39
will increase the chances of people listen to the information of an opinion leader.
b. Credibility, addition to an extensive network, the opinion leader must have credibility.
Credibility is the quality, capability, or power to generate trust. There are two factors that
make a person has credibility, honesty and the ability or expertise. Someone who is not
considered to have expertise not wants to hear his opinion. Furthermore, an expert who is not
considered fair also will not be able to influence others.
F. Brand Image
1. Definition of Brand
Positive image consumer to a brand more allows consumers to make purchases. Good brand also became the basis for building a
positive corporate image. The benefits of a positive brand image, the company bias expand product lines by utilizing the positive
image which has been formed to brand old products. The thing to note is how to maintain and improve the already positive brand
image.
40
Here is some understanding of brand image brand image in
the view of the experts:
a. Brand image simply by Rangkuti 2009: 43 is a set of
associations brand brand formed in the minds of consumers. b.
Keller 2008: 66 defines brand image as a perception or impression of a brand by a group of associations that connect
customers to the brand in their memories. From the above understanding can be concluded that brand
image is the result of perception and understanding of consumers on the brand of a product is seen, thought and imagined. By creating
the right brand image for a products, would be very useful for marketers, because the brand image will influence consumer ratings
on alternative brand faces. Fournier said that consumers perception of a brand is one of
the keys to building a long term relationship. Furthermore, Morris 1996 in Rahma 2007: 28 reveals that building a strong perception
of the brand is the top priority at some companies today. Meghan 1995 in Rahma 2007: 28 also noted the importance of brand
image development in business organizations. Meenaghan states that the image of a well-managed brand will produce positive
consequences, including:
41
a. Improving the understanding of knowledge on aspects consumer behavior in making decisions.
b. Enhancing consumer orientation toward things that are symbolic over the functions of the product.
c. Improving consumer confidence in the product. d. Increase sustainable competitive advantage in view of
technological innovation is very easy to be imitated by competitors.
Another opinion expressed by Graeff 1996 in Rahma, 2007: 30 states that the rapid development of the market, will encourage
consumers to more expensive brand image then attention to the characteristics of the products offered. The condition indicates that the
product is in mature stages in the product life cycle. Cover proprietary, competitive and stage image. Proprietary explains that the brand is able
to show the uniqueness of some products on the market. Competitive explains that the brand is able to describe a product has a competitive
advantage that the drive competitors to perform product development in order to survive in the market. While the stage to explain that the
brand image of a product capable of being decisive in differentiating a product in the minds of consumers in their purchase decision than other
products.
42
It can be concluded based on the opinion of experts that the brand is the brand associations that exist in the minds of consumers, which is
created by an Association strong brand, unique and good. And consumer associations to the brand determine brand image.
2. Measurement of brand image is based on aspects of a brand According to Keller 2008: 56 that the measurement of a
brand can be performed based on the aspect of a brand, namely: strength, uniqueness, and favorable:
a. Strength Strength leads to various advantages owned brand
relevant physical, and not found in other brands. Such as product design, the products have good quality, and a brand
name that already has a reputation in the field of the technology world. The brand of excellence refers to the
physical attributes of the mark in question so that it can be considered as an advantage over other brands.
b. Favorability Favorability leads to their ability to be easily
remembered by customers. Included in the group of favorability among others: the ease of the brand to say, the
ability of a brand to keep in mind the customer, as well as
43
correspondence between the impressions in the minds of customers with the desired image of the company on the brand
concerned. c. Uniqueness
Uniqueness to differentiate a brand with another brand. This impression arises from the attributes of the product.
Unique impression means there is a differentiation between the products with other products.
G. Brand Switching
