26
Generating a reason to buy
Many brand associations involve product attributes or customer benefits that
provide
a
specific
reason
to
buy
and
use the
brand.
Brand
attributes
are
those
descriptive
features
that
characterize
a
product or service. Brand benefits are the
personal value and meaning that consumers attach to the brand attribute and
benefit associations is direct experience.
Creating positive attitudes or feelings
Some
associations
are
liked
and
stimulate
feelings
that
get
transferred
to
the
brand,
and
also
create
positive
feelings during the use experience, serving to
transform it into something different than it would otherwise be.
Providing a basis for extensions
An
association
can
provide
the
basis
for an extension by creating a sense of fit
between
the
brand
name
and
a
new
product, or by providing a reason to buy
extension.
2.4.
Market Research
The case of PT. Indosat-M3 and PT. Satelindo merger raises an issue of
marketing
decision
on
whether
the
company will conduct a single or dual brand
strategy in the market. Here the situation analysis requires a market research trying to
capture and understand the customers on current brands of cellular in the market.
The heart of marketing research is to understand the customers against several
criteria
such
as
who
they
are,
how
they
behave
to
certain
parameters,
why
they
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