2 the PCDL Model

Bagan 2.2 the PCDL Model

Channels of communications are often used in positioning the brand in the minds of consumers through integrated brand marketing communications, such as advertising, direct marketing, sales promotion, Sponsorships, endorsements, public relations, and the Internet. The success of a brand is built up through repetition creative theme in various types of media. The use of emotional aspects in advertising that attracted the attention of the public can generate an emotional connection (Parameswaran, 2001). That requires strategic planning of IMC (Integrated Marketing Communication) which shows the long-term value of a brand to target consumers. Message from the IMC activities must be consistent with the brand values, brand personality, brand identity and other dimensions (Ghodeswar, 2008, p. 7).

Delivering the brand performance

The Company is obliged to monitor their brand continuously in the face of aggressive competition. This development can be monitored at the level of the purchase, consumption, brand recognition, brand recall, awareness advertising, etc.. This approach will make the brand marketing to access the effect of marketing campaigns in influencing the target consumer, which in turn can measure the strength of the brand.

Services play an important role in the brand experience, which is seen as the brand's overall relationship with their customers. Progressive companies will dig their brand philosophy through the organization, evaluate the entire relationship with the customer in order demonstrate a consistent brand experience so as to achieve brand loyalty (Ghodeswar, 2008, p. 7) .

Brand loyalty represents a desired behavior in the form of a purchase of a consistent brand, which is the result of the obtained consumer satisfaction of their needs (Assael, 2001). Customer loyalty can only be achieved through the development of premium loyalty by building emotional intimacy between a brand and its consumers (Gaunaris and Stathakopoulos, 2004 in (Ghodeswar, 2008, p. 7). Consumers can contribute to brand loyalty through communication by 'word -of-mouth marketing '.

To achieve this goal, the company must implement operational standards in all areas of activity with regard to the brand. This standard is then applied to the behavior, management practices, performance achievement, and so on (Klaus and Ludlow, 2002 in (Ghodeswar, 2008, p. 7). Operational standards will strengthen the customer's assurance that 'the brand promise' will be delivered by both.

Leveraging the brand equity

Keller (2003b in (Ghodeswar, 2008, p. 7) defines brand equity maximization process (leveraging the brand equity) as linking the brand to other entities that can create a series of new associations. In this case, the company implements a variety of different strategies to maximize brand through brand extensions, ingredient branding, co-branding, etc.

According to Subramanian and Ghose (2003 in (Ghodeswar, 2008, p. 8), if brand extensions fail, it can disturb the brand equity of the parent brand. Additionally, advertising on brand extensions can result in 'spillover' significant tradeoffs. Effects of advertising spillover becomes relevant when a brand name is used on two or more products that are advertised separately. at According to Subramanian and Ghose (2003 in (Ghodeswar, 2008, p. 8), if brand extensions fail, it can disturb the brand equity of the parent brand. Additionally, advertising on brand extensions can result in 'spillover' significant tradeoffs. Effects of advertising spillover becomes relevant when a brand name is used on two or more products that are advertised separately. at