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Bambang Sukma Wijaya
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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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Mosque Branding Theory: From Distinction to Innovation Bambang Sukma Wijaya
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.v6i1.486

Abstract

Mosques have evolved into more than just spiritual magnets; they are also engines of cultural and social inspiration. Amid the decline in youth religiosity, eroded by the allure of hedonism and the glitz of technology, mosques are shaping new values ​​that transcend their primary function as places of worship. Mosques serve as channels for new identities, new meanings, and new comforts that not only support spiritual achievement but also foster a unique sense of pride. This article discusses a new approach that views mosques as brands with the potential to leave a lasting imprint on people's minds and hearts. Theoretically, five aspects shape a mosque brand. First, Mosque Brand Distinction, which emphasizes physical uniqueness, figures, history, distinctive stories, and prominent programs. Second, Mosque Brand Communication, which manages messages, media, narratives, images, and information amplification. Third, the Mosque Brand Community builds engagement, participation, trust, loyalty, and advocacy among congregants. Fourth, Mosque Brand Outreach, which expands reach through religious services, social initiatives, learning spaces, cultural inspiration, and humanitarian light. Fifth, Mosque Brand Innovation, encompassing innovations in services, communications, programs, approaches, and sociocultural encryption.
Agricultural Branding: Nine Routes Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 2 (2021): JOBMARK Vol 2 No 2 (January-June 2021)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i2.155

Abstract

As an enduring sector, agriculture requires new approaches to develop and communicate its values to remain relevant and meaningful. Agricultural branding is a powerful alternative solution amid a thriving agricultural industry, business, and technology. This article paves the way for agricultural branding strategies and studies by providing nine routes to explore: 1) agricultural policies and programs, 2) production and commodities, 3) distribution and services, 4) consumption and accessibility, 5) agricultural communication and education, 6) culture and resources, 7) investment and sustainability, 8) collaboration and diversification, and 9) technology and innovation. This article is helpful as a reference for academic research and an insightful resource for professional practitioners and industry in developing a more advanced agricultural sector.
Handling Brand Crisis through Digital Public Relations: The Case of Esteh Indonesia Verry Agusta
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.v4i1.198

Abstract

Esteh Indonesia, a rapidly growing tea outlet brand, faced a severe digital crisis when a consumer complaint went viral on TikTok, garnering more than 1.5 million views and threatening the brand’s reputation. This study aims to analyze how Esteh Indonesia managed the brand crisis through digital public relations strategies to restore consumer trust and brand image. Using a qualitative case study approach, data were collected from documentation of viral content, official corporate statements, and online media coverage, and then analyzed thematically with Benoit’s Image Restoration Theory and the Social-Mediated Crisis Communication framework. The findings reveal that Esteh Indonesia employed a combination of strategies (public apology, corrective action, mediation with consumers, and the recruitment of a celebrity figure as CEO and spokesperson) that successfully mitigated the crisis and revitalized brand perception. The emphasis on swift response created a sense of reassurance and control, which was crucial for calming public concern. Practically, this study highlights the importance of rapid, transparent, and multivocal digital PR interventions in crisis management, fostering feelings of safety and confidence among the audience.
Creative Brand Publicity in Outdoor Advertising: An Analysis of Gojek Billboard Using CBP Theory Vega Ismaryani Putri; Indri Anggraini; Natasya Sarah Mountina
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.v4i2.401

Abstract

In 2017, Gojek captured public attention through a distinctive billboard campaign at the Kuningan intersection in Jakarta. The billboard featured a minimalist design with long text narrating everyday stories, creating a striking departure from conventional outdoor advertising. This phenomenon reflects the growing importance of creative brand publicity in shaping consumer perceptions. This study analyzes the campaign through the lens of Creative Brand Publicity (CBP) theory, focusing on the integration of Mood, Moment, and Movement as core elements of brand communication. A qualitative descriptive approach was employed, involving textual analysis of billboard content, observation of audience responses, and examination of social media interactions that amplified the campaign’s reach. The findings reveal that Gojek’s billboard successfully elicited emotional resonance, strengthened brand awareness, and reinforced its image as a relatable, human-centered brand. The campaign’s virality on digital platforms demonstrated how offline publicity can seamlessly extend into online engagement, producing significant audience interaction. Notably, the study highlights that billboard effectiveness is not determined solely by location or visual appeal, but by the brand’s ability to deliver relevant narratives that resonate with everyday experiences. Theoretically, this research contributes to the development of CBP theory by demonstrating the contextual application of its three elements in producing wide publicity and meaningful audience engagement. In practice, the insights provide guidance to marketers on designing outdoor advertising strategies that combine simplicity, emotional appeal, and narrative relevance to achieve effective brand communication.
Start from Zero: Creative Brand Publicity of Pertamina Septiani Devi; Dinda Dwi Lestari; Houce Mariano
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.411

