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Brand Awareness: Study in Education Institution FISIP Hang Tuah UniversityHermanBusiness Administration, Hangtuah University Surabaya, Indonesiaherman@hangtuah.ac.idABSTRACTMarketing communications is very important in the business, success of marketing communication strategies need to measure the extent of its success, the way from the level of consumer awareness to a brand. The objective of this study to analyze consumer awareness or brand awareness of FISIP Hang Tuah university Surabaya. This study used a quantitative approach, the research method was survey, analysis of the discussion was descriptive in the form of frequency, percentage, and tables. The results of this study resulted in level of brand awareness Analysis of FISIP UHT brand awareness indicates the value Top of Mind 23.5%. Brand recall UHT FISIP 13.4%, Brand Recognition FISIP UHT 20.5%,and there are 21% of respondents who are unaware (Brand unaware) of FISIP UHT.Key words: Brand, Awareness, Top of Mind, Recall, Recognition, UnawareBACKGROUND Line with the times which is supported by the development of increasingly sophisticated technology have an impact on business competition is increasingly fierce. Business competition also occurs among private university to get students, the problems caused by the decreasing number of students, one factor that causes the reduced number of students is presence of special pathway to State Universities so that fewer and fewer students are contested by the Private University.Marketing communications is very important to win the competition in the business so that the University can win the competition by pursuing a strategy of effective marketing communications and efficient, success of marketing communication strategies need to measure the extent of its success, level of consumer awareness of a brand (brand awareness) is crucial for the company to provide a product that is really needed by the consumer.Brand is a name or a symbol (such as logos, trademarks, packaging design, and so forth) made to differentiate the product from competitors' products (Rangkuti, 2002: 2). .Brand essentially a promise given a salesperson to consistently provide a set of attributes benefits and services. and the best brand will provide quality assurance (Rangkuti, 2002: 2).The brand is also very valuable because it can influence the selection and perceptions of consumers in making a purchase. The brand is also an asset for the company, because the brand already known in the market and there is always in the consumer's mind ,it will have a great potential to be able to generate profits for the company. With strong brand equity, marketers are easy to develop and capture market share, because the prestigious brand has high brand equity (Durianto, et al 2004: 2). Hence knowledge about elements of brand equity (brand equity) is necessary, especially for businesses.According to Aaker in Rangkuti, (2002: 39) Brand Equity can be differentiated into five categories: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and Other Propriety brand asset. Four elements outside the other Brand Equity assets known brand with the main elements of brand equity. Elements of the Brand Equity, one very important factor is the extent to which brand of a product is embedded in the minds of consumers in this study FISIP UHT. Therefore, in this study the authors just doing research of one of the elements of brand equity that is only brand awareness, because it is very important for the company. Brand awareness describes the presence of the brand in the minds of consumers that will affect consumer perceptions and behavior. Brand awareness is also a key asset of the brand or the key to opening to get into other brand elements.Hang Tuah University is one of the private universities in Surabaya, which has seven faculties and seventeen Program that was established in 1987. The Faculty of Social and Political Sciences (FISIP) is one of the Faculty in the University of Hang Tuah. FISIP on a standing start in 1987 was named the Faculty of Administrative Sciences (FIA), since 2009 the name was changed to the Faculty of Social and Political Science by University Rector Decree Hang Tuah Number: Skep / 149 / XII / 2009 dated December 30, 2009.FIA name change became FISIP already 5 years, but no one has studied the level of awareness of the new brand FISIP in surrounding communities, so researchers are searching for FISIP UHT level of brand awareness, so as to determine the level of public awareness as potential consumers.Based on the above background, it can be a formula of the following