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Bambang Sukma Wijaya
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Editorial office of Jobmark: Journal of Branding and Marketing Communication Bakrie University, Jl. HR Rasuna Said, Kav. C-22, Epicentrum Kuningan Jakarta Selatan 12920
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Jobmark: Journal of Branding and Marketing Communication
Published by Universitas Bakrie
ISSN : -     EISSN : 28072510     DOI : https://doi.org/10.36782/jobmark
Core Subject : Humanities, Science, Education, Art, Social,
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences
Jobmark: Journal of Branding and Marketing Communication, published by the Graduate School of Communication, Universitas Bakrie, is an interdisciplinary journal that focuses on branding, all aspects of marketing communications, brand management, brand communications, brand cultural studies, brand visual communications, critical branding, and all aspects of consumer behavior and culture related to the brand. Published biannually, Jobmark follows a rigorous double-blind review process, in which reviewers and authors do not know each other, to ensure the objectivity of the assessment.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 68 Documents
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Tokopedia and Komunikasi Berasa: The Case of ‘Filosofi Pete’ Campaign Saroso, Dhea Andita Sari; Paramitha, Ni Ajeng Riandia; Putra, Denny Suwarso; Matahari, Frisky Freny; Fudholi, Ata; Senjatiana, Ferdy; Hadinugroho, Farid
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i1.371

Abstract

Komunikasi Berasa (experientially-meaningful communication) is communication that synergizes messages and experiences with messages by creating a supportive atmosphere that creates deep meaning and impressions. This article analyzes Tokopedia's TVC advertising campaign version of "Pete's Philosophy" from the perspective of Komunikasi Berasa's theory with six dimensions: sensorial meaningfulness, emotional, rational, relevant, beneficial, and social. This advertisement is significant because it represents human insights closely related to consumers' problems, instincts, and daily lives, so the messages conveyed are relevant and authentic. This study's results inspire brands to create meaningful campaign messages as an effective way to steal audiences' hearts.
Creative Cities and Brand Activation Strategies in Enhancing Reputation and Attracting Tourists Prayudi; Ardhanariswari, Kartika Ayu; Probosari, Ninik
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i1.388

Abstract

This study examines the impact of brand activation strategies on enhancing reputation and attracting tourists to Indonesia's creative cities. In response to the rapid growth of the creative economy and the rising importance of city branding in global competition, the research aims to evaluate how these strategies are employed to drive urban development and economic growth. Utilizing a qualitative approach, including interviews, observations, and document analysis, the study provides insights into the practical implementation of brand activation across multiple Indonesian cities. The findings suggest that effective brand activation, deeply rooted in local culture and creativity, is essential for shaping a city's identity and appeal. The research concludes that successful brand activation requires a multifaceted approach involving stakeholder collaboration, effective marketing, and a commitment to preserving cultural heritage. However, it is essential to note that this study has limitations, such as the focus on a specific region and the qualitative nature of the research. These limitations should be considered when interpreting the findings. This approach is vital for Indonesian cities establishing themselves as prominent creative hubs in the ASEAN region. The study concludes with practical recommendations for policymakers and branding professionals to strengthen city branding efforts and improve the reputation and tourist attraction of Indonesia's diverse urban landscapes.
Brand Groundwork™ Analysis of the SatuSehat™ Digital Application Dwi Anggia; Riska Yuliarosa; Verry Agusta
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 2 (2023): JOBMARK Vol 4 No 2 (January-June 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i2.390

