APRESIASI KONSUMEN TERHADAP MEREK (BRAND) DALAM NEGERI

Hamdani Surachman, Guido Benny

Abstract


Brand is one of the strategies in marketing but development of brand requires a long term investment, especially for advertising, promotion and packaging. Nowadays many manufacturers finally realized that market captured is precisely can be done by building a brand itself in the country, so that the brand can earn loyalty from customers. The significance of developing brands for businesses (SMEs) and Government is increasing competitiveness, value added, prosperity and the national economy situation. Indonesia, which is manufactures a variety of products, both agricultural and industrial exports more products using the foreign brands, so the value added enjoyed by holders of foreign brand. To establish and develop brands, need to do a few things such as create A Single Brand (model sakasame), socialize brand development (through seminars, exhibitions or the mass media), and formed an agency of Indonesia brand development. 


Keywords


Brand; Sakasame; Agency of Indonesia Development Brand

Full Text:

Edit

References


BIBLIOGRAFI

Baron, R.A. and Byrne, Donn, (1997), Social Psychology: Understanding Human Intraction, 8th edition. Boston: Simon & Schuster Inc.

Breckler, S.J., & Wiggins, E.C., (1998) “Affect versus evaluation in the structure of attitudes, journal of Experimental Social Psychology, 25, 253-271.

Churchill, G.A., (2004), Marketing Research: Methodological Foundation, Thomson Learning.

Eagly, H.A. and Chaiken, S., (1993), Psychology of Attitudes, Hartchourt: Harcourt Brace Jovanovich College Publishers.

Han, (1998), “Country Image: Halo or Summary Contruct?”, Journal of Marketing Research, Vol.26, May pp.222-229.

Kotler, P. (2003) , Marketing Management 11th Edition. New Jersey: Prentice Hall.

---------------------- And Keller, K.L, (2006), Marketing Management, 12th Edition. New Jersey: Prentice Hall.

Mohamad, O, Ahmed, Z.U., Honeycutt Jr., E.D and Tyebkhan,T.H., “Dose 'made in … ‘Matter to consumers? A Malaysian study of country of origin Effect.” Multinational Business Review, Fall 2008; 8,2; ABI/INFORM Global.

Papadopoulos, N., and Heslop, L.A., (1990), “A Comparative Image Analysis of Domestic versus Imported Products,”International Jurnal of Research in Marketing, 7 December, pp. 283-294.

Porter, M.E., (1994) Keungguln Bersaing, Jakarta: Bina Rupa AAksara.

ARTIKEL DI SITUS INTERNET

“Chinese economy slows to still sizzling 11,5% growth”. www.usatoday.com (2007-10-25). Diakses pada 30 Oktober 2007.

“Chin’s GDP grow 11,7% in 2006, fastest in 11 years”. www.chinadaily.com (2007-01-26). Diakses pada 27 Maret 2007.

“China Is a Private-sektor Economy”. BussinessWeek (2005-08-22). Diakses pada 27 Maret 2007.

“Economy of the People’s republic of China”. en.wikipedia.org, Diakses pada 10 Desember 2007.

“Fighting Poverty: Findings and lessons from China’s Success” (World Bank). Diakses pada 10 Desember 2007.

“China’s Power Brands”. BussinessWeek (edisi 8 November 2004). Diakses pada 10 Desember 2007.

“45 Businesses Scoop Top Brand Gongs”. China Daily (edisi Senin, 3 September 2001). Diakses pada 10 Desember 2007.

“Differences between well-known trademarks and top brands”. english.ipr.gov.cn (13 Maret 2007). Diakses pada 15 November 2007.

“Chongging government rewards well-known trademarks”. English.ipr.gov.cn (21 Desember 2006). Diakses pada 20 November 2006.

“MOFCOM: the firs batch of reconfirmed “China Time-honored Brand” enterprises to be announced in September”. International Business Daily, english.ipr.gov.cn, 21 Juni 2006. Diakses pada 15 November 2007.

“Wuhan supports the development of Chinese Time-Honored Brand”. Cnhan.com, 7 Juli 2006. Diakses pada 20 November 2007.

“925 brands entitled with ‘Chinese Famous Brand’ “.www.cfie.org.cn, 11 November 2005. Diakses pada 20 November 2007.

“Selection of Most Influential Brands in Chogqing start”. Chongqing Morning Post, 16 Mei 2007. Diakses pada 20 November 2007.

“Brand festival to kick off in Shanxi”. IPR in China, english.ipr.gov.cn, 30 Mei 2007. Diakses pada 20 November 2007.

“Jiangxi: Interim Measures on Management of Brand Development Fund released”. IPR in China, english.ipr.gov.cn, 16 Mei 2007. Diakses pada 20 November 2007.




DOI: http://dx.doi.org/10.30908/bilp.v2i2.166

Refbacks

  • There are currently no refbacks.



Indexed by

  • Google Scholar

 

  • Indonesian Scientific Journal Database (ISJD)

 

  • ResearchBib

 

  • BASE

 

  • OneSearch

 

  • PKP-Index
  • SINTA
  • Garba Rujukan Digital
  • Crossref Metadata Search