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e. Develop employee initiative. Employees should be encouraged and allowed to take the initiative
and be involved in finding solutions to the problems faced by the creative and innovative thinking.
D. Brand Association
1. Understanding Trademark Association brand association Reflecting the brand image of a particular impression in relation to habits,
lifestyle, benefits, product attributes, geographical, prices, competitors, celebrities and others, Aaker 1991 in Durianto. 2004: 4.
According to the Rangkuti Aaker 2002: 43, brand association is anything related to the memory of a brand.
In general, brand associations especially those that form its brand image into a foothold in the consumer purchase decision and loyalty to the brand
Durianto, 2004: 69. 2. Functions Trademark Association brand association
According Durianto. 2004: 69-70, there are five functions of brand associations include:
a. Help process retrieve information to help the process of preparation of the information.
b. Differentiate differentiate. An association may provide an important foundation for the
efforts of a brand distinction from other brands.
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c. Reason to buy reason to buy. Brand association evoke various product attributes or benefits
to the consumer customer benefits that can provide the specific reasons for consumers to purchase and use any other
brand. d. Create a positive attitude feelings creating positive attitudes
or feelings. Some associations are able to stimulate a positive feeling,
which in turn spread to the brand in question. The association can create a positive feeling on the basis of their previous
experience and the experience of conversion into something else than others.
e. Basis for extensions the foundation for expansion. An association can produce the foundation for an expansion by
creating a sense of conformity sense of fit between a brand and a new product or by presenting a reason to buy the product
expansion. 3. Reference Trademark Association
According Durianto. 2004: 70-72, associations related to the brand is commonly associated with a variety of the following:
a. Product attributes product attributes. Associate attributes or characteristics of a product positioning
strategy that is most commonly used. Developing these
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associations are effective because if the attribute is meaningful, the association can be directly translated into the purchase of a brand
reasons. b. Attributes intangibles intangible attributes.
An intangible factor is a common attribute, such as perceived quality, technological advances, or the impression that summarizes
a set of attribute values and objectives. c. Customers benefits benefit to the customer.
Because most of the attributes of the products provide benefits to the customer, then the relationship between them is usually
artifacts. Benefits to customers can be divided into two, namely: 1 Rational benefits benefits rational. Benefits rational
closely related to the attributes of the products that can be part of a rational decision making process.
2 Psychological benefits
psychological benefits.
Psychological benefits are often the consequence of an extreme in the process of attitude formation, associated with
feelings arising when buying or using the brand. d. Relative price relative price.
Evaluation of a class in part of brand of this product will begin by positioning the brand in one or two of the price level.
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e. Application use. This approach is to associate the brand with a specific use or
application. f. Users customers users customers.
This approach is to associate a brand with a new type of user or customer of the product proficiency level.
g. Celebrity person famous people audience. Linking famous person or an artist with a strong brand associations
can transfer that is owned by famous people to the brand. h. Life style personality lifestyle personality.
Association of a lifestyle brand with an association can be inspired by the brand customers with a variety of personality and lifestyle
characteristics were almost the same. i. Product class class of products.
Associating a brand in its product class. j. Competitors competitors.
Knowing competitors and try to match or even surpass competitors.
k. Country geographic area country geographic region. A country can be a powerful symbol as long as it has a close
relationship with the products, materials, and capabilities.
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E. Brand Loyalty