Abstract

Creative Brand Publicity (CBP) represents a strategic approach in branding that emphasizes innovative ideas, distinctive designs, and unique concepts to deliver messages in engaging ways. As Indonesia’s state-owned energy company, Pertamina recognizes the need for creative advertising to strengthen brand awareness and corporate image, in alignment with its strategic programs. One notable initiative is the Start from Zero campaign, launched in 2008, ahead of Eid al-Fitr 1429 H, via television broadcasts. This study analyzes Pertamina’s CBP strategy in the Start from Zero campaign by examining three key aspects: Mood, Moment, and Movement. Employing a descriptive-qualitative case study, the research relies on document analysis and secondary data to explore how Pertamina’s publicity strategy was designed and disseminated. Findings reveal that Brand Mood Analysis (BMA) indicates extensive dissemination of brand narratives across online and social media platforms, signifying adequate amplification. Consumer Mood Analysis (CMA) demonstrates high audience enthusiasm and active engagement in discussing campaign themes. From a Moment perspective, Pertamina successfully leveraged religious sentiments and festive timing to enhance its relevance and emotional resonance. From the Movement perspective, the campaign narrative circulated dynamically across multiple channels, involving diverse stakeholders in amplifying brand issues and making them viral. Theoretically, this study contributes to the understanding of CBP as a branding strategy that integrates cultural and emotional dimensions into corporate communication. In practice, the findings highlight the importance of timing, narrative design, and multichannel engagement in maximizing brand publicity. Pertamina’s case illustrates how creative campaigns can transform routine advertising into impactful brand-building initiatives.
Governmental Branding and Food Security: The Role of TNI-AD in Promoting Community Self-Sufficiency Makmur, Muammar Septian Yuntha; Sari ZA, Lira Retno; Fitrianti, Nabila; Khairunisa, Natashya; Burhan, Syaugi Khairan; Agustini, Prima Mulyasari
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 2 (2026): JOBMARK Vol 7 No 2 (January-June 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i2.480

Abstract

Food security has become a pressing global issue, particularly in Indonesia, where it is closely linked to social stability, economic resilience, and political legitimacy. Rising food and energy costs, compounded by climate change, have heightened the urgency of national strategies to secure food availability. This study analyzes the Indonesian National Armed Forces (TNI) food security program through the lens of governmental branding, focusing on how state institutions build trust, loyalty, and public participation by communicating their values and fostering collaboration. Employing a qualitative-descriptive case study approach, the research draws on a literature review and contextual analysis to examine the program's political, sociocultural, and relational dimensions. Politically, the initiative is anchored in legal frameworks and regulations, ensuring legitimacy and accountability. Socioculturally, it reflects the role of community awareness and cultural practices in shaping participation and behavioral change. Relationally, its effectiveness depends on communication strategies and multi-stakeholder collaboration involving farmers, village officials, and community leaders. The findings highlight that food security is not solely a governmental responsibility but also involves the TNI as a strategic actor in safeguarding sovereignty and supporting national development. The study provides evidence that food security in Indonesia requires a collaborative branding strategy that integrates governmental authority, military involvement, and community engagement. In practice, the research offers guidance to policymakers and professionals on designing inclusive strategies that strengthen trust and participation. Academically, it contributes to branding and communication scholarship by framing food security as a governmental branding practice. For society, it underscores the importance of collective responsibility in achieving sustainable food resilience.
Integrated Corporate Brand Communication for Strategic Brand Orchestration Bambang Sukma Wijaya
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.v5i1.485

Abstract

Corporations today must align diverse branding resources and stakeholder relationships. They need to build coherent, sustainable brand value in an increasingly complex communication environment. Fragmented communication (internally and externally) weakens brand consistency and reputation. This paper introduces Integrated Corporate Brand Communication (ICBC) as a new paradigm. ICBC unifies branding resources and synchronizes relationships to strengthen corporate culture and reputation. It increases brand consistency, sharpens stakeholder alignment, and bolsters reputational resilience. The study conceptualizes ICBC as a holistic communication framework that integrates multiple branding dimensions into a unified strategy. The approach synthesizes existing literature on corporate branding, marketing communication, and organizational communication and includes an interpretive analysis of the ICBC framework. The findings show that ICBC works by integrating five key branding resources: corporate branding, employer branding, community branding, talent branding, and product-related branding. These elements interact across communication flows, driving collaboration and competitive positioning. The model shows corporate branding as an umbrella. Employer and talent branding fortify internal identity and culture. Community branding builds relationships. Product-related branding links market offerings to corporate values. Together, these efforts generate brand synergy, align culture with brand image, and foster energy. This study advances corporate branding theory by providing an integrative model that links internal and external communication. Practically, it guides organizations to coordinate branding, boost engagement, and build a resilient, coherent brand in dynamic environments.
Blooper and Popular: Creative Brand Publicity Strategy of Head & Shoulders Putri , Savira Nurindra; Syarifa, Nabila; Hadinugroho, Farid
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 2 (2026): JOBMARK Vol 7 No 2 (January-June 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i2.404

