Top Traits of Successful Market Research Analysts in the USA

 In certain conditions, brand can be described by certain characters as human beings. The more positive the description is the stronger the brand image and the more opportunities also for brand development (Davis, 2000). Brand image can be assumed as a set of brand associations that collected in the minds of consumers (Mowen & Minor, 2001). Brand image refers to the framing of memory about a brand, which contains the results of interpretation 

(decoding) by consumer to the messages through the attributes, benefits and advantages of the product, the use, the atmosphere created or used in the communication, the users of the product, and through the attitude and character of marketers or sales person and/ or brand owner. In simple term it can be said that brand image is actually what consumers think and 

particular description of a trace of meaning left in the minds of the consumer audience (Wijaya, 2011), which then guides the consumer audience how to behave towards the brand, whether to try and be faithful or just doing ‘trial and error’ then go, or, they simply do not want to try because of the bad image of the brand or because it is not relevant to their needs. The image of a brand represents the perception that can reflect objective or subjective reality. 

Image formed by representation

of perceptions is the basis for the decision of purchasing a product even for having the brand loyalty. According to Aaker (1991), consumers often buy products that have famous brand because they feel more comfortable with things that are already known. The assumption that the well-known brand is more reliable, always available and easy to find, and has a quality that no doubt, make a familiar brand is more potential to be chosen by consumers than a brand that is not familiar. Aspects that creating brand image can depart from cognitive 

aspects, including knowledge and belief in the attributes of the brand, the logical consequence of the use of the brand, as well as affective aspects which include the evaluation of feelings and emotions associated with the brand. Thus, brand image is often defined as the perception and preference of consumers towards brand, reflected by the various associations that live in the memory of consumers about the brand. Although the 

brand association can occur in many different forms, but the association may be performance associations that are usually tangible and imaginary associations that are the intangible, related to the attributes and advantages of the brand (Peter & Olson, 2002). Drezner (2002) revealed that consumers do not react to reality but rather to what they perceive as reality. Thus, brand image is assumed as a set of associations that consumers receive, within a 

Certain period as a result of the 

contiguity of consumers with the brand, directly or indirectly. Although it is impossible thing that every consumer has the exact same image to a brand, but they generally have similar elements of perception. Therefore, brand image is the comprehensive impression towards brand positioning in the context of competition with other brands in the same category -how strong is the position sticking in the minds of consumers. Another reason for consumers in 

choosing a brand is because they want to understand themselves, to know their self-concept through an identity that is displayed and offered by the brand, as well as a medium to communicate the aspects of themselves to others. Previous research also suggests that as a symbol, the brand strongly influence consumer status and self-esteem. A brand is potentially to be owned and consumed by a person if the person recognizes a similar symbolic 

relationship between the image carried by a brand with personal self-image of consumer audience, both ideal self-image andactual self-image (Arnould, et al., 2005). Syrgy (1982) and Syrgy & Johar (1991) revealed that the purchasing behavior can be influenced by a series of feelings, ideas, and attitudes that consumers have towards a brand. Thereby, brand image is 

Considered as the accumulation 

of specific attributes which are the result of intensive interface between products, brands, and consumers (including knowledge, feelings, and attitudes toward the brand) that is synthesized in personal memory. In general, consumers seek to maintain or enhance their self-image by selecting a product or brand that has the "image" or "personality" that they believe in harmony with their self-image, and tend to avoid brands that do not fit with their image and, according to research by Fournier (1998), it is commonly happened to women. Based on the 

relationship between brand preference and consumer self-image, it is not strange if consumers use brands as media to define themselves (Schiffman & Kanuk, 2000). 4.2 Functions and Roles of Brand Image Boush and Jones (in Kahle & Kim, 2006) explains that brand image has multiple functions, such as market entry, source for added value of products, value storage for the company, and can be a force in the distribution of products (channel 

power). Related to the function of market entry, brand image plays an important role in pioneering the advantage of the product, brand extension and brand alliance. Pioneer product in a category that has a strong brand image will benefit because follower products are usually overshadowed by the pioneer product. In case of Indonesia, for example is Aqua1 mineral water. Though many other brands of mineral water are popping up on the market, Aqua still exist and be a market leader in Indonesia today. For the follower will certainly require high 

Conclusion

costs to shift the pioneer product that has strong brand image. This is the advantage of pioneer products that have a strong brand image compared to pioneer products that have a weak brand image or even non-branded commodity products. Brand image also allows the company to develop a brand of products from one market to another market segment through brand extension (Tauber, 1988; Aaker & Keller, 1990; Boush & Loken, 1991). Brand extension strategy has become increasingly attractive as a way to reduce the tremendous cost of new 

product introductions. Research by Suharyanti (2011) revealed the influence of the parent brand image on the sub-brand occurs in the transfer of attributes and fix perception as well the credibility of the brand's parent company. Another popular strategy to enhance the brand image is through brand alliances. A brand alliance can be described as short- or long-term relationship, or a combination of tangible and intangible attributes associated with brand partners (Rao & Ruekert, 1994). One of the most popular types of brand alliances is co-brand 

partnerships. Co-branding can be defined as placing two brand names on a single product or package (Shocker, 1995; McDaniel, et al., 2011). The next function of brand image is as a source of added value products. In this context, many marketers recognize that brand image does not just encapsulate the consumer experience towards the product, but also can change the experience. For example, in consumer taste tests proved that the food or drink from their 

favorite brand has taste better than the competitors when tested in un-blinded compared to a blinded taste test (Allison & Uhl, 1964). Thus, it can be said that the image of the brand has a much more powerful role in adding to the value of the product by changing the experience and perception towards the product (Puto & Wells, 1984; Aaker & Stayman, 1992). Another function of brand image is as a repository of value for the company. The brand name is a

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