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Briefly outline your new brand idea, including key product attributes and benefits

Choose and define a specific target market for your new brand (detail profile – key attributes, attitudes or behaviour, need your brand will aim to satisfy)

Note carefully: your branding recommendations should be focused on this specific target market.

Identify and outline the key competitors

Recommend an effective brand name for your new brand. Explain the rationale behind your recommendation.

Develop the brand identity for your new brand, including:

Clear identification of core identity and extended identity

Key brand elements (eg logo, slogan – you can include a sketch / mock up to illustrate)

Brand personality

Develop a strategy to effectively position and differentiate your brand to your target market to achieve a competitive advantage.

Your positioning strategy should include:

Customer-focused value proposition

Brand mantra that clearly represents what your brand is

Points-of Parity

Points-of Difference

Refer to “Brand Positioning Bull’s-eye” (p. 309 in Kotler, P & Keller K.L. (2012). Marketing Management (14th ed). Harlow, England: Pearson Education Limited)

Recommend an integrated marketing communications plan to launch your new brand and build a sustainable competitive advantage, including:

Implementation detail

Description of how communications will be integrated to enhance brand image

Outline your strategy for growing and sustaining brand equity into the future.

Recommend and explain a brand equity measurement system that you could implement to audit and evaluate brand performance. 

Clearly structured and well laid out report

Logical, fluent, succinct and correct (grammar and spelling) expression

Adequate and correct referencing

Context for new brand

Branding refers to the process engaged in establishing and creating a special name and image for the product in the customer’s perception especially through the source of advertising and promotion campaigns with a steady subject. The main objective of this report is to make a new brand for Fresh organic items company in New Zealand in order to help the consumer to experience more at ease purchasing the company products and services. The report explains various factors such as context for a new brand, the name of the brand, brand identification, positioning of the brand, brand communication ideas, brand performance and sustaining brand equity.

Key attributes of Fresh organic food company

According to Akaka & Alden (2010), Fresh organic company delivers organic products to their customer’s food delivered by techniques that agree to the principles of natural farming. Standards fluctuate around the world, but organic farming in general features practices that endeavors to cycle resources, promote advance environmentally and conserve in cultivating. In broad terms, organic food is also usually not handled utilizing irradiation, modern solvents or synthetic food activities. The key attributes of Fresh organic company include aspects of the environmental protection or then regarding the prosperity of creatures in organic farming both of which are considered not-utilitarian qualities and the way that they are seen by consumer's behavior. The main advantages of organic food are that they contain small pesticides, fresher food, organic cultivating is good for the ecological balance and organic food is genetically modified organisms or genetically engineered foods.

According to Ambrose s& Harris (2017), the specific target market for Fresh organic company in New Zealand is youth, working peoples, and health conscious people. Men and women constitute the major portion of the organic food product as consumers. Organic food is specifically famous among the youngsters, middle aged group, and health conscious consumers. Consumers are increasingly pay attention in order to choose the organic food products with the purpose to know what they eat for environmental reasons. This specific target market of Fresh organic company shows the consumer behavior which is based on the following factors such as focused environmental concern, health concern, and lifestyle, quality of product and subjective standards and requires healthy food to stay healthy in the environment.

According to Anselmsson et al. (2014), the key competitors for Fresh organic food industry are Whole Food company which focus on its uniqueness in products and created food business and enlarges its digital capabilities. The industry will also work in marketing promotions to consumers while by neglecting the race to the bottom. The other competitors are Sprouts Farmer market, KROGER Company, Costco Wholesale Corporation as these companies are marketing their products in an innovative manner in order to increase their customer base towards their products.s

According to Bartels & Hoogendam (2011), Fresh organic company create Nature max brand in order to deliver organic food product by keeping in mind the healthy and safer food products to the consumers. In the recent years, retailers of organic food have bloomed and educated themselves about potential advantages related with purchasing organic products. Company make an effort by advertising the campaigns in order to focus on consumers, organic food makers and producers trust so. By expanding the characteristics of the normal food consumer, these companies and organizations improve their marketing techniques, educating consumers about the potential well-being, environmental and lifestyle advantages organic food provide to the consumers. The main purpose behind creating Nature max brand by Fresh organic company was to enlarge the awareness among the consumers about the advantages and ease of changing to an organic lifestyle. The main concern in initiating Nature max by company was to care about the health of family and the environment in order to ensure the safety of both (Çabuk et al., 2104).

