Concept Proposal and Concept Board

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nProposed Brand Extension

nIntroduction

nA brand is normally referred as a set of purposeful features and symbolic standards. On the other hand, branding is defined as a process of relating the features with a particular product aiming to enhance its values. Various scholars have pointed out that the success of any brand depends on its intensity, differentiability and saliency. Additionally is based on the trust devoted to the associations. According to Hakala, Lätti and Sandberg (2011), it is important to pay close attention on the accumulation and role of experiences in recognition of brand. Brand preference finally is based on the image that a brand portrays to the customers and the power of its emotional impacts, which represents its position in the heart of buyers. They are intangible resources that are conventionally related to physical properties although the idea of branding has been used to organizations as well (Hakala, Lätti and Sandberg 2011). An organizational brand is referred mainly in terms of firm associations.

nBrand Heritage

nBrand heritage is an important association, which is commonly used by marketers to distinguish their products from those of their rivals, ultimately assisting them to establish a special copy for the offering. During difficult financial period in business, most of the customers lose hope in the future; hence, they seek to safeguard themselves from the volatile and harsh realities in the market and pursue reassurance from the brands they purchase. This raises stake in products with heritage (Hudson 2013). Therefore, companies expertly exploit the brand heritage since it remind past events. The emerging appears to be returning to past roots in a bid to pursue comfort for the future. Brands standing for trust, familiarity and stability can appeal to customer in times of uncertainty thus assisting the firm to establish an appearance of integrity and authenticity (Hakala, Lätti and Sandberg 2011). In so doing, it is able to attract to contemporary consumers. Wiedmann, Hennigs, Schmidt and Wuestefeld (2011) pointed out that in tough period, brand heritage provide a foundation for growth and stabilization. Nonetheless, the scholars noted that excessive reliance on brand heritage in marketing a brand could lead to inertia, which means that the product is not able to make significant progress (Wiedmann, Hennigs, Schmidt and Wuestefeld 2011).

nUrde et al (2007) noted that brand heritage involves a wide range of features including utilization of symbols, history, core values, longevity and track record. In this regard, a track record refers to verified evidence that the organisation has maintained its promises and values over time. In addition, longevity refers to reliable performance of the brand among other components of the heritage (Hudson 2013). Core values are important elements for the identity of the brand and in a given period, it may create its heritage. Moreover, history is crucial for brand heritage as it plays an essential role in the brand identity. In this regard, the heritage of any brand is composed of three timeframes i.e. the future, the present and the past. Therefore, according to Urde et al 2007, brand heritage involves history of the product. In this respect, history can establish a relevant brand in both the future and the present (Hakala, Lätti and Sandberg 2011).

nOne of the methods of forming a brand history is to connect the R White brand to a feeling of communal tradition and cultural continuity. The name of R White lemonade and logo should be apparently recognizable. Therefore, the majority of its customers should be able to distinguish the brand (Brodie, Ilic, Juric and Hollebeek 2013). Nonetheless, some scholars suggest that a long history does not automatically leads to a robust brand since some products are able to establish resilient heritage over a short period. Technology has reduced the time span for the development of brand heritage (Wiedmann, Hennigs, Schmidt and Wuestefeld 2011). Therefore, R White brand should seek to leverage technology in order to achieve timely brand heritage. More significantly, R White brand should also ensure that its symbols and other visual aspects are utilized to recognize the brand and demonstrate its values and meaning. Therefore, the brand heritage of R White brand should ensure that there is continuity and consistency in order to capture the goal of the company in the positioning strategy over a given period (Grohs and Reisinger 2014). In addition, the characteristics of brand heritage for the R White lemonade would be able to generate customer loyalty, high level of trust and reputation of quality. Consequently, it would promote robust brand equity (Rubera and Droge 2013).

nHakala, Lätti and Sandberg (2011) argued that in the contemporary business environment, a company must be determined to build on the brand heritage based on different elements. For instance, history is the necessity in any successful brand heritage. Therefore, R White lemonade brand must have a period of more decades, which represent an idea of permanence and gravity of experience. In this case, they may be an essential factor in the creation of better image of R White lemonade. More importantly, it would play a crucial part in sustaining the brand loyalty. It is also essential with regard to identity as workers understand what and who they are as well as where they are moving (Hakala, Lätti and Sandberg 2011). Therefore, highlighting and respecting the product or firms history must not be related to being old-fashioned. This means that R White brand has the opportunity to establish an up-to-date brand without discarding the history that played a part in its development because the customers have trust in this kind of brand (Hudson 2013).

