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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
1. Understanding of brand perceived quality Impression of the quality of the brand can be defined as the customers
perception of the overall quality or superiority of a product or service associated with what is expected by the customer Durianto, 2004: 96.
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Meanwhile, according to the Rangkuty Aaker 2002: 41, the perception of quality is the customers perception of the overall quality or superiority of a
product or service that is equal to the expected mean. Based on the above definition it can be concluded that the perceived
quality of the brand is the customers perception of the overall quality or superiority of a product or service related to customer expectations.
Because perceived quality is the customers perception of the perceived quality cannot be determined objectively. Customer perception will involve
what is important to customers because each customer has an interest measured relative different to a product or service. Thus it can be said that
discuss the perceived quality means it will discuss the involvement and interests of customers.
2 . Dimension of brand perceived quality According to Garvin in Durianto, 2004: 98, the dimensions of perceived
quality is divided into seven, namely: a. Performance: The main operations involve a variety of characteristics,
such as the operational characteristics of the car are speed, acceleration, steering system, as well as comfort. Because of the interest of customers
differ from each other, customers often have different attitudes in assessing the performance of these attributes.
b. Services: reflects the ability to provide services on these products. For example, a particular brand of car damage or provide services 24-hour car
service around the world.
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c. Resilience: reflects the economic life of the product. For example, a particular brand of car that is positioned himself as a durable car although
it has only 12 years old but still works fine. d. Reliability: consistency of performance resulting from a purchase of a
product to the next purchase. e. Product Characteristics: additional parts of the product feature, such as
remote control of a video, WAP system for mobile phones. This addition is usually used as an important differentiator when two brands of products
look almost the same. These additional parts emphasized that the company understands the needs of its customers with the development dynamic.
f. Conformance to specifications: a view of the quality of the manufacturing process there is no product defect in accordance with predetermined
specifications and tested. For example, a car in a particular class with predetermined specifications such as the type and power of the engine.
g. Results: leads to the perceived quality involving six dimensions previously. If a company cannot produce the final results good product
then chances are the product will not have another important quality attributes.
3. Values of brand perceived quality Perceived quality has an important role in building a brand, in the context
of the perceived quality of a brand can be an important reason for the purchase and which brand would be considered customers which in turn will affect
customers in deciding which brand to buy Durianto, 2004: 100 to 101.
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Perception of the overall quality of a product or service can determine the value of the product or service and directly affects consumer purchasing
decisions Durianto, 2004: 96. In general, the values of consumer impressions can be described as
follows:
Image 2.3
Diagram of perceived quality
Source: Durianto 2004:101.
Explanation of the picture 2.3 above can be seen as follows: a. Reasons to buy
Limitations of information, money and time to make a purchase decision is heavily influenced by ones customers perceived quality of
brand that is in the minds of consumers, so often times the only reason
Reason to buy Differentiation or position
Optimal price
Interest distribution channels Perceveid Quality
Brand extension
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for his purchase decision based on the perceived quality of the brand to be bought.
b. Differentiation or position Differentiation is defined as an essential characteristic of the brand, if
the brand or economically valuable also with regard to the perception of the brand is the best or just competitive against other brands.
c. optimum Price This advantage gives choices in setting the optimum price can
increase profits or provide resources for reinvestment in the brand. d. Interests distribution channels
This advantage is due to the increasing interest of distributors can offer a product that has a perception of high quality with attractive
price and controls the traffic distribution to distribute the brands that consumers demand.
e. brand extension Impression of the quality can be exploited by introducing a variety of
brand extension, by using a specific brand to enter into new product categories.
4. Develop a strong brand quality According to Aaker, Managing brand equity in Durianto. 2004: 104,
points to consider in building perceived quality are:
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a. Commitment to quality. Companies must have a commitment to quality and to maintain the
quality continuously. Efforts, maintaining quality is not just lip service but is reflected in the action without compromise.
b. Quality culture. Commitment to quality should be reflected in the corporate culture,
behavioral norms, and values. If a company is faced with the choice of quality and cost, the quality of which must be won.
c. Information input from customers. In the end the perceived quality build the customer who defines
quality. Often leaders erred in estimating what is considered important by customers. For example, a credit card, the manager
estimated that the ease of obtaining credit cards is the most important to the customer, when the customer safety and assurance of a lost card
is paramount. Thats why companies need to continuously research the customers in order to obtain accurate information and up to date.
d. Clear targets or standards. Quality goals must be clear and not too common because the targets
are too general quality tends to be of no benefit. Quality should also have clear standards, it is understood and prioritized. Too many
targets without priority is tantamount to not have a focus target that would ultimately jeopardize the survival of the company itself.
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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
