Brand Image The influence of celebrity endorce, brand image, and consumer perception toward the decision of buying lifebuoy soap: case study in Budi Luhur University

18 A brand is a name, term, sign, symbol or a combination of the seller of the goods or services are important. Or it can be defined as a method to identify and distinguish the various products from competitors. Madura, 2001: 101 According to William j. Stanton brand is a name, term, symbol, or design special or some combination of these elements that are designed to identify the goods or services offered by the seller. Rangkuti, 2002: 36. While according to the ACT No. 15 Brands in 2001, article 1, paragraph 1, the brand is the sign in the form of pictures, names, words, letters, numbers, colors, composition or a combination of these elements that have differences and used in the activities of trade in goods and services. Fandi Tjiptono, 2005: 2. According to Sumarwan dkk 2009, brand image is the image that is built into the subconscious of consumers through information and expectations that are expected through the product or service. A good brand should:  Unprotected well  Easier said  Easy to remember  Easy to spot  Pull  Showing the product benefits  Accentuate the corporate image 19 The characteristics of a strong brand is: 1 Defining and encouraging a strong goal 2 A reflection of consumers needs, establish a good image and reputation in the minds of consumers. 3 Invites consumers achieve great ideas together, so that consumers can have a sense of belonging to the company. 4 Pull the consumer target, directing behavior of buyers and the premium price. 5 Keep the customers, build loyalty, introduce a new service program. Identify the brand and represents the product, not merely a brand name. Brand perception is reflected in the consumers mind when they think about a product. A positive perception of consumer confidence towards the brand will create a good brand image anyway. According to Aaker 1996: 69, namely Brand image is how customers perceive the brand and others. Martinez 2002: 2 States that: the Brand image refers to the set of association linked to the brand that customers retain in their memories. That brand image associated with a company that is connected on the brand in order to be preserved in the memory or the mind of the consumer. Based on that concept, then this study concluded that: a. Brand image is the consumer understanding of the brand overall, consumer confidence towards the brand and how the consumer views about brands. 20 b. Brand image is not solely determined by how giving a good name to a product, but is also required on how to introduce the product so that it can be a memory for the consumer in the form of a perception of a product. c. Brand image is based on the understanding, trust, and consumer perceptions of views or brand. d. The brand image can be considered a kind of association that comes to mind of consumers when considering a particular brand. The association simply can appear in the form of a specific thought or image which is associated to a brand. e. A positive brand image will make consumers like a product with the brand in question at a later date, while for the producers of good brand image will hamper the marketing activities of competitors. f. Brand image is an important factor that can make consumers issued the decision to consume even as loyalty to the stage in the use of a certain product brand name, because it affects the emotional relations of brand image among consumers with a brand, so the brand that its bid would be elected needs to be consumed. Brand image brand image is a set of brand associations that was formed and attached to strong in the minds of consumers. Consumers who are accustomed to using certain brands tend to have the consistency of brand image. Rangkuti, 2002: 244-245. 21 1. The Measurement of Brand Image According to Keller 1993, as cited by Martinez 2002: 3 measurement of brand image is subjective, meaning that there Is no provision for the raw measurement of brand imagebrand image.Furthermore, according to Keller 2003: 78 that the measurement of brand image can be done based on the aspect of a brand, namely: a. Strengthens Strength is brand physical advantage and which is not had by other brands. Included in this group are the physical appearance of the product, all functions of the product, the price of the product, as well as the appearance of the product support facilities. b. Uniqueness Uniqueness is the ability to distinguish a brand among other brands. Included in this group are a variation of services provided, price variations of a product from the products in question. c. The Favorable Favorable leads to the ability of the brand to be easily remembered by the consumer. Included in this group are: ease brand to pronounce, the ability of the brand to keep it in mind. 22

4. Consumer Perception

a. Understanding of The Perception Perception can be defined as the process of how those stimuli was resolved, organized, and in interpretation Savaliya, 2003: 62. Perception can be defined as meaning that we restore based on past stimuli that we receive through the five senses. William j. Stanton, 1996: 126 b. Forming Factor of Perception The perception of the individual on an object is not just happens, but there are some factors that affected the functional factors stemming from the needs, past experience, and other things that are included in the personal factor. So the perception is not only determined by the type or form of stimulation, but also the characteristics of people who provide are sponse on the stimulation and the biological condition of Rachmat,2001 :55 c. Marketing Stimuli Marketing Stimuli are any communication or physical stimuli that are designed to affect consumers. The product and its components such as packaging, contents, physical characteristics is the main stimuli the primary stimulus. Communication designed to affect consumers is additional stimuli secondary stimulus, which presented the product as words, images, and symbols or by other stimuli associated with the product such as the product price, place of sale, product quality and the influence of advertising. 23 Source: Savaliya 2003: 62 Figure 2.1 The Process Of Perception According to Kasali Rhenald 2008: 23, forming factors of perception are classified into four parts, namely:

a. Cultural Background

Perceptions are bound by culture culture-bound. There are no two people who have cultural Values are exactly the same, so there are no two people have the perception that his perception is exactly the same. One of the cultural element is trust. Where the trust is a subjective assumption that an object or event had a certain value or cirri, with or without evidence. The value is typically sourced from a larger philosophical which is part of the cultural environment, because that value is unstable and difficult to change. Perception of self and others perception of self and others in Eastern society, society in General is collectively. Stimuli - Penglihatan - Suara - Bau - Rasa - Tekstur Sensati Indra Penerima Pemberi arti Perhatian Interpretasi Tanggapan Persepsi