Specific target market

According to Usakli & Baloglu (2011), brand identity is the process of collecting all the brand components that the organization builds in order to portray the correct picture of it to the consumer.  They are some features or characteristics of a particular good in order to launch product by a specialist in terms of branding. This report presents the brand identity of the Fresh organic companyin New Zealand by including the various factors such as:

According to Chrysochou (2010), the identification of Nature max includes core identity and extended identity of a product. The core identity states the timeless need for the brand as it is the focal point which remains after consumer consumes. The core identity of Fresh organic company contains the components that make the Nature max brand special and reliable in order to contribute to the value proposition and integrity. For example, core identity of Fresh organic food industry offer healthy and nutritious products to their customers. On the other hand, the extended identity refers to the components which provide texture and completeness for the launching new brand in the market. A greater extended identity refers to a powerful brand, known for its products. Interested and associated with the consumer life. It should be attached that brand identity is greatly affected by the corporate identity techniques implemented by an organization. The information is conceived from rational as well as an emotional prospect.

According to Dinnie (2015), the main component of Fresh organic company consist some elements which are as follows:

Target audience: In business to consumer, the target consumers or market for the business brand is the people who mostly to purchase the product. For establishing Nature max brand by Fresh organic company in New Zealand, the target audiences are youth, men and women and health conscious people.

Brand promise: The Nature max promise is the creating the awareness by the company among the consumer regardless the brand.

Brand perception: The managers of Fresh organic company need to understand that how consumers will perceive and select brands for a particular product categories and market segments. Brand perception is the reality of how customers see business brand.

Brand values: Nature max brand values clearly explain the guidelines that company use in their decision-making process (Fetscherin, 2010). These are known as the core values that company brand seeks to personify.

The logo or slogan also used to describe the purpose of the brand. The main objective is to present the visual representation of company brand name and the products and services that company provides to their customers. The brand logo and slogan of Fresh organic company which explains the main purpose of the organic food business are:             

The slogan gave by company for the Nature max brand is healthy food for healthy peopless. This slogan gives a brief idea to the consumers what company wants to serve behind their business idea.

According to Hjelmar (2011), brand personality refers to set of personal features that are contributed to a brand name. The brand personalities provide information to the consumers, through which they can relate, efficiently increasing brand awareness. The personality of the brand must include the following features such as sincerity, excitement, competence, sophistication and rough. Thus, all these components should be present in the Nature max brand personality of Fresh organic company in order to deliver the company products to their customers. The main benefits of brand personality help the business in building self-expressive advantages that the consumer can express his or her personality through this brand. Brand personality also creates the relationship between the consumer and the brand.

Key competitors

According to Keller et al. (2011), brand positioning may be defined as how the consumers receive the company brand product in relation to the same product offered by the other competitors in the market. The brand positioning of Fresh organic company is an active strategy because it wants business to carefully examine the customers in order to create the effective strategy. In order to position the brand, the company should look at everything that impacts the brand goodwill and therefore, the consumer’s opinion of the brand. From customer service to pricing and promotion, each phase of the organization has some influences on the consumer’s overall opinions of the brand and that conducts business to the main steps to organic position explained below:

According to Lin et al. (2011), the company must create and advertise an effective value proposition in order to establish a strong brand. A customer focused value proposition is the combination of advantages that company show to target consumers in the hopes they identify the value. The company should concentrate on the customer value proposition that might consist fastest order fulfillment, consistent food quality, well-mannered service and a convenient place. For example, the target consumer for Fresh organic company is health conscious people and youngsters, and the convenience will be probably to be a more focal point to consumer value proposition than low prices.  

