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Using celebrities as advertising stars is believed to provide its own charm. In addition to reasons
of excellence in publicity and power in getting the attention of consumers, celebrities also have the power
to be used as a tool in persuading, seducing, and influencing consumers who are the target market with
their fame. With the aim of being able to take advantage of celebrity fame to attract consumers to make
purchases of advertised products.

2.5 BRAND IMAGE

2.5.1 DEFINITION OF BRAND IMAGE

Brand image is a series of associations (perceptions) that exist in the minds of consumers towards
a brand, when usually its organized into a meaning.The relationship within a brand will be stronger if based
on experience and get a lot of information. All images or associations represent the perceptions that can
reflect objective reality or not. This image that is formed from association (perception) is what underlies
the decision to buy even brand loyalty from consumers. Brand image includes knowledge and trust in brand
attributes (cognitive aspects), consequences of the use of the brand and appropriate usage situations, as
well as evaluation,feelings and emotions that are perceived by the brand (affective aspects).
According to Kotler and Keller (2007:34), brand image is the perception and belief of consumers,
as reflected in the associations that occur in consumer memory. By creating the right brand image for a
product, it will certainly be very useful in marketing, because the brand image will affect consumer
assessments of alternative brands that are expected to meet consumer needs and also provide better and
more guaranteed satisfaction. As stated by Schiffman and Kanuk (2000:141), consumers will always
choose products based on their image. If they don't have experience with a product, they are more likely to
"trust" a preferred or well-known brand. A positive brand image will result in consumer loyalty, consumer
confidence in the positive brand value, and willingness to look for brands.

2.5.2 FACTORS FORM A BRAND IMAGE

According to Schiffman and Kanuk (1997) in Meidi Chandra (2009:15) mentions the factors forming
the brand image as follows:

1. Quality or quality, which relates to the quality of the goods offered by the manufacturer on a particular
brand.

2. Can be trusted or relied upon, relating to opinions or agreements formed by the community about a
product that is consumed.

3. Usefulness or benefit, which is related to the function of a product that is consumed.

4. Service, which is related to the task of producers by serving their consumers.

5. Risk, related to the large or small consequences or gains and losses that may be experienced by
consumers

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