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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 72 Documents
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Branding Strategy for Building Mayora’s Brand Equity in the Vietnamese Market Ancilla Ribka Widyaningrum; Mochammad Kresna Noer
Jobmark: Journal of Branding and Marketing Communication Vol. 8 No. 1 (2026): JOBMARK Vol 8 No 1 (July-December 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v8i1.398

Abstract

This study examines the branding strategy that PT Mayora Indah Tbk used to build its brand equity in the Vietnamese market. Vietnam was selected for this study because of its rapid economic growth and the development of digital technology. Moreover, Vietnamese consumers are known for their strong brand loyalty. This study employs a qualitative case study approach. The data analyzed in this study were sourced from interviews with representatives of Mayora company in Vietnam (hereinafter referred to as Mayora Vietnam), document analysis, and the company’s social media activities. To process the data, this study uses Miles and Huberman's thematic analysis framework. The result of this study suggests that, to build its brand equity, Mayora Vietnam employs a market research-based branding strategy and product differentiation. To that end, Mayora Vietnam implements cultural adaptation, premium brand positioning, 360-degree marketing communication, product quality improvement, and organic word-of-mouth-driven brand loyalty management. Mayora’s flagship product in Vietnam, Danisa, gained popularity through a strategy that positioned it as a premium gift product that resonates with the Vietnamese gift-giving culture. Furthermore, Mayora Vietnam combines traditional and digital media to strengthen its brand awareness and brand image. This study finds that successful brand equity development in Vietnam is influenced by a company’s ability to maintain product quality, understand local culture, and build a consistent, relevant communication strategy. This study contributes to the literature on international communication branding and FMCG strategies in Southeast Asian markets.
Branderpreneurship Framing Analysis of Koperasi Desa Merah Putih Muhammad Dicky Arfani
Jobmark: Journal of Branding and Marketing Communication Vol. 8 No. 1 (2026): JOBMARK Vol 8 No 1 (July-December 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v8i1.714

Abstract

Koperasi Desa Merah Putih (Kopdes MP) is a strategic government initiative aimed at revitalizing Indonesian cooperatives through a modern, transparent, and digitally-driven brand image. This study is prompted by the gap between the policy vision of rural economic empowerment and its execution in the field. It aims to analyze how Kopdes MP designs, builds, and executes brand values using the Branderpreneurship framework and the BrandCoVD model, spanning the processes of identifying, creating, delivering, communicating, maintaining, evaluating, and updating values. Utilizing a Branderpreneurship Framing Analysis (BFA) method with a descriptive qualitative approach, data were gathered via policy document reviews, pilot unit observations, and branding practice analysis. Findings indicate that while Kopdes MP holds vast potential as a modern cooperative ecosystem, it faces critical challenges: a centralized, top-down hiring process that marginalizes local communities and core cooperative values, the deployment of the Kopdes Mobile MP application without sufficient training resulting in self-taught adaptation, and inconsistent brand value distribution that renders messages rhetorical. The success of Kopdes MP depends on managerial capacity to fulfill brand promises through transparent governance, human resource development, and ongoing evaluation. This study underscores that differentiating functional, emotional, cultural, and social values is key to building public trust and establishing an adaptive, sustainable cooperative model

Page 8 of 8 | Total Record : 72

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