Abstract

This article focuses on public discourse and media coverage related to the Creative Brand Publicity (CBP) strategy implemented by Head & Shoulders Indonesia. The strategy, featuring bloopers with the famous actor Joe Taslim, is a key element in creating a connection with the audience. Using a case study method and Wijaya's Creative Brand Publicity theory approach, this study observes and analyzes digital texts related to aspects of mood, moment, movement, and public and media audience conversations. The innovative CBP strategy, as applied by Head & Shoulders, increases brand awareness and consumer engagement and gains extensive publicity, virality, public enthusiasm, and word-of-mouth. These bloopers have garnered significant attention with millions of views on YouTube, creating entertaining and memorable content. The positive response to the program's creativity demonstrates the effectiveness of CBP in building emotional connections with consumers and strengthening brand image. The CBP strategy employed through Joe Taslim's Head & Shoulders bloopers successfully leverages humor and authenticity to create strong emotional connections and enhance brand relatability. This approach increases organic audience engagement and reinforces the brand's image as genuine and approachable, leading to sustained consumer loyalty.
Beyond the Chat: An Appsnographic Investigation of UX, BX, and CX in MSME Brands Using ChatGPT Bioldy, Ersal
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 2 (2026): JOBMARK Vol 7 No 2 (January-June 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i2.443

Abstract

The growing integration of artificial intelligence in digital communication has transformed how micro, small, and medium enterprises (MSMEs) develop and experience branding practices. This study proposes an appsnographic approach to investigate the interrelated dimensions of User Experience (UX), Brand Experience (BX), and Consumer Experience (CX) in the context of MSME branding using ChatGPT. Appsnography, as an extension of digital ethnography, enables a multidimensional exploration of technocultural interactions by examining how users engage with applications across techno-physical, sociocultural, communicative, discursive, and mediality dimensions. Adopting a qualitative interpretive approach, this study utilizes appsnographic analysis to capture MSME actors’ lived experiences in interacting with AI-mediated systems for branding purposes. The findings reveal that UX, BX, and CX are not isolated constructs but dynamically interconnected through AI-mediated communication processes. UX reflects usability, accessibility, and cognitive support provided by the system, shaping how MSME actors interact with the technology. BX emerges through the co-creation of brand meaning, in which AI contributes to ideation, storytelling, and the consistency of brand identity. Meanwhile, CX extends beyond end consumers to include MSME actors themselves as “internal consumers,” highlighting how their interactions with ChatGPT as an AI brand influence their perceptions of value creation and customer engagement strategies. The study demonstrates that AI applications function not merely as tools but as active mediators that reshape branding experiences and decision-making processes. The appsnographic lens uncovers the technocultural dynamics underlying these interactions, offering deeper insight into how meaning, experience, and value are constructed in AI-driven environments.
JKN Mobile Application as a Governmental Branding for BPJS Kesehatan Indonesia: Evidences from User Experiences Merlyn Indria Sari; Maya Puspitasari; Muhammad Aufarel Oktariansyah; Mutiara Ayu Shabrina; Shabira Arsa Ghalda; Oan Dania Pasaribu
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 1 (2025): JOBMARK Vol 7 No 1 (July-December 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i1.481

Abstract

This study examines the use of the Mobile JKN app, a digital service managed by BPJS Kesehatan Indonesia, to facilitate public healthcare access. The primary focus is on user experience, especially the challenges adults and older people face in operating this application. Using the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) approaches, this study explored factors such as perceived ease of use, benefits, and technical barriers that influence users' adoption of technology from the perspective of Governmental Branding Theory, especially behavioural dimensions.. This research uses a case study method with an explanatory approach. With data collected through in-depth interviews with Mobile JKN users in Jakarta. These interviews delve deeper into the user experience, their perceptions of the application interface, and how this influences their behavior in accessing health services through the application. Data analysis was done using thematic analysis techniques to identify the main themes that emerged from the interviews. Researchers made textual observations from interviews with eight respondents who had downloaded the JKN mobile application. The researcher used aural documentation, which was carried out both through the researcher's hearing and audio recording of the eight respondents who were mobile JKN users. It was found that unfamiliar interfaces, complex application layouts, and frequent technical glitches were major obstacles for users that negatively impacted their perceptions and usage experience. Some app features, such as queue registration and participant data changes, were recognized as helpful in the health administration process. However, most informants felt that the app did not fully meet their needs due to limited functionality and difficulty using it. This study shows that while the JKN Mobile app has the potential to ease access to healthcare through features such as queue registration and participant data management, many users, particularly adults and older people, experience difficulties in operating it. The main obstacles lie in the less intuitive interface, the app layout's complexity, and frequent technical glitches. These factors negatively impacted the app's perceived ease and usefulness, affecting user adoption and satisfaction with this digital service.

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