For creating a new product, it is mostly used to explain a brand name. The brand mantra is internally focused in order to articulate the soul of the brand. For instance, the marketers of Fresh organic company have used the authentic performance as their mantra to direct their marketing efforts (Luxton et al., 2015). A slogan should be the outer translation to involve the consumers. For Fresh organic food: Food is curative-cure, sustain and foster.

According to Marian et al. (2014), points of parity are the alliances that may be shared with different brands but where the brand can at least match with the competitors charged best. Since points-of parity generally is not the reason to choose a brand, their non-appearance can be the reason to skip the brand. The well-managed brand may be changed in various ways such as instructing rise in price, producing more volume or both. While examining the points-of parity of organic food brand, the company must look the main points:

Feasibility: Company must make the healthy products in order to serve their business in a right manner to the consumers.

Communicability: Company should properly convey the message to the consumers about the organic products.

The points of differences are the advantages or characteristics strongly connected positively with a brand. The points of difference are the characteristics that customers do not find to the same level with the other competing brands. While formulating the points-of difference for organic food brand, a company must look for:

Relevance: The information given to the consumers by the Company about the Nature max brand should be authentic and relevant.

Deliverability: Company should be able to deliver the products in an appropriate manner as clear all the details and specifications of the product which is required by the consumer.

Brand name

According to Qu et al. (2011), the planning procedure connected with the integrated communications may be specifically imperative to retailers as they manage with increased competition and separate channels. This report implements the integrated procedure with a specific eye to brand launching. Fresh organic company can implement a communication plan for the Nature max brand which includes the following ideas:

Brand awareness: Awareness should be significantly expanded. Conventional methods of marketing such as promotion will be used for the organic products by company throughout the campaign due to their inescapable and engaging nature trying to build the intended interest group's level of brand attention to organic food and to successfully push company effort message to its intended interest group.

Knowledge: During the business phase, it is necessary that company should understand what is portrayed to their customers regarding brand as this is the difficult phase for establishing brand equity within the target audience (Schleenbecker & Hamm, 2013). This will be attained by properly executed marketing techniques that will exploit on the consumer's buying process of identifying and remember by regularly using simple message require common companies such as Whole Food.

Preference: Fresh organic company target audience may have liked for a straight competitor that fulfills their requirements. Hence, in an effort to become their target audience's preferred brand, company require substantial effort in marketing their attentiveness to providing a special customer dining experience and their brand's point of differences throughout the campaign message based on their target audiences behaviors, attitudes, and consumer's personal taste. The frequent utilization of sales promotion will also successfully convey a continuous responsibility regarding giving superior incentive during this stage.

The other explains how communication will be integrated to increase the brand image. Marketing methods play a crucial role in establishing of brand equity. These marketing methods are connected to product, price and distribution channels and these methods are essential to create a brand image and also create brand awareness. Marketing communication is necessary for building up the point of similarity as well as point of difference with competition, creating an impression in customer's perspective for the development of powerful consumer based brand equity and also builds a long-term relationship. Marketing communications help the marketers to establish the brand for company modify the marketing communications environment, the customer based brand equity theory that focuses on the importance of comprehension consumer brand knowledge structure. Particularly, the brand equity is seen as a means to route the marketing communications. These marketing communications can build intense, brand loyalty connection and impact brand equity. Integrated marketing communications include combination and matching different communication choices to build the appropriate awareness and goodwill in the consumer's mind.

According to Whan Park et al. (2010), it is the value of a brand which is based on the extent to which it has high brand loyalty, name awareness, perceived quality, strongly based organizations and other resources such as patents, trademarks, and channel relationship. There are some keys which help to gain the sustainable marketing strategy for Fresh organic company in the future:

Brand identity of Fresh Organic Food Company

Refocus on target audience: Company should focus on the target audience for the sustainable product improvement brand campaign. The company should have an objective in the identification of the target audiences for their products. Fresh organic company can enhanced their Nature max brand in the market by concerning the health measures of the consumers.

