Jaguar Vs American Marketing

Marketing is the main foundation in business and society. The ability to recognize the needs and desires of consumers and combine it with market conditions is a key activity for a company to be able to maintain the viability of the company to remain exist. Marketing is not like any other business function. In this case, marketing deals with customers. Although a detailed explanation on the marketing definitions will be further discussed, perhaps the simplest definition of marketing is: Marketing is managing profitable customer relationship. The twofold goal of marketing is to attract new

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customers by promising superior value and keep and grow of current customers by delivering satisfaction (Kotler and Amstrong, 2012: 4).

American Marketing

For example, Jaguar hinted durable, expensive, high quality design, high value, prestigious, fast, etc.

2. Benefit

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A brand is not just a collection of attributes because what consumer‟s buy is the benefit of the product instead of the attribute. Attribute is supposed to be interpreted into functional and emotional benefit or psychological benefit. For example, the expensive attribute can be told as emotional benefit as “Jaguar increases my prestige.”

3. Values

A brand also states the values adopted by the producer. For example, Jaguar reflects high performance, security, and prestige.

4. Culture

There are certain cultures contained within a brand. For example, Jaguar is well-organized, efficient and high quality car.

5. Personality

A brand can project a certain personality. If a brand is visualized as person, animals, or an object, what can be imagined? Mercedes gives an impression of an authoritative leadership (person), a ruling lion(animal), or a magnificent palace (object).

6. User

A brand also implies the types of consumers who buy or use the product. For example, Mercedes is often perceived as top executive car midlife.

2.3.2 Role of a Brand

According to Kotler (2007:332), a brand has significant roles for a company. They are as

Organizations can generate brand awareness by, firstly having a broad sales base, and secondly becoming skilled at operating outside the normal media channels. Brand awareness is measured according to the different ways in which consumers remember a brand, which may include unaware brand, recognition, brand recall, top of the mind brand (Aaker, 1997).

a) Unaware brand is the lowest level in the pyramid brand awareness, where the consumer is not aware of the existence of a brand which is done by the aid of recalling (aided recall).

b) Brand recognition is related to consumers‟ ability to confirm prior exposure to that brand when given the brand a cue. It requires that consumers can correctly discriminate the brand which has been previously seen or heard.

c) Brand recall: Brand recall relates to consumers‟ aptitude to retrieve the brand from memory given the product category, the needs fulfilled by the category or a purchase or usage situation as a cue. It requires consumers to correctly generate the brand from memory when given a relevant cue.

d) Top-of-mind brand is the brand name that first comes to mind when a consumer is presented with the name of a product