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functional and emotional benefits, Ill keep it safe in case of an accident.
c. Value The brand also stated value of the manufacturer. Mercedes states
of high performance, security, prestige, and others. Brand marketers should be able to know which group of car buyers who are looking
for these values. d. Culture
The brand also represents a particular culture. Mercedes represents German culture: organized, efficient, and high quality.
e. Personality brand also reflects a certain personality. If a brand is a person,
animal, or an object, what would have occurred to us? Mercedes reflects a sensible leader the lion reigns animal, or a simple place
object. Sometimes it reflects the personality of a famous brand.
2. History of Brand
The practice of branding has been going on for centuries. The word brand in English is derived from the word brand in Old Norse, meaning to
burn, referring to the identification of livestock Blackett 2003 in Tjiptono 2005: 23. At that time, the owner of the farm use stamp special to mark his
cattle and distinguish it from other peoples livestock. Through this stamp as consumers become more easily identify the cattle quality offered by a good
reputable breeder. In fact, one definition of a brand that formulates the Oxford
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Advanced Learners Dictionary of Current English 2000 is: a mark made with a piece of hot metal, especially on farm animals to show WHO owns
them mark made by a hot metal, especially on farm animals to show who the owner. A number of historical evidence reveals that the brand mark identity in
the form identity marks have been used since thousands of years ago. For example, the writings and drawings on the walls of ancient Egyptian
tombs show that the cattle at that time had been given a brand mark since 2000 BC BC. In ancient Roman times, the stores put on the image such as
shoes, beef or meat to identify their products. Other examples include identifying marks on ancient Chinese porcelain and ancient Greek and Roman
urns Tjiptono, 2005: 24.
3. Benefit of brand
Keller 2003 in Tjiptono, 2005: 20, expressed in terms of brand manufacturers play an important role as:
a. Means of identification to facilitate the process of handling or tracking products for the company, especially in the organization of preparation
and accounting records. b. This form of legal protection against the features or aspects of a unique
product. Brands can get the protection of intellectual property. The brand name can be protected by trademarks registered trademarks, the
manufacturer processes can be protected by patents, and packaging can be protected by copyright copyrights and design. Intellectual property
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rights is to guarantee that the company can invest safely in a developed brand and reap the benefits of these valuable assets.
c. Signal level of quality for satisfied customers, so that they can easily select and buy it again at a later time. Such brand loyalty produces
predictability and security of demand for the company and create entry barriers that make it difficult for other companies to enter the market.
d. Means for creating unique associations and meanings that differentiate the product from competitors.
e. Source of competitive advantage, particularly through legal protection, customer loyalty, and a unique image that is formed in the minds of
consumers. f. Sources of financial returns, especially regarding future revenues.
Keller 2003 in Tjiptono 2005: 20, suggests the principal benefits of the brand for consumers, namely:
a. Brand that identifies the source of the product. b. Brand as imposing liability on a particular manufacturer or distributor.
c. Brand as a risk reduction. d. Brand as a suppressor of search costs internal and external.
e. Brand as a promise or a special bond with the manufacturer. f. Brand as a symbolic means of projecting the self-image.
g. Brand as a signal of quality
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B. Brand Awareness
