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Pola Fikir Sebagai Sebuah Brand - Peluang Bisnis | Peluang Usaha | Informasi Bisnis Indonesia
January 16 2021
  • 1

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Pola Fikir Sebagai Sebuah Brand

By admin - Tue Aug 28, 3:37 pm

 

Sebuah brand adalah salah satu kunci sukses sebuah usaha. Sebuah brand untuk bisa menjadi “brand sejati” haruslah membuat Anda berfikir seperti brand atau merek. Artinya, Anda sebagai produsen tidak hanya harus berinovasi atau memberikan produk yang terbaik kepada para konsumen, tetapi juga harus memposisikan brand di posisi istimewa dalam konsumen. Cobalah Anda melihat produk Anda dari sisi konsumen. Anda bisa melakukan sosialisasi untuk mendapatkan saran dan kritik yang membangun. Dan ekuita merek yang berdasarkan pada perspektif konsumen terdiri dari citra merek (brand image) dan kesadaran merek (brand awareness).

Sebuah brand

Nah jika Anda ingin memenangkan pasar dalam waktu yang lama, bukan hanya dalam waktu singkat, Anda harus mampu menanamkan jati diri merek Anda di benak para konsumen. Namun kunci utama kesuksesan ini terletak pada pemahaman pribadi tentang arti merek itu sendiri dan bagaimana Anda bisa menyampaikan intisari merek dengan benar sesuai dengan ketentuan yang berlaku di perusahaan Anda. Jadi, merek suatu produk harus benar-benar diketahui luar dalam oleh semua anggota perusahaan, mulai dari pucuk pimpinan sampai bawahan.

Sebuah brand atau merek sejatinya merupakan strategi total suatu perusahaan. Karena merek bukan hanya tanggung jawab bagian periklanan atau bagian pemasaran saja tetapi juga semua stakeholder atau semua orang yang terlibat di dalam sebuah usaha wajib mengetahui dan bertanggung jawab pada merek atau brand yang mereka miliki. Inilah yang dimaksud dengan berfikir secara merek. Karena merek juga merupakan jenis kekayaan intelektual. Karena secara konvensional, merek meliputi kata, nama, logo, frasa, desain, lambing, gambar atau kombinasi dari unsur-unsur tersebut. Dan di Indonesia, hak merek dagang juga dilindungi oleh Undang-Undang Nomor 15 Tahun 2001. Jangka panjang waktu perlindungan ini adalah sepuluh tahun dan bisa diperpanjang selama merek tersebut masih dipergunakan dalam perdagangan. Ada tiga sifat mendasar atau fundamental yang akan membedakan suatu merek sejati di dalam benak konsumen, yaitu:

·         Adanya internalisasi jumlah kesan dan pesan yang diterima oleh konsumen.

·         Adanya suatu posisi khusus di pikiran konsumen atau mind’s eye.

·         Adanya berbagai manfaat emosional dan fungsional yang dirasakan oleh para konsumen.

Sebuah brand bukanlah sekedar hasil iklan atau pesan-pesan yang ditempatkan oleh suatu organisasi di pasaran. Pada dasarnya, merek itu tercipta dari apa yang sudah dirasakan oleh konsumen, yang bisa kita sebut dengan pikiran atau the mind’s eye. Dan pastinya Anda mengetahui bahwa setiap pikiran dipengaruhi oleh ribuan kesan atas pesan produk yang disampaikan oleh berbagai macam produsen dan semua produsen serta kesan tersebut seringkali berubah-ubah. Merek itu sendiri yang sebenarnya tidak hanya memonitor kesan-kesan dan pesan-pesan yang disampaikan tetapi juga menempati posisi khusus di dalam pikiran konsumen untuk benar-benar menjadi merek atau brand. Karena jika merek atau brand belum berbedaatau terasa khusus di pikiran konsumen, maka para konsumen akan lebih mudah melupakan merek Anda dan posisi tersebut akan dengan mudah ditempati oleh produsen dengan brand yang lain.

Merek-merek sejati bisa digunakan untuk menambah nilai. Karena merek sejati bisa memberikan manfaat kepada para konsumen dan lebih terdeferensiasi untuk kemudian dikomunikasikan secara efisien kepada konsumen. Suatu merek sejati juga akan memberikan nilai atau ekuitas merek positif untuk para konsumennya dengan mempertinggi:

·         Interpretasi atau pemrosesan.

·         Konfidensi dalam keputusan pembelian.

·         Kepuasan penggunaan.

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