Acer Toshiba Asus HP Lenovo Apple Dell

The 2015 International Conference of Management Sciences ICoMS 2015, April 23,UMY,Indonesia The 2015 84 he design and identity, packaging, communication, and the environment Brakus et al. 2009. The business competition is a higher sharpening, consumer preferences and behavior change; information technology develops rapidly on business to focus on better respond and to enhance customer satisfaction. The brand competition of PC is increasingly competitive. The manufacturers is trying to needs and wants of consumers by offering a variety of products with a many categories based on specifications, color, size and price. An increasingly greater bargaining power of consumer encourages every company to put its orientation on customer satisfaction as their primary performance. The type of brand is a name of a product released by a company. Laptops such as HP, Compaq, Lenovo, Sony Vaio, Dell, Apple, Asus, Axio, Acer, Samsung and Toshiba are some brands with quality and good reputation in develope laptop products. Figure 1 shows the ranking of a best laptop brand name in 2014. Laptop of Apple brand occupies ranked 1. The Apple brand has prestige value because it has a clear positioning in the eyes of consumer. Consumers frequently associate the brand as a user friendly, educational, fun, desktop publishing, friendly, Ipod, cool graphics, creative, Apple logo, innovative and Macintosh.Table1. Top Brand of Laptop of 2014 Source: Mag 2014 In 2014, the top nine brands of laptop were Apple in 1 st rank with the total grade of 89, followed by Lenovo in 2 nd rank with total grade of 80, and the 3 rd rank was occupied by Asus with total grade of 79. The evaluation and category includes, tech support, design, keyboard touchpads, display and audio, innovation, value selection and software. The shifting needs and wants of consumers are increasingly uncertain, because with awareness on a brand of product, then the best position of 2014 changed in 2015. Apple was replaced by Acer for the 1 st rank in 2015. In fact, the Acer brand was only occupying 8 th rank in 2014. Rank occupied by Lenovo was replaced by Toshiba in 2015, whereas Asus was still in 3 rd rank. Evaluation of Top Brand of 2015 for categories of NotebookLaptop Netbook consisted of 10 brands. The category of evaluation used Top Brand Index, namely Top of awareness, Latest used and Future Intention Headline 2015. Top of mind awareness is based on the brand that a respondent or consumer names it first, whereas Latest Used is based on the latest brand a consumer had used or consumed during one repurchase cycle, and the last is Future Intention, it is based brand a consumer has intention to use or consume it in future. Top Brand Award is awarded for brand of specific product categories meeting two criteria, namely brands with minimum Top Brand Index of 10 and brands occupying top three in their product category according to results of survey Headline 2015. Figure 2 describing Top Brand of 2015 of NotebookLaptopNetbook category based on brand and Rank Top Brand shows that Acer holds 1 st rank with rank point of 40.2, then Toshiba in the 2 nd with rank point of 12.1, and Asus in 3 rd rank with rank point of 11.0. Table2. Top Brand 2015 NotebookLaptopNetbook Category No. Image Brand Rank Top Brand

1. Acer

40.2

2. Toshiba

12.1

3. Asus

11.0

4. HP

7.6

5. Lenovo

7.0

6. Apple

5.2

7. Dell

3.6 The 2015 International Conference of Management Sciences ICoMS 2015, April 23,UMY,Indonesia The 2015 85 No. Image Brand Rank Top Brand

8. Samsung