[Brand Management] Emotions and Buying Decisions: Personality Traits Carried by A Brand

“Relationships thrive on emotions; they survive or perish, depending on the emotional fit between people. Brands have therefore to reflect personalities that people like, and this means having an emotional basis or edge to them. Indeed, the best brands have personalities carefully crafted to suit them and their target audiences.”[1]   Brands, like a person, […]

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[Perencanaan Strategis] Positioning dan Kekuatan Brand: Posisi Produk dalam Persaingan Kategori Serupa

Kekuatan sebuah brand bergantung pada bagaimana mereka mendapatkan ruang di pikiran konsumennya.[1] Brand hidup di pikiran konsumen, dan karenanya, terasosiasi dengan pengalaman dan pengetahuan konsumen yang bersifat akumulatif. Namun, tak semua brand yang berinteraksi dengan konsumen mampu mendapatkan ruang di pikirannya. Tingginya paparan media dan teknologi komunikasi yang terus berkembang menyebabkan konsumen lebih selektif dalam […]

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[Brand Management] Self-Defining Our Values: Image Building through The Use of Brand Identity

“As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority. How a brand is perceived affects its success, regardless of whether it’s […]

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