Human is essentially consumptive who has the uncountable needs as long as they live.

The world provided many needs which motivates human to support their life continuity from
their physiological needs as the lowest hierarcy of needs to the highest hierarcy is selfactualization. There are exactly five kinds of human needs which called Hierarcy of Needs
according to Maslow (1993), that are physiological needs, safety and security needs, love and
belonging needs, esteem needs and self-actalization needs. Each hierarcy always become a
phenomenon in the economic activities especially a marketer as one of an economic agent, they
always find out what people needs today and how about their needs later.
People do a pucrchase for some goods to complying their needs then they consume or
utilise those goods, that thing is the characteristics of the consumer. Meanwhile, follow to
Suhartanto (2008) that consumer is a party who consume or end-user. Every consumer has their
own desire to pay a product, they will considerately between what they need and what they want.
From their needs of head to toe, there are tremendous brand choices of product everywhere
therefore every brand in business line actually has various competitors. Not only consumer who
should consider well the needs before get the product, but also producer more complicated to
consider and think the smartest thought determining the strategy of sale.
Based on Smartbisnis (2015) cites the most six products and goods sold in online shop
and the most sold is fashion such as cloths, watch and shoes. Hereupon gadget, electronics, book
and magazine, beauty product and foodstuff. In view of online shop already takes off the
shopping place in recent year, consumer feels easier to shop their needs. Marketers as one of the
business consultant think harder for this major changes of consumer interest and a parameter of
the succeed brand and product is their product can be sold in many country all over the world,
the brand is well-known by many people and they have a strong brand image also be accepted
easily by consumer. Opinions Kotler and Gary Armstrong (2007: 80) where brand image is the
set of consumer confidence corncerning various brand hence the brand and product which has
strong brand image will be succeessed in the market. One example of those succeed is in fashion
products in Indonesia that is Converse.
Fashion is the aspect of appearance that always be a part of everyday life that are not can
be separated. When this function is no longer fashion perpective instead enough to cover the
body, but it will become a necessity as the meaning to communicate their identity. This
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requirement corcerning on the desire of consumer to increase the prestige based on symbols
charged (Nia and Zaichkowsky, 2000). Converse as an example one of succeed fashion brand
already has own symbol and become their strong brand image, in the result of giving the identity
and meaning for very consumer who wear Converse.
Converse is one of the trademarks of the American shoes company which first started
production in 1908. their development appears when Converse shoes worn by Nirvana who is a
band that are the most famous in 1987. One of the personnel is Kurt Cobain who became a
reference in the fashion trend for the youth of his era. Flannel and shirt wearing Converse shoes
made an appearance looks cooler and wild as has been the hallmark of someone of Grunge music
flow. These things the beginning of brand image of Converse be like the appearance of young
cool and very boyish. Band player is also identical with Converse, especially for Grunge music
band has been a trademark of Converse from Nirvana era through this recent year.
According to Keller (1993) defines that brand image is the perception corncerning a
brand as reflected by the brand associations contained in the minds of consumers. For building a
perception on consumer thought, brand must have all compnents that composed a strong brand
image. Brand image is composed of three components that are 1) attributes, 2) benefits, and 3)
brand attitude,

Attributes
Definition of describing the features of product or service, Choosing shoes is not only a
matter of taste. Consumer should find the right shoes because it would be associated with the
condition of health when used in the long term. Product related attributes means as the materials
needed for the function consumers look for products that can work, Converse the main use
rubber and canvas on their shoes in order that the feet will feel confident to either walk or run,
not easily to perspire. All these materials make the shoes easy washable and durable. The
existence of Converse shoes in Indonesia is quite large industry, it is seen with the construction
of two buildings of the factory where the distribution of Converse shoes are precisely located in
Tangerang and Sukabumi.

