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.
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