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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 20 Documents
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Employer Brand Image Dimensionality Agung Mardiyanto
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 1 (2021): JOBMARK July-December 2021
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i1.133

Abstract

This article examines the dimensions of employer brand image based on Wijaya's theory of Dimensions of Brand Image. By using the Theory Adaptation approach through literature study and intertextual validation, this article proposes several constructs in the dimensions of employer brand identity, personality, association, behavior, and competence as dimensions of employer brand image. Employer branding practices and the implications of employer brand image dimensionality are thoroughly reviewed with theoretical discussions. This study guides employers in implementing brand image strategies and is an essential reference for future research. Researchers and practitioners can measure whether employers already have a solid brand image to attract job seekers and maintain employee loyalty. The more positive and robust these dimensions are in the eyes of the public, the stronger and more positive the company's image as an employer will be.
Digital Storytelling and Brand Engagement on Social Media Fahmi Fauzi; Dion Wardyono
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK January-June 2022
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.145

Abstract

The storytelling communication technique, which early humans once used, is now being reused as a communication strategy, especially in digital (social) media. Storytelling wants to leave a profound message to trigger the audience's emotional sense, always be remembered, and put in the heart, so that a brand that uses storytelling can make the audience join or be involved in the brand. Skindivore is a brand that uses storytelling in its Instagram social media as an effort to build brand engagement. This study uses an explanatory case study method, which explains a case from the perspective of theory or the concept of brand storytelling and brand engagement with a qualitative approach. The data analysis technique used is an analysis of @skindivore's Instagram content and interviews with several followers of Instagram @skindivore and the owner and content marketing of Skindivore. Findings show that brand storytelling carried out by Skindivore can build brand engagement that is stronger and different from other skincare brands. Brand storytelling Skindivore as an effort to build brand engagement on Instagram has met three criteria for brand storytelling and was able to make brand engagement in front of its followers based on four criteria from Evans.
Branding: Representation, Communication, and Simulation Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK July-December 2019
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.149

Abstract

Brands are signifiers that refer to objects, namely products, ingredients, companies, organizations, countries, places, communities, individuals, and others. As a signifier, a brand represents an object as well as a signified by a specific meaning or concept. On the other hand, brands are messages, media, and 'actors' that play an essential role in communication. However, with the flood of communication today, a brand has developed into a sign of hyperreality. The actual objects have been replaced by signifiers that manifest as fictitious objects. Thus, branding is an unended representation, communication, and simulation process.
Virtual or Hybrid? Marketing Event in the Time of Covid-19 Pandemic Mochammad Kresna Noer; Tisyabella Rizki Ramadhanti
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK January-June 2022
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.150

Abstract

This article compares the implementation of two different types and methods of marketing events or special events that were popular during the Covid-19 pandemic, namely virtual events and hybrid events. Using the case study method, we observed and interviewed key informants and conducted document searches related to a Job fair event and an automatic product launch. The study found that virtual events allow participants facing travel restrictions to stay connected and participate in an event. In contrast, hybrid events are the best option if the number of participants is a critical factor in the event's success. In addition, despite having shortcomings in sensory stimulation, virtual events excel in terms of cost efficiency and participant affordability. Therefore, for marketing events that aim to introduce high-involvement products, hybrid or direct events are more appropriate.
Brand, Consumers, and a Piece of Love: Indonesian Most Engaging Brands 2022 Achmad Edhy Aruman; Lis Hendriani; Dyah Hasto Palupi; Dwi Wulandari
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK January-June 2022
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.153

Abstract

This article reports and discusses the judging results of The Most Engaging Brands Award 2022 organized by Mix Marketing & Communication. In today's digital era, brand managers are no longer just thinking about brand awareness and image, but also the most important thing is brand engagement. Consumer engagement with the brand occurs because of love; if love is not present, then positive engagement will create love. This premise is evident from several entries in The Most Engaging Brands Award 2022.
Ramadan, Pandemic, and Consumer-Audience Behaviors Wawan Setiawan
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK January-June 2022
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.154