problems: "What level of public awareness of the brand- FISIP Hang Tuah University" The general objective of this study was to analyze consumer awareness or brand awareness of FISIP Hang Tuah university Surabaya.LITERATURE REVIEWElements of Brand Equity According to Aaker (1996: 8) in Rangkuti, (2002: 39) Brand Equity can be divided into five categories: Brand Awareness,Brand Association, Perceived Quality, and Other propriety brand asset (other brands assets).Brand Awareness is the ability of a potential buyer to recognize or recall that a brand is a part of a particular product category (Aaker, 1996: 90). In brand awareness, there are four levels, namely a top of mind, brand recall, brand recognition and unaware of the brand.Brand Association according to Aaker (1996: 160) in Rangkuti (2002: 43) are all matters pertaining to the memory of the brand association was not only exist, but also have tiers. Various associations of consumers in mind can be assembled to form the image of the brand (Brand Image) in the minds of consumers. Brand image is a set of brand associations that formed the minds of consumers. Consumers are accustomed to using certain brands tend to have the consistency of the brand image or it is also called the personality of the brand (brand personality). Brand association can create a value for the company and its customers, because it can help the process of preparing information to distinguish one brand from other brands.Perceived Quality (perception of quality), Understanding the perception of quality according to Aaker (1996: 24) in Rangkuti (2002: 41) is the customers' perception of overall quality or superiority of a product or service associated with the intent to expect. Perceived quality is the customer's perception of the perceived quality cannot be determined objectively. Customer perception will involve what is important to customers because each customer has different interests of a product or service. Perceived quality also applies to services that involve the dimensions of service quality such as waiting times, when checking out, the clerk friendliness, comfort of the room, and the other (Durianto, 2001: 97). Given the interest and involvement of different customers, perceived quality needs to be assessed based on a set of criteria differently. Perceived quality is high does not mean low customer expectations (customer satisfaction are high if Hopes is much lower than the performance or reality). Perceived quality reflects the overall customer feelings about a brand. To understand the perceived quality of a brand takes measurements of the dimensions related to product characteristics.Brand Loyalty is a measure of consumer loyalty to a brand is the core of the brand equity becomes a central notion in marketing, as this is one measure a customer relationship on a brand Rangkuti (2002: 61). If the increased brand loyalty, group of customers from competitors attacks can be reduced. A very loyal to a brand will not easily move to other brands, whatever happens to the brand. When the customer loyalty to a brand increases, the customer group of threats and attacks competitor's brand products can be reduced. Thus, brand loyalty is one of the core indicators of brand equity are clearly related to sales opportunities, which means that also guarantee future profit companies (Durianto, 2001: 126).Brand Awareness Brand awareness is the ability to recognize a potential buyer, recalling the brand as part of a specific product category. Part of a product category needs to be emphasized because there is a strong relationship between the product category under the brand involved. Brand awareness requires continuous range of feelings that are not sure that particular brand has been known previously, so that consumers are confident that the product is the only brand in one product group (Durianto et al, 2001: 55). According to Shimp (2003: 11), brand awareness is the ability of a brand to appear in consumers' minds when they're thinking about a specific product category and how easy it is these names appear, furthermore, brand awareness is a basic dimension in brand equity. Based on the perspective of consumers, a brand does not have the equity to consumers aware of the brand. Achieve brand awareness is the main challenge for the new brand and maintain a level of high brand awareness is a task that must be faced by all brands.Ambadar et al (2007) defines that Brand Awareness is a measure of the strength of the existence of a brand in the minds of customers. Brand awareness include: brand recognition (brand ever known to customers), Brand Recall (any brand ever be