Brand is a major gateway for a business. through the brand, companies can capture the hearts of consumers to come and buy the product.
Brand is the equity or assets of a company that adds value to the products and services offered to consumers. brand is not just a symbol attached to the product, but the brand itself has six levels of understanding are the attributes, benefits, values, culture, personality, user.
1. attributes
element attached to a product, including sales, service, and product excellence
2. The benefits
customers buy goods not because of its attributes, but because these items have benefits.
3. The value of
brand represents the value of its products. branded clothes for example can make the wearer becoming more confident when wearing them.
4. culture
brand represents the culture, for example, Japanese technological advances due to hard work and culture of Japanese society.
5. personality
brand as someone who reflects certain personality
6. wearer.
brand can show the kind of consumers when purchasing or using a particular product.