Abstract

As a new public health communication and service platform, the SatuSehat™ digital application requires adequate self-understanding and brand insight for subsequent branding development. This article analyzes SatuSehat™ brand insights as a brand of a public health service digital application provided by the Ministry of Health of the Republic of Indonesia using Wijaya’s Brand Groundwork Wheel (BGW) methodological and strategic approach. By focusing on six aspects of BGW: brand origin, brand dream, brand nature, brand soul, brand mate, and brand talent, as proposed by Wijaya (2010), the study found how SatuSehat™ has a dream to become a complete and integrated health service platform in Indonesia, integrating and synergizing patient data and information from all health facilities in Indonesia. With the character and spirit of speed, convenience, and practicality, SatuSehat™ continues the successful performance of its brand origin, PeduliLindungi™, a platform that has successfully become the government's mainstay in navigating, educating, and detecting the spread of the virus during the Covid-19 pandemic. With the competence, specialization, and essential talent as a public health servant, SatuSehat™ will continue to be the commander of public services, ensuring every Indonesian citizen can access easy, fast, practical, and integrated health information and services in real-time.
Branded Content Analysis of Kahf Web Series 'Demi Masa' Ersal Bioldy; Hasan Ali Murtadha; Yulinda S. Permatasari
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 2 (2024): JOBMARK Vol 5 No 2 (January-June 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i2.391

Abstract

This study analyzes the content of the Kahf web series, a skincare and grooming brand for men in Indonesia, entitled 'Demi Masa,' Season 1, as a strategy for building brand awareness. Using the Branded Content Analysis (BCA) method with a qualitative-instrumental approach, the results show that the marketing strategy of Kahf products and the storyline in the series are very natural to the identity of the Kahf product itself. The narrative touches the audience through the image's appearance, the actors who play the role, and the placement of Kahf products that are adjusted to the storyline. It can be seen that the narrative of 'Demi Masa', which is inspired by one of the verses in the holy book of the Koran, plays a significant role in shaping the Islamic identity of the Kahf brand and in Kahf's efforts to preach and invite consumers to contemplate through the brand narrative about the importance of time. This study provides an in-depth understanding of the strategy of building brand awareness for a product through storytelling and creative content, as well as inspiring other brands.
Branderpreneurship Framing Analysis of LALULA in Developing Business and Brand Values Roby Zul Fanani; Ersal Bioldy; Andy Lasuardy; Forestya Sartika
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.392

Abstract

The growth of startups and micro, small, and medium enterprises (MSMEs) in Indonesia has given birth to local children's fashion business brands that can compete closely with the desires of the mother segment, who want their children to look fashionable, quality, and up-to-date. This study analyzes how LALULA, a local children's fashion brand, builds and implements brand value using Qualitative Branderpreneurship Framing Analysis (QI.BFA). The study delves into the brand's strategic efforts from the seven elements of the Branderpreneurship's Circle of Values ​​Development (BrandCoVD) framework, showcasing the innovative strategies and frameworks implemented by LALULA to build and implement its brand value. Data were collected through in-depth interviews with various parties who work as employees at LALULA and analysis of related documents. The study results show that LALULA focuses on product value through product innovation, creative marketing, and building close customer relationships. These findings provide valuable insights for practitioners and academics about the importance of Branderpreneurship in developing sustainable brand value, equipping them with practical knowledge for their own brand development endeavors.
Brandmorphosis Analysis of Teh Botol Sosro Asri Annisa Nasution; Eli Sulihtyaningrum; Rahma Dita Dewayani
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.393

Abstract

This article analyses the Brandmorphosis™ of Teh Botol Sosro, a packaged tea beverage product. The approach used is Brandmorphosis™ analysis, which focuses on the brand's journey, evolution, and metamorphotic narrative. The Brandmorphosis™ analysis emphasizes understanding the brand's journey through significant moments. Using archival and artefactual studies, the results of the analysis show that in Brandmorphosis™ Narrative Analysis (BNA), Brandmorphosis™ Transformative Analysis (BTA), and Brandmorphosis™ Retrospective Analysis (BRA), consistent values, product authenticity, and strategic positioning were identified as critical factors in Teh Botol Sosro's success. The lessons learned from this biographical lens of Teh Botol Sosro include the significance of maintaining consistent brand values, adapting to changing market demands, fostering social engagement, and leveraging historical moments for future growth and success.
The Beauty of a Local Brand that Becomes Queen in Its Own Country: A Brandmorphosis Analysis of Wardah Retno Wulandari; Asep Rahmat Ghofur; Walid Adriansyah
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.394