remembered by customers belonging to the selected specific), top of mind (the brand's first called customers for a particular product), and dominant brand (the only brand top of mind customers). Meanwhile, according to Dave Dolak brand awareness is when people know your brand like you know him. This does not mean that they are more like your brand (brand choice), giving a high value to the brand or to connect each superior properties in your brand. It simply means that they know your brand and can be identified under varying conditions. Brand Awareness levels can be described as a pyramid in figure 1.1407160195135Brand RecallBrand Recognition Brand UnawareTop of Mind00Brand RecallBrand Recognition Brand UnawareTop of Mind Figure 1. Brand Awareness PyramidFrom the picture can be explained that the brand awareness consists of four levels, namely:Unaware of Brand / Brand unaware (not aware of the brand) Represents the lowest level in the pyramid of brand awareness, where consumers are not aware of the brand.Brand Recognition minimal level of brand awareness. This is important when one buyer choose a brand when making a purchase.Brand Recall (recollection of the brand) recollection of the brand is based on a person's request to mention specific brands in a product class. It can be termed recollection without help, because it is different from the recognition task, the respondent does not need to be assisted to bring the brandTop Of Mind if someone is asked directly without any help recollecting and he can mention the brand name, the brand most mentioned first is top of mind. In other words, the brand is the main brand of different brands that exist in the minds of consumers.Measuring Brand AwarenessMeasurements brand awareness based on the notions of brand awareness that includes the level of brand awareness, according to Aaker, is Top of Mind, Brand Recall, Brand Recognition and unaware Brand ( not aware of the brand). Information can be obtained by using a questionnaire which contains general questions or specific of MindTop of Mind describes the first brand in mind the respondent or the first called when the concerned asked about a product category. Top of Mind is a single response to the question, that is to say, a respondent can only give one answer to this questionbrand RecallBrand Recall or recollecting the brand reflects what brands respondents remembered after mentioning the first brand called. Brand Recall is a multi-response questions that produce answers unassisted (unaided questions).brand recognition Brand recognition or brand awareness introduction of a measure brand awareness respondents where measured with the aid given. Questions posed assisted with the characteristics of the brand product proficiency level (aided questions). The question asked to determine how many respondents who need to be reminded of the existence of the brand.brand unawareFor the measurement of brand unaware of observation to the question of the introduction of the previous brand awareness by looking at alternative answers of respondents who answered at all or do not know the answer do not know when shown photo products.METHODOLOGYThe approach of this research is a quantitative approach. The research method was survey. The reason for using the survey method in this study, because the survey is the most suitable method for measuring brand awareness.The focus of this research was to measure brand awareness FISIP Hang Tuah University. In this study the sources of data used are primary data. The population in this study were senior high school students and Vocational school in Surabaya. Samples from this study of 200 respondents, and the sampling technique used is non-probability sampling method or convenience sampling.Activities to input and process the results of field surveys to obtain primary data, analysis and processing of the data obtained, the data obtained were then processed using SPSS and analyzed. Analysis of the discussion was descriptive in the form of frequency, percentage, diagrams and tables.RESULTS AND DISCUSSIONAnalysis showed the location of High School / Vocational Students as respondents spread across Surabaya that we can see in Table .1. respondents mostly located in East Surabaya stay of 68 people, and there are seven people from outside Surabaya.Table 1. Location of RespondentsAddress LocationAmountPersentageSurabaya Pusat3015.0 Surabaya Utara147.0 Surabaya Selatan5628.0 Surabaya Timur6834.0 Surabaya Barat2512.5 Luar Surabaya73.5 Total200100.0 Source: processed by SPSSBrand Awareness FISIP Hang Tuah UniversityBrand awareness in measuring the four that will be measured