Re-branding Royco Brand of Food Seasoning
Chapter One
OBJECTIVE OF THE STUDY
This research work tends to re-brand Royco food seasoning and position it in the market place for optimum sales to make it a super seasoning, captivating and the delight of kitchen ingredients.
CHAPTER TWO
LITERATURE REVIEW
Brands and branding are by no means a new phenomenon, neither for academics nor the business world. It is possible to trace back the use of brands all the way to the Stone Age, when hunters used weapons of specific “brands” to succeed in the hunt (Almquist& Roberts:10). It was during the 16th century, however, that brands similar to those we see today have started to take shape. Some of the earliest-known brands were established by the English ceramist Josiah Wedgwood and the French fashion designer Rose Bertin (Burke 1996; de Paola 1985). Since the 18th-century England and France, there has been a massive development of the knowledge, procedures, and theories within branding. Contemporary branding theories have their origin and evolutionary starting point in the mid-20th century, primarily due to the development of commercials in mass media (Farquhar 1995: 10).
This development will be the subject of this research. Specifically, this present study will scrutinize the evolution of branding from its origins in the 1950s until today. The increased importance of branding has augmented the attention to the theories behind the concept, and this has led to an abundance of branding literature. However, the current literature suffers from a lack of consensus, since there are several different streams that are contradictory to each other and have little, or nothing, that links them together. This calls for a new integrated framework to describe the current theories and explain how they are interconnected. Branding theories are often examined as isolated events where mutual influences between the concepts are neglected. The literature is surprisingly scarce when explaining the evolutionary development in branding or identifying the cause and effect in the evolution of branding theories. Nevertheless, some authors, most notably Holt (2004) and Roper and Parker (2006), have contributed to describing the evolution of branding. Their efforts have contributed to simplifying and summing up the existing theories; however, they mainly focused on classifying the theories into groups, and a limitation of their studies resulted from the representation of the development of branding as isolated events. Thus, there is a need to go beyond the current literature and explore the causal connections among the different theories, since these have not yet been investigated.
BRANDING BEFORE THE 1970S
Branding has not always been a matter of attention, not even for companies with an understanding of the possible advantages of a strong brand. In the USA, the Robinson-Patman Act (formerly the Clayton Act) created a legislative obstacle for companies to price similar products differently. In other words, there was a hindrance in charging more for a branded product than for a non-branded product, and this made it less attractive for companies selling two similar products to put emphasis through branding on one of the products. Besides the legislative obstacles, there was also a strong consumer movement that opposed the use of brands.
Consequently, for a long time, an uncertainty existed as to how much companies should emphasize their brands and how much the average customer cared about those brands. Hence, it became vital for marketers to establish through research how important brands were in the purchasing process. This challenge was accepted by Marquardt et al. (1965) when they decided to investigate this issue by focusing on an everyday product. The results revealed that consumers wanted products with a well-known brand and that only 25% of the respondents did not pay attention to the brand at all, instead considering the price as the most important factor in buying the product.
Even if these results were not revealed until the 1960s, the evolution of branding theories had already begun. Smith (1956) founded the concept of segmentation as early as in the 1950s, and this has become an important milestone for marketing theories. When looking at a heterogeneous market, Smith explained, one could see that it consists of consumers with a diversified demand; yet, the market also contains smaller homogeneous markets. Therefore, the market segments could be established by using different variables. These variables vary, depending on what category of consumers one is aiming for.
The segmentation theories were further developed by Daniel Yankelovich, who sparked a revolution in marketing when he wrote his well-cited article, “New Criteria for Market Segmentation”. Yankelovich (1964) was of the opinion that many variables have been neglected in the process of segmenting a market. The segmentation variables had earlier been limited to socio-economic variables such as consumers’ working situation, income, and education, and demographic variables such as age, life cycle, and civil status. To solely use these variables was now considered old-fashioned. The new variables that were suggested to be included were buying behavior, motive, values, consumer patterns, and aesthetic preferences (Yankelovich 1964).
CHAPTER THREE
DESIGN PROCEDURE AND PROCESS
Design has been a problem solving process, in the studio ideas are generated depending on its needs the designer is the mediator between the problem and the society, design is also a process of achieving the various concept and perception of clients seeking modification of brands and products. The graphic designer plays a fundamental role in the advertising Agency this is basically a step by step approach on how designs are generated in the studio work procedure. The process of re-branding Royco seasoning is analyzed below.
The process however employed during this studio work is analyzed here.
MATERIALS
Different materials are employed in the cause of this project are tested for optimum rendition in the printing process; the material sourced are, Self Adhesive
Vinyl (SAV), Flex, comes in different grams and colours. Papers used are :Art paper, Gloss paper, Mat paper, Heat transfer papers, Meshing, Coating emulations, Retarder, Bleach and Mesh and Frames, however the end product is determent on the choice of the client or the designer.
TOOLS AND EQUIPMENT
The tools used by the researcher for this concept generation and design layout are pencil, paper and water colour, however the use of the computer was employed which deals basically with computer aided design (CAD) using application software such Corel draw, Photoshop, Microsoft ward. The direct imaging machine (DI) and the large format machines where use for printing of finished works.
CHAPTER FOUR
PRESENTATION AND DISCUSSION
Every finished product or design is geared towards addressing a problem; printing is the reproduction of works. Works done this period where printed using the Large Format Printing Machine (Galaxy), this machine printed all SAV/Flex works done, while the Konica Minolta direct imaging machine (DI) was used for the printing of various paper work for this research.
The studio experiment gave birth to the re-branding of the Royco Brand of seasoning for optimum sale and positioning in the competitive market; the highlights of the improvement upon the design are as followed below.
CHAPTER FIVE
CONCLUSION
This study highlights the importance of re-branding of product and positioning and how illustration is effectively used in re-branding, re-evoking the desire for the purchase of this product; Royco.
Companies must, therefore, acknowledge the difficulties and embrace a holistic thinking about the variables that affect brand identity. Every single aspect that builds up the brand identity is important, but working well together, they become a competitive advantage that is hard to duplicate. Due to its many variables, brand identity is a very difficult and time consuming concept to influence; yet, to be able to compete, future brands should spare no pains in attaining their desired identity.
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