Jobmark: Journal of Branding and Marketing Communication

Creative Cities and Brand Activation Strategies in Enhancing Reputation and Attracting Tourists

Prayudi — 2024-08-29

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.

Consuming Korea

Btari Anya Safira — 2024-07-03

South Korea’s popular culture has been globalizing massively through various channels. Popular culture becomes a giant magnet that attracts global consumers to enjoy South Korea. Particularly by consuming k-drama, foreign consumers can expand their experience by doing internet-based-imaginary travel to South Korea’s landscape and daily cultures. This phenomenon is suitable for what we discuss later as the concept of cyber traveling. Departing from that point, this research focuses on South Korea’s global branding and soft diplomacy by analyzing k-drama’s cyber traveling experience by Indonesian consumers. We are using phenomenology as the main method, while in-depth interview, observation, and open-source document research are used as data collecting methods. This research found that k-drama consumption was able to facilitate cyber traveling that contributes significantly to South Korea’s global branding and soft diplomacy as a form of cultural globalization.

Hindu Spiritual Tourism Branding

Sarah Khaerunnisha Fathiarani — 2024-07-03

The presence of spiritual tourism in the form of a hugging process, known as a self-cleansing ritual for Hindus, has now become much sought after by local and foreign tourists. The Melukat ritual, a sacred Hindu practice, involves a series of cleansing and purifying activities in a holy water spring, believed to provide spiritual and physical healing. This process provides benefits, namely self-healing from stress, trauma, depression, and so on, just by going through several believed stages. Tirta Empul Temple is the most popular Melukat location for tourists in Bali. The queue for those who want to carry out the Melukat process is always long and snakes every day, not only during the holiday season or holidays. This study focuses on observing tourist self-healing program activities through the Melukat ritual using the AKIELS Model analysis knife. The findings show that Tirta Empul Temple, in the minds of tourists, is attached to the Melukat ritual, which is believed to be self-healing for tourists because it provides calming benefits from stress, trauma, and depression. Tirta Empul Temple has become embedded in the minds of tourists, and it can be represented by the many visitors who come to do the ritual Melukat almost every day. This study produces an in-depth understanding of Hindu spiritual tourism branding by dissecting the aspects of brand awareness, knowledge, image, experience, loyalty, and spirituality in the tourist self-healing program through the Melukat ritual in Bali.

How the Digital Endorsement Campaign Affects Student’s Attitude towards a Cinema Theater Brand

Wahyuni Pudjiastuti — 2024-07-03

The rapid number of social media users and changes in consumer behavior today requires marketers to adapt quickly. The use of celebrity endorser "Titan Tyra" in the #JajanAsikDiXXI campaign on Instagram is one of XXI's digital promotional activities. This study measures the effect of celebrity endorser characteristics "Titan Tyra" in the #JajanAsikdiXXI campaign on the attitudes of Communication Science students at Bakrie University toward the XXI brand. This research uses a quantitative approach with an explanatory case study method. The data was collected using questionnaires, observation, tracing professional documents, and digital documentation. The distribution of questionnaires was carried out to 86 active students of Communication Science at Bakrie University using cluster random sampling where the clusters used were classes from each course that took place in the even semester of 2019/2020. The results showed that all the characteristics of celebrity endorsers attached to Titan Tyra had a significant and simultaneous influence on the attitudes of active students of Communication Science at Bakrie University towards the XXI brand. This research is worthwhile to provide insight to marketers about promotional activities using celebrity endorsers to increase positive brand attitudes.

Impression Laundering of Le Minerale

Deddy Setiawan — 2024-08-20

Competition in the bottled mineral water market has created a brand communication war between brands, including Le Minerale. Through various advertisements and digital communications on social media, Le Minerale tries to fend off various adverse claims made by competitors regarding single-use gallon packaging products. This article dissects the communication content of the Le Minerale brand from the perspective of Wijaya's Impression Laundering theory using the directional Branded Content Analysis (BCA) method. The findings show that Le Minerale uses various content strategies, both visual, verbal, and audiovisual, to launch dramaturgical and angelic communication strategies, as explained in the theory of impression laundering. This study is helpful as a critical reflection, both for brands and audiences, in understanding the modes of impression laundering in brand communication.