comprising: Top of Mind, brand recall, brand recognition and brand Unaware. Analysis shows the measurements of the top of mind of FISIP UHT reached 23.5%, which we can see in Table 2.Table .2 Top of MindNo.UniversityAmountPersentage1UHT4723.52UBAYA3015.03UPN6331.54UBHARA94.55UWM42.06UWK126.07UNI1.58UNTAG3216.09UIN SUNAN AMPEL21.0Total200100.0 ?Source: processed by SPSSThe highest level of brand awareness in remembering FISIP, obtained the highest yield of 31.5% is FISIP UPN Veteran (UPN). The second sequence is 23.5% FISIP Hang Tuah University (UHT), and a third order of 16% FISIP University of Tujuh Belas Agustus Surabaya (UNTAG).Brand awareness that the second measurement is recollecting (Brand Recall) recollecting the brand reflects the brands or names to remember what the respondent after mentioning the first brand called. Brand Recall FISIP UHT 13,4%, the value obtained from UHT FISIP names that appear or remember the second, divided by the total number of respondents.Brand awareness is the third measurement is brand recognition which will measure how much respondents who remember the brand or name FISIP after being given directions, the analysis shows the value of FISIP UHT Brand recognition by 20.5%. can be seen in Table 4.3 Table 3. Brand RecognitionNoDescriptionAmountPersentage1Aware11758.52Recognition4120.53Unaware4221.0Total200100.0 Source: processed by SPSSThe fourth measurement is Brand Unaware which measures how much the number of respondents who did not know of the existence of FISIP UHT. Brand Unaware or respondents who do not know anything about the name FISIP UHT consists of 42 people respondents or 21% ,. From the analysis can be compiled Picture Pyramid UHT FISIP consciousness. 141478010307300Top of mindFISIP UHT = 23.5%Brand RecallFISIP UHT = 13.4%Brand RecognitionFISIP UHT = 20.5%Brand unawareFISIP UHT = 21%??Figure 2. Brand awareness Pyramid of FISIP UHTAnalysis of FISIP UHT brand awareness indicates the value Top of Mind 23.5% it shows the name of FISIP UHT successfully remember the first time by the respondent of 23.5%, in order FISIP UHT it ranks second after FISIP UPN Veteran Jatim, so many respondents had better remember the name of FISIP UPN.Brand recall FISIP UHT of 13.4%, meaning that 13.4% of respondents remembered the name of FISIP UHT another university after the first name appeared in the minds of respondents, so there is 13.4% which is given in the name of FISIP UHT in the second sequence.Brand Recognition name FISIP UHT 20.5%, it show 20.5% of respondents know the name of FISIP UHT. Brand recognition is the lowest level of brand awareness, is known but is not remembered in the minds of consumers.The analysis shows there are 21% of respondents who are unaware (Brand unaware) FISIP UHT existence, these findings show that many respondents did not know FISIP UHT. This shows marketing communication in FISIP Hang tuah University has not succeeded in achieving brand awareness.CONCLUSIONFrom the analysis and discussion can be summed brand awareness level of high school students of the University of Social Hang Tuah as follows:Analysis of FISIP UHT brand awareness indicates the value Top of Mind 23.5%. Brand recall UHT FISIP 13.4%,Brand Recognition, brand FISIP UHT 20.5%, it show 20.5% of respondents know the name of FISIP UHT.The analysis shows there are 21% of respondents who are unaware (Brand unaware) of FISIP UHT From the results it can be suggested conclusion should be increased promotional activities to introduce FISIP UHT throughout Surabaya, East Surabaya particular which is the location closest to campus. The next study is recommended to increase the number of respondents, and conducted after FISIP UHT conduct promotion activities So as to measure brand awareness that has made the management of Faculty of Social and Political Science UHT, and a comparison and complement research in the field of brand awareness in the futureREFERENCEAmbadar, Jacklie; Miranti Abidin; Yanti Isa. 2007. Mengelola Merek. Jakarta: Yayasan Bina Karsa Mandiri.Dolak, Dave. 2005. Building A Strong Brand: Brand and Branding Basics. .Durianto, Darmadi; Sugiarto; Lie Joko Budiman. 2004. Brand Equity Ten: Strategi Memimpin Pasar. Jakarta : Gramedia Pustaka Utama.Durianto, Darmadi; Sugiarto; Tony Sitinjak. 2001. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta : Gramedia Pustaka Utama.Rangkuti, Freddy.2002. Teknik Mengelola Brand Equity Dan Strategi Pengembangan Merek. Jakarta : Gramedia Pustaka Utama.Shimp,Terrence A.2003. Periklanan Promosi aspek Tambahan Komunikasi pemasaran terpadu.Jakarta :Erlangga ................
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