nThe history of the R White lemonade should involve the story of the brand or the firm. Such stories are important for the development of the brand since they ensure that the past is significant to the current life (Grohs and Reisinger 2014). A good narrative can promote participation of audiences, establish sustainable relationships and reinforce organizational entitlements. At best, the importance of the brand connects to the emotional relations and memories of the customers (Wiedmann, Hennigs, Schmidt and Wuestefeld 2011). Ultimately, the story of the firm becomes a success narrative that maintains appeal over a long period.

nSecondly, continuity and consistency in R White brand and firm marketing operations and communications promotes its brand heritage. In this respect, it deals with the firms core values and in this case assist in outlining the corporate strategy, which has a role in brand heritage. According to Severi and Ling (2013), core values are the vital and consistent guiding factors that represent the brand. Therefore, the R White lemonade would seek to connect the brand and the core values firmly together in a manner that is difficult for rivals companies to copy. The R White brand should connect to customer via different ways including, packaging, nostalgia, graphics, symbols and advertising. Symbols can enhance the brand heritage of R White brand since they act as a way of communicating the core values showing what the brand represent. Use of visual symbols is more powerful than use of words since they are more ambiguous, and deliver meaningful information (Severi and Ling 2013). Furthermore, R White brand should also use symbols that can establish an emotional bond with its target customers. For instance, the kind of R White bottles used should express and reflect the firms heritage and meaning (Hudson 2013). Moreover, a stable symbol can deliver structure and coherence to the brand identity by relating it with the past hence it is easy for customers to recognise and recall it and to distinguish it from rival brands (Hakala, Lätti and Sandberg 2011).

nSymbols that mirror heritage can be any item that characterizes the brand such as patterns, colours, shapes and logos. The R white lemonade brand can also use symbols that look like taglines or as packages, musical notes, gestures and metaphors. The logo of this brand should be able to establish familiarity for the product (Wiedmann, Hennigs, Schmidt and Wuestefeld 2011). Popular brands create a visual character and a process of marketing communication that are unique and persistent. For instance, the colour of R White Brand can be reliably associated to a certain brand. Moreover, its heritage gains another meaning since firms are progressively listing colours for their trademarks (Hudson 2013).

nBrand Language Concepts

nFour building Blocks of branded article

nThe model is composed of four main dimensions in the branded article, which are non-distinguishing intrinsic attributes, distinguishing intrinsic attributes, the brand, and other extrinsic attributes such as price. Therefore, for successful brand, the R White company must consider the four building blocks of a branded article. The extrinsic attributes and intrinsic attributes develop the branded article. In addition, both are important to the customers since they help in the process of evaluations of the product (Rubera and Droge 2013). Riezebos noted that extrinsic attributes are characters that are not part of the brand itself. For instance, they include attributes such as packaging price, brand name and information related to the brand article such as year of introduction in the market and the nation of origin. Therefore, R White brand should ensure that extrinsic attributes meets the customers demand. In this regard, it should have better packaging price and informative information regarding the brand.

nOn the other hand, intrinsic attributes are those characters of a product (Wiedmann, Hennigs, Schmidt and Wuestefeld 2011). Therefore, in case such characters are changed, the product or brand becomes entirely different. According to Riezebos 2003, two features are significant to intrinsic attributes. The first feature is the existence of an attribute. The second feature is the quality of an element. In this respect, the R White brand should have both intrinsic attributes (Brodie, Ilic, Juric and Hollebeek 2013). For instance, the quality of the lemonade should inspire the perception of taste. Moreover, the aesthetic, structural and functional attributes should be included in the intrinsic attributes of R White lemonade brand. The aesthetic attributes of the R White should have features that make it visually appealing. For instance, it should use colours and designs that are attractive to customers (Hudson 2013). On the other hand, structural features can be the diameter and shape of the product, which establish the functional features.

nAccording to the design of this model, the R White brand should pay attention distinguishing intrinsic attributes and non-distinguishing intrinsic attributes. In this regard, the all lemonades in the market have common intrinsic features, which form the non-distinguishing intrinsic attributes (Severi and Ling 2013). However, R White brands should have a feature that is unique from other competing lemonades which forms parts of distinguishing intrinsic attribute. The taste or the design of R White can be brand-distinctive sign for the product and should be officially protected (Wiedmann, Hennigs, Schmidt and Wuestefeld 2011).

