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Figure 2.2 The Values of brand Awareness
Source: Durianto dkk., 2004:7 Brand Equity Ten: Strategy to lead the market
The explanations of those values are as follows: 1 Brand awareness becomes other association
2 Familiarity 3 Substance signals the presence, commitment and the core is very
important for a company. 4 Consideration of value
Durianto, 2004:8-9 b. The Level of Brand Awareness
Brand awareness has several levels of the lowest levels that are called unaware of brand until the highest level is top of mind; it could be
illustrated in the pyramid Durianto, 2004:7. Pyramid of brand awareness from low to highest level, as follows:
Brand Awareness Brand awareness becomes other association
Familiar Substances or Commitment
Considering brand
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Figure 2.3 Pyramid of Brand Awareness
Source: David A. Aaker 1997:97 in Durianto dkk., 2004:7 Brand Equity Management: Harnessing the Value of A Brand.
1 Unaware of Brand Lowest level in the pyramid of brand awareness in which consumers
are not aware of a brand. 2 Brand Recognition
The minimum level of brand awareness, where the introduction of a brand appears again after the recall through the aid, that is called aided
call. 3 Brand recall
Recall of brand without the aid or unaided recall. 4 Top of Mind
Brand was first mentioned by consumers or which first appeared in the minds of consumers, or the brand is the main brand of the various
Top of Mind Brand Recall
Brand Recognition Unaware of Brand
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brands that exist in the minds of consumers Durianto, 2004:6-7. Based on the above explanation of the levels of brand awareness that
shows the different levels of consciousness those vary in each individual.
5. Brand Association
Brand Association is one of the element former the important equities. Keller 2008:56 revealed that brand equity occurs when consumers are
familiar on the brand and have brand associations that are strong, favorable, and unique in memory.
According to Durianto 2004:69, Brand association is every
impression that comes to mind of someone who is related to the memory of a brand.
According to Aaker 1996:160 Brand association is everything related
to the memory of the brand Rangkuti, 2004:43.
Brand associations are the particular thoughts and feelings that consumers have linked in memory with a particular brand, much in the same
fashion that we hold in memory thoughts and feelings about other people Shimp, 2010:36.
According to Rangkuti 2004:42, brand association is activated in memory when people think about a particular brand.
a. The Approach of Brand Association The associations related to a brand associated with the five
approaches from Durianto and Sitinjak 2001 in Eka and Jony 2011:110,
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namely: 1 The association of the product attributes
2 The association of the intangible product attributes 3 The association of the customers benefit
4 The association of lifestyle personality and, 5 The association of the competition side.
According to Rangkuti 2004:43 brand association can create a value for the company and its customers, because it can assist in the
preparation of information to distinguish one brand from another brand. The five benefits of brand association, are seen in the preparation
of the information, differentiation, the reasons to buy, creation of positive attitudes or feelings, and basic extension Rangkuti, 2004:43 as the
following: 1 Assist in the preparation of the information.
2 Differentiation one brand from other brands. 3 The reasons to buy.
4 Creation of positive attitudes or feelings. 5 Basic extension.
6. Brand Personality
Brand association is also able to associate a brand through brand personality. According to Rangkuti 2004:43, brand personality is originated
from a collection of brand association formed in the minds of consumers, consumers who are accustomed to using certain brands tend to have a
