Risanto, Yusuf (2005) Analisis deskriptif asosiasi mahasiswa FE-UB dalam membentuk identitas merek FE-UB dalam kerangka interaksionisme simbolis. Sarjana thesis, Universitas Brawijaya.
Abstract
Dalam pemahaman konsumen pada awalnya merek seringkali hanya dipahami sebagai sebuah nama produk. Pemahaman ini terjadi karena dalam pemasaran nama lebih dikedepankan untuk memaknai sebuah merek. Dan nama merek digunakan sebagai langkah awal untuk proses kesadaran merek ( brand awareness), sebagaimana dikatakan Aaker (1991): Nama merupakan indikator inti yang mendasari dari merek, basis untuk kesadaran maupun usaha-usaha komunikasi. Bahkan seringkali yang lebih penting adalah kenyataan bahwa nama bisa menghasilkan asosiasi-asosiasi yang mampu menggambarkan merek tersebut. Dengan kata lain, nama bisa membentuk esensi dari konsep merek itu. Demikian pula yang dikatakan Knapp (2001) : Sebetulnya, bila orang-orang menggunakan kata merek, mereka selalu berpikir tentang nama merek atau suatu produk atau jasa yang berhubungan dengan nama merek yang terkenal...Banyak merek benar-benar hanya merupakan nama merek karena tidak mempunyai karakteristik khusus atau tidak dianggap unik. Akan tetapi pada dasarnya merek tidak sekedar hanya sebuah nama. Pemerekan lebih dari sekedar pemberian nama dan tanda pada dunia luar dimana sebuah produk atau jasa diberi cap dengan tanda dan te rbitan perusahaan saja (Kapferer, 2000:46). Merek melebihi na ma yang melekat pada produk tersebut, dimana merek terbangun tidak sekedar dalam sebuah nama. Sehingga pemaknaan merek harus lebih luas dari sekedar na ma. Merek adalah layaknya manusia yang tidak sekedar bernama akan tetapi juga mempunyai badan dan jiwa. Merek adalah kesatuan yang utuh badan dan jiwa. Dan nama hanyalah bagian dari identitas dari representasi badan dan jiwa tersebut.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2005/312/050801113 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 10 Apr 2008 10:33 |
| Last Modified: | 10 Feb 2022 03:47 |
| URI: | http://repository.ub.ac.id/id/eprint/102912 |
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