Brand Personality Essay

1544 words - 6 pages

Brand PersonalityBrand Personality (kepribadian brand) adalah sekumpulan asosiasi brand yang terbentuk dan melekat di benak konsumen. Dari pengertian tersebut dapat diketahui bahwa brand personality merupakan sekumpulan asosiasi yang dipersepsikan oleh konsumen terhadap brand tertentu.Pengertian brand personality menurut Gelder (2005: 41):"Brand personality is developed to enhance the appeal of a brand to consumers"1yang artinya, brand personality adalah suatu cara yang bertujuan untuk menambah daya tarik brand dari sisi luar mata konsumen. Sedangkan menurut Keller (1993: 444),"Brand personality is the human characteristics or traits that can be attributed to a brand"2yang artinya, brand personality adalah karakteristik manusia atau ciri-ciri yang dapat diatributkan kepada suatu brand. Jadi, brand personality adalah suatu cara yang bertujuan untuk menambah daya tarik dari brand dengan memberi karakteristik pada brand tersebut yang bisa diperoleh melalui komunikasi, pengalaman, serta dari orang yang memperkenalkan brand itu sendiri.Aaker (1997) menyebutkan bahwa brand personality merupakan kumpulan karakteristik manusia yang dikaitkan terhadap sebuah brand, seperti kehangatan, perhatian, sex, umur atau status sosial. Secara umum, kepribadian brand merupakan pemanfaatan karakteristik manusia sebagai salah satu identitas dari brand untuk membangun hubungan emosional kepada konsumen, serta menciptakan brand yang terus berkembang.Lebih jauh lagi, brand personality menghubungkan ikatan emosi dengan brand itu sendiri sebagai dasar untuk diferensiasi brand dan costumer relationship. Brand personality akan melibatkan dimensi yang unik untuk sebuah brand.Brand personality dapat dibangun jika brand tersebut benar-benar dipelihara dengan baik oleh perusahaan. Selain itu, bagaimana suatu brand mampu memberikan kualitas dan harapan yang diinginkan oleh konsumen. Jika suatu brand mampu menunjukkan dan mempertahankan nilainya, maka ia akan mampu bertahan di tengah persaingan. Adapun hal yang penting untuk diperhatikan dalam membangun nilai suatu brand adalah diperlukannya inovasi dan kreatifitas, serta konsistensi dan kontinuitas yang tinggi. Dan perlu diingat juga bahwa aktivitas membangun sebuah brand adalah suatu proses yang membutuhkan waktu yang bersifat jangka panjang.1 Gelder, S.V. (2005). Global brand strategy. London: Kogan Page. p.41.2 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer based brand equity (2nd ed). New Jersey: Prentice Hall. p.444.Brand personality dibentuk berdasarkan asosiasi dan persepsi konsumen atas brand yang bersangkutan. Asosiasi itu terjadi karena faktor keterhubungan dengan produk atau karena faktor lain yang tidak berhubungan sama sekali dengan produk. Karakteristik produk merupakan faktor penentu utama dalam pembentukan kepribadian brand (brand personality). Bahkan, brand personality dapat ditentukan berdasarkan kelas produk di mana sebuah brand itu berada. Di samping itu, brand personality dapat pula...

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