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The industrialized world continues to grow dynamically and competition is getting so tight makes business people to increase awareness of the importance of a brand. Even because of brand considerations that led to the Salim Group (Indonesia's largest holding company) dare to buy a brand Bimoli worth Rp. 25 Billion from Sinar Mas. Salim Group also bought a few brands that are considered to have high equity such as Tugu Luwak coffee and Piring Lombok soy sauce.

Brand is a very valuable asset called goodwill and emblazoned on the balance sheet. Brand also who will provide future revenue.

But what is the true meaning of brand?

Understanding the brand according to David A. Aaker is the name and or symbols that are distinguished (such as a logo, seal or packaging) in order to identify the goods or services from sellers. Thus a brand is differentiator of the goods and services produced by competitors. Meanwhile, according to William J. Stanton the brand is name, term, symbol or special design or some combination of these elements that are designed to identify the goods or services offered by the seller. Thus, it can concluded that the brand has two elements, namely "Brand name" consisting of letters or words can be read, and "Brand mark" as symbol. Brand containing the company's promise to consistently deliver features, benefits, and certain services to the buyer. Brand is more than just a guarantee of quality because it included the following six terms.

Such as quality, prestige, resale value of design, and others. Mercedes stated something expensive, well-made products, good designed, durable, high prestige, and so on.

Although a brand brings a number of attributes, consumers actually buy the benefits of these products. In this case the brand attributes needed to be translated into functional benefit or emotional benefits. As an illustration, the attribute "expensive" tend to be interpreted as emotional benefits, so people who drive a Mercedes will feel himself considered important and appreciated.

Brand also says something about the manufacturer. Mercedes stated that high-performance products, safe, prestigious, and so on. Thus manufacturers Mercede also received high marks in the public eyes.

Brand also reflect a particular culture. German's Mercedes culture reflects an organized, consistent, high level of seriousness, efficient, and high quality.

Brand also reflect a certain personality. Often times a particular product using a well-known personalities to boost or sustain brand products.

Brand indicate the type of consumers who buy or use these products. Mercedes users generally associated with the rich, the top managers, and so on. Users Dimension Kiddies certainly are children.

So, the brand is a name, term, sign, symbol or design or combination of them, intended to identify goods or services of seller or group of sellers and to distinguish from competitors. Some of the brands, among others, is the brand name, brand mark, trademark, and copyright. The brand name is part of the brand in which part of the brand that may be mentioned or spelled. Brand mark is part of a brand that can not be spelled or described, as a symbol, design or color or a different letter. Trademarks are the brand or the brand given to protect the law-which is to protect the seller to use the exclusive right to use the brand name or brand mark. Copyright is the exclusive legal right granted to reproduce, publish, and sell everything in the form of books, musical or artistic work.