nBrand Analysis

nMore importantly, various components of brand such as brand name, sign, symbol, term and image are important for R White lemonade brand. The combination of these brand components helps to identify the services or goods of seller or maker. Other values that are associated to a good brand include positive brand image, and quality. A successful brand ensures that these added values are maintained for the benefit of consumers (Hakala, Lätti and Sandberg 2011). The R White brand should also have high differentiation in terms of price, product features and brand image. According to Brodie, Ilic, Juric and Hollebeek (2013), a customer may identify the advantages that a product may offer him/her via the brand name. for instance, a customer understand the kind of benefits that he/she would achieve after purchasing the R White lemonade brands especially through product features and quality (Brodie, Ilic, Juric and Hollebeek 2013). Study by Severi and Ling (2013), branding of R White lemonade involves a wide range of activities in a comprehensive marketing assortment. It provides the brand image to the target customers. They acquire messages and stimulate association concerning the brand features, expected performance, cost, quality and self-image. R White can develop a unique brand via development of product attributes, advertising, sound distribution strategies, packages and brand names. The management should concentrate on differentiation and minimize the predominance of price in the process of making purchasing decisions (Severi and Ling 2013). In this effect, the R White brand must create a personality brand of the product.

nBranding Theories

nLovemarks Theory

nLovemarks theory is used in development of branding strategy due to the fact that customers are influenced by emotions in their purchasing behaviours as opposed to reason. The theory suggests that a brand need to allure the emotions of customers. The Lovemarks theory was developed by Roberts Kevin after proposing that love is required in branding. In addition, it is needed to create brand loyalty (Cho 2011). In this effect, the theory recommends three main ingredients of branding which include, intimacy, sensuality and mystery. In this respect, mystery involves aspects of inspirations, icons, myths and great narratives while sensuality is composed of taste, touch, smell, sight and sound. Finally, intimacy is related to passion, empathy and commitment. More importantly, Lovemarks theory noted that branding of products such as R White lemonade should be based on love and respect. Moreover, mere commodities do not lead to neither respect nor love (Cho 2011).

nNonetheless, fads promote love but when the brand does not gain respect, the love is not useful in branding. Furthermore, brands gain respect, but not long-term respect without love. Therefore, Lovemarks can be attained via the trinity of intimacy, sensuality and mystery. More importantly, Lovemarks theory noted that a firm such as T White should go beyond the establishment of a brand to establish a Lovemarks aiming to create customer loyalty. Moreover, Lovemarks can be described as a deep emotional association that differentiate an experience of the brand from the experience of Lovemarks (Cho 2011). In this regard, T White must develop Lovemarks through experiences, events and brands that individuals passionately love.

nBrand image

nA brand image refers to a network of links, which are normally structured in expressive ways. The design features and the visual appearance of a product should create emotional connections with the consumers, which ultimately develops the need of the brand image. Rubera and Droge (2013) argued that the brand image refers to the manner in which a customer perceives the signs from the communication, services and products of the brand. Therefore, the receiver of the message develops the brand image. On the other hand, the sender of the message develops the brand identity. The main aim of the brand identity is to describe the self-image, aim and meaning of the brand in details (Rubera and Droge 2013). Brand image is the product of the description. With regards to management of brand, brand identity should be developed prior to brand image. Research by Hudson (2013) brand identity refers to the message that the owner of the company intends the target customers to recognize the brand. On the contrary, brand image is defined as the really perception of customers towards a particular brand. Therefore, products, visual symbols and brand name deliver diverse brand images to the customers (Hudson 2013).

nIn this regard, the R White brand should seek to portray a proper brand image to its customers. The main question in the formation of brand image is centred on the way associations can be linked to the brand name. Severi and Ling (2013) argued that deductive inference and inductive inference are procedures in formation of an image. The deductive inference refers to a process that is used in conducting association of brand from one product to another. It is also referred to as transfer of image. On the other hand, inductive inference refers to the process of establishing brand image from consumers via the interaction with advertisements, expositions and the branded article (Severi and Ling 2013). It also involves confrontation with the social influence, consumption experiences, marketing communication and brand article.

nFurthermore, marketing communication provides information to the brand image. Therefore, the R White lemonade brand should seek to provide brand image in order to create the first impression related to the product. Additionally, the R White brand must also strive to develop the brand image in the minds of the consumers since it is hard to alter at a later step (Brodie, Ilic, Juric and Hollebeek 2013). More importantly, R White Company should be committed to provide guidance to the brand image in the course of brand identity via marketing communication. Furthermore, the R White image used in marketing communication must not be in opposition with the image used in consumption experiences (Hudson 2013). For instance, the effect created by R white advertising is higher when the product accomplishes the benefits expected in the advertisement.

