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Industrial world continues to grow dynamically and the competition is so tight increasingly raise awareness among businesses of the importance of a brand. Even as the brand considerations have stimulated the Salim Group (Indonesia's largest holding company) dare to buy a brand Bimoli worth Rp. 25 billion from Sinar Mas. Salim Group also bought a few brands that are considered to have high equity such as the Tugu Luwak coffee and soy sauce plates Lombok.
Brand is a very valuable asset called goodwill and plastered on the balance sheet. Brand reason, will provide revenue in the future.
But whether it is actually a brand?Understanding brand by David A. Aaker is the name and character or symbol that distinguishes (such as a logo, seal or packaging) in order to identify the goods or services from a seller or a particular group of sellers. Thus a mark to distinguish them from goods and services produced by competitors. Meanwhile, according to William J. Stanton is the name brand, term, symbol or special design or some combination of these elements ¬ elements that are designed to identify the goods or services offered by the seller. Thus, it can disimpulkai that the brand has two elements, namely Brand name consisting of letters or words that can be read ¬ word, and Brand-shaped mark containing symbol.Merek company promise to consistently provide features, benefits, and certain services to the buyer. Brand is more than just a guarantee of quality because it covered the following sixth sense.

1. Product attributes, like quality, prestige, resale value of design, and others.                             Mercedes declare something  expensive, well-made products, terancang good, durable, highly prestigious, and so forth.
2. Benefits.                                                                                                                                 Although a brand to bring a number of attributes consumers actually buy the benefits of the product. In this case the brand attributes needed to be translated into the benefits of functional or emotional benefits. As an illustration, the attribute "expensive" tends to translate as emotional benefits, so people who drive a mercedes will feel themselves regarded as important and valued. 
3. Value.                                                                                                                                        Brand also says something about the manufacturer. Mercedes states that high-performance products, safe, prestigious, and so forth. Thus producers ¬ Mer cedes also received high scores in the public eye. 
4. Culture.                                                                                                                                      Brand also reflect a particular culture. Mercedes represents German culture that is organized, consistent, high level of seriousness, efficient and high quality. 
5. Personality.                                                                                                                                 Brand also reflects a certain personality. Often a specific product using famous personalities to boost or sustain brand products. 
6. User.                                                                                                                                         Marks indicate the type of consumers who buy or use these products. Users generally diasosikan Mercedes with the rich, the top managers, and so forth. User Dimension kiddies of course is the children. 

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