Abstract

During Ramadan, in Indonesia (the country with the largest Muslim population in the world), brand communication and product marketing, both themed and related to Ramadan, are always rife. How do consumers and audiences react to it? This article uses a descriptive analysis approach to dissect the latest secondary data from trusted research institutions. Research shows that household cleaning product brands are the most popular among consumers. This fact is not surprising because this year's Ramadan, like the last two Ramadans, Indonesia is still in a pandemic, although not as bad as before. Interestingly, the data also shows the high purchase of iftar products by non-Muslim consumers. Indonesia is a Muslim-majority country with an excellent tolerant culture, allowing free interaction and consumption among consumers with different ethnic and religious backgrounds. Media content that is widely watched by consumer audiences and media consumption behavior has also shifted. This study is helpful for brand owners or managers as a reference for brand communication strategies and product marketing. It is also helpful for scholars to examine the unique behavior of consumers and audiences during Ramadan, which researchers still rarely touch.
Internal Communication and Brand Community: Lessons from a Digital Start-Up Company Ananda Fortunisa; Riska Dwinda Elsyah
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.125

Abstract

This article examines the relationship between internal corporate communication and brand community for millennial employees at digital startup companies in Jakarta. The research method uses a mixed approach with qualitative and quantitative tests. The qualitative test uses the interview method to find out the description of the internal corporate communication formed by the company to millennial employees and its relation to the process of brand community activities involving millennial employees. A quantitative test is used to test the model between internal corporate communication and brand community. The dimensions of the internal corporate communication variable refer to brand message effectiveness, brand feedback, and communication channels, while the measurements of the brand community variable refer to the experience of information, socialization, human-machine interaction, and entertainment. The results of this study indicate that there is a strong influence between the company's internal communication management on brand community activities.
Personal Branding Management of Rifat Sungkar through Brand Social Responsibility Strategy on Social Media Ismaya Dian Putri Hendarsih
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.148

Abstract

This article describes the background of Rifat Sungkar in carrying social values in his branding through social media; identifies and analyzes the brand social responsibility strategy of Rifat Sungkar in carrying out personal branding through social media; and identifies factors that have essential roles from the brand social responsibility aspect in the personal brand development of Rifat Sungkar through social media. This research used a descriptive case study method. The data collection techniques used are interviews, observation, and documentation procedures. The data analysis techniques consist of selection, categorization, validation, theorization, and proposition. The data validation method used is source triangulation. This research showed that Rifat Sungkar’s contents benefit society, not only automotive lovers. The primary basis of Rifat Sungkar in forming his branding is characteristics, relevance, and consistency. Several factors that have essential roles in the brand social responsibility aspect in developing Rifat Sungkar’s brand through social media are charitable, linkable, responsible, investible, sustainable, communicable, collaborative, and inspirational.
Integrated Brand Communication (IBC): Maximizing the Voice, Minimizing the Noise Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.186

Abstract

Integrated Brand Communication (IBC) refers to unifying a brand's messaging to make it consistent across all media used to reach its target audience. It is a strategic approach that guides communication and tactics across all branding channels. The main goal of IBC is to maximize the brand's voice and minimize the noise that may distract or confuse the consumers, both internally and externally. IBC can help with brand-building, campaign effectiveness, and customer loyalty in long-lasting brand relationships by aligning the primary brand message and using the right mix of marketing omnichannel. This article provides a roadmap, strategic concepts, and practical guides for optimizing brand message clarity amidst the buzz of branding and mass communication explosions.
Brand Talkedness: How likely is your brand to be talked about by the public? Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK Vol 1 No 1 (July-December 2019)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.187

Abstract

Brand talkedness is the degree to which a brand is being talked about by its customers, potential customers, and the public. It is a measure of the brand’s word-of-mouth popularity and influence. Brand talkedness can be influenced by many factors, such as the brand’s voice, personality, storytelling, content, and customer experience. A brand with high talkedness can benefit from increased awareness, loyalty, trust, and sales. However, not all talkedness is positive. A brand can also generate negative word-of-mouth if it fails to meet customer expectations, behaves unethically, or faces a crisis. Therefore, a brand should monitor and manage its talkedness carefully to ensure that it reflects its desired image and reputation. This article describes the insightful concepts for brand talkedness so researchers and practitioners can correctly measure, manage, and develop brand talkedness strategies.

Page 2 of 2 | Total Record : 20

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