Target desire and encouragement: Identification of needs is the main task that is expecting consumers to purchase something without understandable advantages. Business should identify the requirements of the target audiences and creates the products according to the consumer’s taste and preference (Wheeler, 2012). It is also necessary to encourage the members of the organization which play an important in developing the brand equity in the consumer’s mind.

Initiatives that will enhance brand positioning: According to Aaker & Joachimsthaler (2012). Sustainability marketing strategies can be used in order to enhance the brand equity for the long-term future.  The company should engage in brand creation, and attract the consumers to be co-creators of brand values so that they can relate to the brand for the future reference also. Fresh organic company motivates customer-brand involving the customized products to meet the taste and preferences of consumers.

According to Young (2014), brand performance measurement methods are often particular to the organizations incorporated into the brand estimation framework though new models are presented on continuous premise prioritizing the factor of brand impact. The main benefit of the brand measurement system for the company is that it connects the brand administration and business execution of the company which has emerged as a strategic management method for the better improvement. Perception metrics can be used as brand measurement method which concentrates on the variety of functional, emotional and dormant links that mix to create a perception of a brand, which includes awareness, acquaintance, reliability, consideration, and taste. These characteristics of perceptional metrics help to measure the effectiveness of Fresh organic company establishing activities across all the stages of interaction with a consumer. The performance metric is another brand measurement method which helps to evaluate the brand building activities in order to mix the overall business outcomes.

Conclusions

From this report, it has been concluded that branding plays an important role in marketing the business products to the consumers. This report create Nature max new brand for Fresh organic company in New Zealand. This report explains the various factors which include creation of the brand, brand identity, brand positioning, marketing communication strategy for the sustainability of the brand in the future and the brand performance measurement. All this factors help Fresh organic company to make their brand innovative and creative regarding the organic food products in the customer mind.

References

Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.

Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International Journal of Advertising, 29(1), 37-56.

Ambrose, G., & Harris, P. (2017). Packaging the brand: the relationship between packaging design and brand identity. Bloomsbury Publishing.

Anselmsson, J., Vestman Bondesson, N., & Johansson, U. (2014). Brand image and customers' willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90-102.

Bartels, J., & Hoogendam, K. (2011). The role of social identity and attitudes toward sustainability brands in buying behaviors for organic products. Journal of Brand Management, 18(9), 697-708.

Çabuk, S., Tanrikulu, C., & Gelibolu, L. (2014). Understanding organic food consumption: attitude as a mediator. International journal of consumer studies, 38(4), 337-345.

Chrysochou, P. (2010). Food health branding: The role of marketing mix elements and public discourse in conveying a healthy brand image. Journal of Marketing Communications, 16(1-2), 69-85.

Dinnie, K. (2015). Nation branding: Concepts, issues, practice. Routledge.

Fetscherin, M. (2010). The determinants and measurement of a country brand: the country brand strength index. International Marketing Review, 27(4), 466-479.

Hjelmar, U. (2011). Consumers’ purchase of organic food products. A matter of convenience and reflexive practices. Appetite, 56(2), 336-344.

Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.

Lin, Y. C., Pearson, T. E., & Cai, L. A. (2011). Food as a form of destination identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30-48.

Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.

Marian, L., Chrysochou, P., Krystallis, A., & Thøgersen, J. (2014). The role of price as a product attribute in the organic food context: An exploration based on actual purchase data. Food Quality and Preference, 37, 52-60.

Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism management, 32(3), 465-476.

Schleenbecker, R., & Hamm, U. (2013). Consumers’ perception of organic product characteristics. A review. Appetite, 71, 420-429.

Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism management, 32(1), 114-127.

Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17.

Wheeler, A. (2012). Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.

Young, A. (2014). Brand media strategy: integrated communications planning in the digital era. Springer.

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