Abstract

Along with the development of the times, cosmetics have become a necessity that is no longer trivial. It is not surprising that many cosmetic products have emerged on the market. With so many competitors, cosmetic companies must develop branding strategies to build brand trust and create sustainable businesses. One of the cosmetic brands that has long been involved in the national cosmetics world and has become a market leader in Indonesia is Wardah. This article discusses how brandmorphosis or a description of the journey, evaluation, and metamorphosis of the development of the Wardah as a local brand to become a cosmetic market leader in Indonesia. The method used in this study is Brandmorphosis Analysis with a qualitative approach and data sourced from a collection of journal articles, books, and news. The results obtained by Wardah have successfully undergone a business transformation, including re-branding, adding products, changing marketing strategies, and expanding into the digital market. In addition, Wardah has also succeeded in maintaining consumer trust with a commitment to the halal concept, a significant factor in the Indonesian market due to the large Muslim population, and good product quality
Creative Brand Publicity of Ramayana 'Mom in Rice Cooker' Frisky Freny Matahari; Amir Machmud; Muhammad Umar Al Faruqi
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.396

Abstract

This article examines the effectiveness of the Ramayana branding program using the Creative Brand Publicity (CBP) approach through creative advertisements featuring a mother emerging from a rice cooker. The research method used is a case study with a descriptive-qualitative approach. Data collection methods include media, professional, digital, and scientific document searches. The study results indicate that CBP effectively increases brand awareness and engagement, with positive sentiment and active audience participation. This study provides important insights for other brands looking to increase visibility and audience engagement through the CBP strategy.
AKIELS Model Analysis of the Local Perfume Brand HMNS in Building Loyalty Through Digital Communication Amadea Giovanni Calista; Irene Oinike Simanjuntak; Meliani Nurul Safitri
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.397

Abstract

The local perfume industry in Indonesia has witnessed a remarkable evolution, with local perfume brands making significant progress in the market. This article analyzes the distinctive success story of the HMNS brand through the AKIELS Model of Hierarchy of Branding lens. This comprehensive framework combines Brand Awareness, Brand Knowledge, Brand Image, Brand Experience, Brand Loyalty, and Brand Spirituality as critical elements. Through systematic exploration, this research aims to reveal the strategies the HMNS perfume brand used to build its unique identity and achieve success. Based on some exciting case studies, we reveal the branding strategy that has pushed HMNS to be at the forefront of the perfume industry. With a focus on building brand awareness, a positive brand image, a good brand experience, brand loyalty, and brand spirituality, we explore how HMNS differentiates itself in a competitive market, emphasizing the importance of cultural relevance and innovation.
The Narrative Strategy of MS Glow for Men in Campaigning the (Un- to) Glowing Men on YouTube Atiek Puji Lestari; Hendra Agustian; Annisa Laila Alvi Syahri; Andyka Pratiwi4; Elsa EMaghfira
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.399

Abstract

The rapid growth in the use of social media as a marketing tool, mainly through video advertising on YouTube, indicates a significant shift in marketing strategies. This study analyzes the MS Glow for Men advertisement on YouTube, endorsed by Marshel Widianto and Babe Cabita, using an instrumental approach based on the theory and method of Branded Content Analysis (BCA). The advertisement promotes a different representation of masculinity, featuring men with positive personalities and standard bodies, contrasting with the typical image of athletic men in male grooming product advertisements. This approach highlights how influencers influence audiences through various textual, technical, and kinesthetic modes. The results reveal that the advertisement successfully alters the audience's perception of masculinity, convincing them that masculinity is not only related to physical attributes but also personality and character. The positive response from the social media audience signifies the advertisement's success in representing a new concept of masculinity. This study contributes theoretically by demonstrating the effectiveness of the instrumental approach in analyzing representations of masculinity. Practically, the new approach in advertising creativities provides opportunities to promote a more inclusive and diverse concept of masculinity in the marketing domain.

Page 5 of 7 | Total Record : 68

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