Brand Analysis Essay

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Recommended: Keller's brand equity model

CHAPTER TWO
LITERATURE REVIEW

2.1 Brand Analysis
A brand is a powerful tool to be able to rely on its strength for its approach to consumer. Getting your target market choose you over the competitor is essential but getting your brand has a prospect to fulfill consumer needs and wants as their main solution is important. To assess the current position of a local brand and global brand in Indonesia, it is crucial to analyze how the brand is recognized, how the brand is appraised and to what extent consumers are entrust to the brand. (Dillon, Madden, Kirmani, & Mukherjee, 2001) give a model to analyzed brand based on two components: brand-specific associations and general brand impressions. The model can give a benefit too:
• Determining to what extent a brand achieves its superiority or if it has meaningful specific benefits to its consumers
• Investigating the role of every component of brand analysis in creating global brand attitudes that driven purchase intentions and preference
• Providing …show more content…

Attributes are the features of each product that are classified into product-related and non-product related. Product-related attributes are those that “relate to a product’s physical composition”, physical product exposure that derived experience from the brand. Those made consumer perception of brand connected with their emotional and perceived quality of product from a specific brand (Alexandris, Douka, Papadopoulos, & Kaltsatou, 2008). In this study, it uses two constructs for this brand-specific associations as used by previous research which is: emotional value and perceived quality. (Min-Young, Knight, & Youn-Kyung, 2008) suggested there are two constructs that become two major dimensions of brand-specific association as they form critical factors in product

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