Role of Brand

Brands play a pivotal role, one of which is to bridge the expectations of consumers when we promise something to the consumer. Thus it can be known of the emotional bond created between the consumer and the company producing the product through the brand. Ordinary competitors offering similar products, but they may not offer the same emotional promise.

According Darmadi Durianto, et al (2001: 2), the brand becomes very important today, because several factors such as:

1) Emotions consumers sometimes spotty. Brand was able to make an appointment to be consistent and stable emotions.

2) The brand is able to penetrate every fence cultures and markets. It can be seen that a strong brand can be accepted throughout the world and culture.

3) Brand was able to create communication interaction with consumers. The stronger the brand, getting stronger all interactions with consumers and more brand association (brand association) formed in the brand. If the brand association is formed in the brand has a strong quality and quantity of this potential will enhance the brand image (brand image).

4) The brand is very influential in the form of consumer behavior. Strong brands will be able to change consumer behavior.

5) Brand facilitate the process of making purchasing decisions by consumers, with the brand, consumers can easily differentiate the product to be purchased with another product in respect of quality, satisfaction, pride or other attributes are attached to the brand.

It can be concluded that the brand has an important role and is an asset for the company. In a competitive market conditions, preferences and customer loyalty is the key to success. Moreover the current conditions, the value of a well-established brand that is comparable with the reality of increasing the difficulty of creating a brand.