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Constitute the external aspect of a product-related with the purchase and consumption of
a product or service which is non-product related poducts consists of information on pricing,
packaging and design of products, people, per group or celebrities who use the product or
service, how and where the products or services that are used. Converse is a brand of shoes that
have a consistent price and does not ruin the market with discriminating prices in each region
with their exclusivity counter in many shopping place. Facebook social networking proof that
fans of Converse products reached 1.5 million people, the highest of between two competitors
namely Nike and Adidas (Rudy, 2011). That matter shows that Converse is a brand that is very
popular among young people. According the packaging and design, converse already has own
responsive website and several social media such as Instragam, Twitter and Facebook to provide
their the details of infomartion product and as purchase online media. Kompasiana (2015) cites
that Converse has been followed by some of the most famous celebrities, basketball player,
sports icon, rock stars and other symbols in public figures such as Maurice Evans, Avril Lavigne,
Jessica Alba, Willow Smith, Kristen Stewart, and Dwyane Wade. Converse is well-known with
as one of the pioneers of fashion and sports shoes.

Benefits
Personal value attributed by consumers on attributes products or services relating to
fulfillment such basic physical and safety needs or solving problems with the goal of satisfying
the need to experiment as sensory satisfaction. Touch sense is one of the sensory system,
according to Suhartanto (2008) touch is something that is important in marketing a product,
because its influence a person's mood. People generally associate a certain texture of a product
with sensory quality. When a marketer says the quality of Converse that is comfortable and
durable, in fact what his said must be realized directly by consumer, not only just the words so
consumer will feel sastify and if the fact do not meet the expectation of consumer from the
marketer said, no hope that brand will survive in the market. The hardest is how to maintain the
quality of Converse, no doubt from 1908 through this recent year, converse still exist produce
their product from shoes, bag and jacket. Those things are one of an evidence how the quality of
converse always maintained.

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Associated with the need for approval social or personal expression and self-esteem.
Consumer will appreciate the values of prestige, exclusivity and fashion style brand because
these things are related to their self-concept. According to Nia and Zaichkowsky (2000)
considered a luxury product in high demand by consumers vulnerable to becoming targets of
either counterfeit goods or counterfeit goods. It also occurs in Converse products, this brand has
high prestige value where a user will increase his sel-confidence by wearing Converse. On the
negative side, the prestige brands losses in the presence of counterfit goods in the name of their
brand. The rise Converse knockoff (counterfeit) in Indonesia, there are lots of internet sites
Converse selling counterfeit products. It is inversely proportional with Converse original which
has only one official internet site at Indonesia. However consumer knows exactly the difference
between original product and counterfeit product, Converse should take over the problem to be
solved.

Brand Attitude
The overall evaluation on a brand, what consumers believe regarding certain brands so
far and what they believe that the product or service has attributes or certain advantages, and
evaluative assessment of the trust based on how good or bad a product if it has attribute or
benefit. The brand image ascertained has product attributes for giving satisfaction to the
consumer and they will react the attributes of the product bought. Those are used in a product
was taste, packaging, pricing, secure, and distribution (Kotler, 2002). The taste and packaging
have a few material change in Converse from 1908 until now in accordance with the times and
technology, however the shape original of Converse what all people have known never change
and they still maintain their hallmark. Meanwhile many people wear Converse and their shoes
are not produced by limited edition but consumer always love Converse with their longlast
hallmark. The price of Converse is consistant time by time, may there a few of a raise price if the
materials needs price also rise. Consumer could get Converse produt in their own outlet, many
shopping places in Indonesia provide Converse outlet and easy to find.

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Summary
Human needs as consumers are very complex, the needs from the head to toe is highly
considered by them. Many brands and products that compete local to international scale to meet
the needs of the consumers concerned. Converse is one of the very successful shoe brand
internationally and in Indonesia itself, converse has been successful in the Indonesian market
following because it has a strong brand image and to establish or maintain a brand image is need
for three compenents of brand image on Converse however they might solve some problems
such as their counterfeit product in Indonesia market in purpose they could run well the business
and maintain their strong brand image .

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Armstrong, Gary. "Marketing an introduction." In Marketing an introduction, by Gary

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Keller, Kevin Lane. "the Journal of Marketing." In the Journal of Marketing, by Kevin Lane
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