nMore significantly, the brand image of R white lemonade should be formulated via inductive inferences since the social influence; consumption experiences, marketing communication and branded article have a huge effect on a brand image (Rubera and Droge 2013). A brand image possesses a wide range of relations from confrontation with social influences, consumption experiences, marketing communication and branded article. These kind of relationship must match with the polished brand identity as precisely as possible.

nResearch by Grohs and Reisinger (2014) suggested that brand image is a mental picture that is formed by consumers toward a particular brand. In most cases, this type of brand image is subjective in nature. This means that customers have a network of sustainable memory where they store feelings, perceptions and insights towards a particular brand. The main aspect of this system is a brand name, which is connected to different levels of knowledge association or elements (Grohs and Reisinger 2014). Meanwhile, R White brand should pay close attention on three main elements, which include strength, favourability and content (Severi and Ling 2013). Strength and favourability can be joined to form brand reputation. In addition, the content refers to the relationship that a brand name may create. In this regard, association can be sound, smell, feeling or knowledge (cognition).

nThere are differences between immaterial and material brand associations. Immaterial brand association can be effects that cannot be touched since they are not physical. They include certain kind of associations such as experience and lifestyle (Brodie, Ilic, Juric and Hollebeek 2013). On the contrary, material association of the brand refers to the effect caused by the character of particular material factors such as aesthetics, function, durability and reliability. Such kind of qualities can be related to the physical nature of the product. The brand image favourability refers to customers feeling concerning the association (Rubera and Droge 2013). Such feelings can be positive or negative. Therefore, for R White lemonade product to develop a strong brand, the company needs to ensure that there is positive reputation.

nConcept Board

nConcept board refers to the proposed visual image that represents the brand. The designers use concept board to inspire customer on the new products. It also acts a stimulus material that involves verbal and visual representation of an impression for a service or product. Moreover, it normally highlights its benefits, and attributes, and utilized this concept to target customers. Groups of people normally attach some concept boards on large boards in order to facilitate easy view (Klimchuk and Krasovec 2013). Concept boards are similar to advertisements. In the case of R White lemonade, the concept board is meant to depict the brand as a powerful and high quality brand in the market.

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nConcept board of the R White Lemonade

nConcept Statement: R White message

n“An energizing and daring soft drink that helps you to remain cool and calm, R White lemonade offers a special flavour that makes your day memorable. It offers nourishing elements including 45% Vitamin C, 10% vitamin E, 12% Vitamin A and 20% Vitamin B6 among others. It is retailing at only $1.99 – it is irresistibly good for your health”

nConclusion

n The success of a brand in the market depends on a wide range of factors. Branding is an important factor, which needs careful considerations in order to develop effective strategies. For brand such as R White lemonade to succeed it, need to pay attention of issues related to brand heritage, four building blocks of branded article and brand analysis. For instance, it should include features including such as symbols, history, core values, longevity and track record. Moreover, the R White lemonade should consider both the intrinsic attributes and extrinsic attributes that are likely to influence the branding. Furthermore, brand image of this product is important as it affects the strength, content and favourability (Rubera and Droge 2013). Therefore, R White brand should seek to enhance its brand association.

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nReferences

nBrodie, R.J., Ilic, A., Juric, B. and Hollebeek, L., 2013. Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), pp.105-114.

nCho, E., 2011. Development of a brand image scale and the impact of Lovemarks on brand equity.

nGrohs, R. and Reisinger, H., 2014. Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), pp.1018-1025.

nHakala, U., Lätti, S. and Sandberg, B., 2011. Operationalising brand heritage and cultural heritage. Journal of Product & Brand Management, 20(6), pp.447-456.

nHudson, B., 2013. Brand heritage and heritage tourism. Boston hospitality review. Spring, pp.12-16.

nKlimchuk, M.R. and Krasovec, S.A., 2013. Packaging design: Successful product branding from concept to shelf. John Wiley & Sons.

nRubera, G. and Droge, C., 2013. Technology versus design innovation’s effects on sales and Tobin’s Q: The moderating role of branding strategy. Journal of Product Innovation Management, 30(3), pp.448-464.

nSeveri, E. and Ling, K.C., 2013. The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), p.125.

nWiedmann, K.P., Hennigs, N., Schmidt, S. and Wuestefeld, T., 2011. The importance of brand heritage as a key performance driver in marketing management. Journal of Brand Management, 19(3), pp.182-194.