Brand Awareness LITERATURE REVIEW

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B. Brand Awareness

1. Understanding of Brand Awareness Brand awareness is the ability of a potential buyer to recognize, recall of a brand as part of a particular product category Durianto, 2004: 57. Meanwhile, according to Aaker 1999 in Afandy 2008: 22, Brand awareness is a consumer acceptance of a brand in the minds of them which is shown by their ability to recall and recognize the brand into the back of a certain category. 2. Establishment of brand awareness Part of a product category needs to be emphasized because there is a strong relationship between the brand product category involved. For example, the publication of Garuda Indonesia will not help the brand awareness of Kacang Garuda. Brand awareness requires continum ranging range continuum of feelings of uncertainty that a particular brand has been known beforehand, so that consumers believe that the product is the only brand within a product group Durianto, 2004: 55. Therefore, consumers are likely to buy a brand that is known, because by buying brands that are well known, they feel safe, protected from various risks with the assumption that the use of a brand that is known to be more reliable, Durianto, 2004: 54. This continuum can be represented in different levels of brand awareness that can be described in a following pyramid: 18 Image 2.1 BRAND AWARENESS PYRAMID Source: Durianto 2004:55. The role of brand awareness in brand equity will depend on the level of achievement of awareness in the minds of consumers Durianto, 2004: 55, the picture above shows the four levels of brand awareness in a pyramid called brand awareness. Pyramid brand awareness from the lowest level to the highest level is as follows: a. Brand unaware not aware of the brand is the lowest level of brand awareness in the pyramid, where the consumer is not aware of a brand. b. Brand recognition branding is the minimum level of brand awareness, where the introduction of a brand appear again after the recall through the aid aided recall. Top of Mind Brand Recall Brand Recognition Brand Unware 19 c. Brand Recall recall of the brand is the recall of the brand without aid unaided recall. d. Top of Mind top of mind is the first brands mentioned by consumers or who first appeared in the minds of consumers. In other words, the brand is the main brand of different brands that exist in the minds of consumers. Brands that in the first call in a recall task without the help of means have achieved top of mind awareness top of mind awareness, a special position. In a very simple sense, a brand is a leader of a variety of brands that exist in ones mind. Of course, there are other brands that are adjacent to it. To be able to achieve brand awareness and improved can be reached in the following ways Aaker in Durianto, 2004: 57: g. The message must be easy to remember and look different than the other and there should be a relationship between the brand and the product category. h. Wearing a slogan or jingle interesting song to form a consumer to remember the brand. i. If the product has a symbol, the symbol should be used may be associated with the brand GA with blue giant bird. j. The expansion of the brand name can be used in order to brand the more memorable customers. 20 k. Brand awareness can be enhanced by using an cues according to product category, brand, or both. l. Doing repetitions to improve the recall because, it is difficult to form memories than shape recognition. 3. The purpose of brand awareness Brand recognition is the first basic step in the task of communication. The role of brand awareness in helping the brand can be understood by examining how brand awareness creates a value Durianto, 2004: 7. Brand awareness provide value in four ways, as shown in Figure 2.2. Image 2.2 Value of brand awareness Source: Durianto 2004: 7. Explanation of the four values are as follows: a. Anchor link a variety of associations: a high brand awareness in the minds of consumers will help the associations attached to the brand because, cruising the brand to be very high in the minds of consumers. Places of link for association Familiar liking Substancecommitment Consider brand Brand awareness 21 It can be concluded that if a brand awareness is low, then the association created by the marketer would be hard attached to the brand. b. Familiar or taste like: if a very high awareness of the brand, the consumer will be very familiar with the brand and eventually there will be a high liking towards the brand. c. The substance or commitment: brand awareness can signal the presence, commitment, and the core is very important for the company. So if a high awareness of the brand, the brands presence will always be able to feel. A brand with high consumer awareness is usually caused by several factors, namely the widely advertised, the existence of which has stood the test of time, a wide range of distribution, and the brand is managed properly. d. Consider the brand: the first step in the buying process is to select the brands known in the business of the group to consider and decide which brand to buy. Brand top of mind with a high value-high consideration. If a brand is not stored in the memory, the brand will not be considered in the minds of consumers

C. Brand Perceived Quality