Concept Proposal and Concept Board

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nExecutive Summary

nThe growth and development of various brands depends on a wide range of factors. R White Lemonade is a brand name named after a married couple Robert and Mary White who were its founders in 1845 in London. It must consider various issues that affect business which include Political, Social, Technology, Cultural and Economic factors. For instance, it should pay close attention to the laws, which regulate the production and marketing and production of the Lemonade beverages. Taxation, bureaucracy and political instability also affect it. Economic factors include employment laws and interests rates on loans. The R White Lemonade has been able to ensure that they continue to appeal to different social sections of the society. Technology influences lemonade business in many ways. It employed advanced technology in different processes such as marketing, production and processing. For instance, latest technology especially social media has helped it to strengthen its marketing strategies. Internal factors such as management of employees influence the brand growth. It should also focus on market factors, which helps it to gain competitive advantage over its competitors. Brand such as R White lemonade must consider the issues related to brand heritage, brand image, brand extension and brand name analysis. The company has to develop effective strategies to enhance its competitive advantage in the market. Strategic plans such as advertisement, consumer involvement in decision-making, promotions and offers on brand products should enhance its chances in the market. The management structure of the R White company has remained stable over the years. Therefore, it has been able to perform better in the market, which has helped it to lead in the UK market. The management has also focused on growth of the firm. Therefore, the R White company has overcome various issues in the market and has enabled maintenance of quality and values of its products to its customers.

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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. Urde 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).

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 (Hudson 2013).

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. According 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).

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.

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).

nBrand image

nRubera 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. In 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.

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.

nBrand extension

nBrand extension refers to a strategy used by different organization to introduce a new product by utilizing an existing name of the brand on a product in a different group. A firm applies brand extension strategy aiming to leverage its contemporary base of customers to raise it levels of profits. In addition, it uses brand loyalty mechanism to increase sales and easy identification of a new product (Hakala, Lätti and Sandberg 2011). Therefore, brand extension can be used to facilitate introduce of food and snacks in the new markets. For this company to successfully enter in food market, it should ensure that there is logical relationship between its new products. Research indicates that in case there is non-existent or weak relationship between the two it can lead to brand dilution (Hudson 2013). Moreover, when it is not done appropriately it can be harmful for the parent brand.

nThe R White lemonade brand should use a variety of methods in its brand extension processes in the food market. For instance, it can decide to use simple methods of providing a parent product in a new format. Secondly, it may develop brand extension by merging the new food/snack products with other products in the market (Wiedmann, Hennigs, Schmidt and Wuestefeld 2011). In addition, it may take advantage of the brand reputation of the company. A study by Severi and Ling (2013) noted that the new category of product line is referred to as spin-off. Therefore, R White brands can use brand extension to leverage and increase brand equity. The study also noted that the extendibility of the brand could be influenced by the ability of customers to relate the quality and values of the new one to the company. Brand extension for foods and snacks would also increase the variety of products in the market (Severi and Ling 2013).

nSegmentation, Targeting and Positioning

nIn the contemporary world, Segmentation, Targeting and Positioning (STP) approach is an important strategy that a company to use in its business operations in the market (Wiedmann, Hennigs, Schmidt and Wuestefeld 2011). It can be used to appraise the type of customer base of the company and choose the ones the customer is intending to reach and execute strategies by maximizing the product for a particular segment. Therefore, R White Company should use the STP strategy in order to succeed in the market. First, it should design segmentation process by determining the type of customer that exists in the market with a variety of needs (Hudson 2013). Some of the factors that it may consider in the segmentation process include customers’ demographics, behaviour, values and lifestyle as well as benefit sought.

nSecondly, it should initiate targeting process by focusing on one or more customer segments. Importantly, it should ensure that the product serve the interests, needs and values of the segment. Similarly, R White lemonade brand should appeal to the customers in that particular segment. The company should also consider its strengths to serve the targeted segment (Hakala, Lätti and Sandberg 2011). Thirdly, positioning encompasses executing the company’s targeting. In this case, R White lemonade brand should seek to position its products as a producer of top quality lemonade. Therefore, the firm will have to promote the product through advertising. It should use technology to ensure that the needs of the customers are served. Positioning is also crucial as it help the company to safeguard its competitive advantage (Severi and Ling 2013). In so doing it help the company to offer reliable and valid products to its consumers at a competitive price. The cost of the product can be used as a positioning strategy in the market.

nBrand Image Transfer

nStudies have established that events and brand can have significant effects on beliefs of brand image. According to Grohs and Reisinger (2014) beliefs of brand image refers to all the relationship that consumer link with the brand. Therefore, brand associations re developed or established from experiences in user imagery, and promotional communication. This means that R white lemonade brand can benefit from brand image transfer that can take place especially during sponsorships (Grohs and Reisinger 2014). In such events, it can take advantage of the endorsements from celebrities. Cho (2011) noted that brand image transfer can be achieved when a celebrity such as popular singer endorse the brand. Interestingly, most celebrities possess a wide range of desirable meanings; hence, they are able to appeal to the target segment. The customers are now able to associate the brand with meaning, qualities and values from the celebrity (Cho 2011). Brand image transfer of R White lemonade is more likely to occur when there is brand association between the brand and endorser especially when they are positioned at the same time in an advertisement (Severi and Ling 2013). However, the process of endorsement demand that the customers must identify the vital similarities between the brand and endorser so that they can integrate the endorser links such as personality, social class, lifestyle, and gender. Therefore, R White brand should pursue a celebrity who can endorse the R white lemonade brand (Grohs and Reisinger 2014). However, the celebrity should offer brand associations that are consistent and similar to the brand. Customers develop a positive image of the brand when the celebrity’s image is similar or consistent.

nConcept Board

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”

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nConcept board of the R White Lemonade

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.