The integrated marketing communication process creates positive relationships with consumers, stakeholders, suppliers, and distributors bringing profit through the delivery of carefully planned messages or strategies with integrated marketing objectives. This study aims to describe the implementation of total branding in the application of integrated marketing communication in a food brand, which is seen from many aspects such as brand identity, brand elements, suppliers, distributors, competitors, packaging, and others. The analysis offered by Laura R. Oswald in the semiotic marketing, where the signs, strategies and brand values ​​are interrelated with one another is implemented. The research method is exploratory case studies elaborated with marketing semiotics resting on a constructivism paradigm that thoroughly examines signs and the way they work and can convey meaning to all aspects of marketing activities carried out by Kecap Bango. The results of this study are Kecap Bango’s plan and carry out a through total branding that is in line with the target of the intended marketing.

Woven fabric is a handicraft product that has been passed down through generation. This fabric commonly used as traditional dance costumes at parties or traditional events. Along with the times, the variety of products produced from woven fabrics are keep growing. The interest and awareness of woven fabrics is gradually increasing, which can serve as an opportunity for industry players to highlight their products. This study aims to explore the brand identity of a local product that uses woven cloth as its basic material, namely Noesa. The method used in this research is a case study in qualitative approach with data collection techniques using observation methods, as well as documentation to obtain primary and secondary data. Data analysis techniques were carried out by reduction, presentation and drawing conclusion. The result shows that the strategy implementation through brand identity applied by Noesa is in line with total branding of marketing communication, which include aspects of Noesa's brand, Watobi craftsmen (suppliers), a variety of products in fulfilling the needs of the consuments (competitors) and various network through social media (distribution) in its marketing

In the era of intense competition in the marketing world, companies are driven to create creative advertising effectively. The right advertising will have a long-term marketing impact, and easily influence and take market position. The problem discussed in this study is how Rinso try to influence consumer purchasing decisions by taking advantage through meaning of denotation, connotation, and myth in taking the position of detergents that can maintain color quality through Rinso Color. This study uses Barthes Semiology theory, with descriptive qualitative research methods. The object of research is color, which can be concluded from this analysis, if color is a form to showed how is the character of a personality. Personality that wants to be formed through color, is another effort that needs to be done through Rinso Color. It can be seen that the preparation of aspects of advertising represents all aspects of both character, tagline, diction, to the target market of Rinso which is part of the total branding terminology in integrated marketing communication. Keywords: Barthes Semiology; Integrated Marketing Communication; Rinso Ad.