Brand Concept Proposal and Board

It is the famous and quality malted drink in the UK and beyond. The product first came into the market courtesy of the founding brother James and William Horlick who lived between 1846-1936 and 1844-1921 respectively (Horlicks. co. uk, 2018). In their stay in the U. Product Description Brand identities are essential in determining and establishing the quality of a product and brand equity. The brand elements are trademark devices that enhance differentiation and identification of a brand by giving it distinct features from the rest of the brands in the product market. Chitale and Gupta (2011) provide that an image of the brand dictate the perception of the potential customers of that product. The name of a product needs critical evaluation and scrutiny before establishing a suitable name to represent the brand according to taxonomy provided by Landor.

The groups that the names should fit into include brand names that are suggestive, descriptive, classical, compounds, arbitrary, and fanciful. Secondly, the image of Horlicks depicts it as a brand for the generation X individuals or the millennial groups that are workaholics and stressed people because of the tight studying or working schedule as it comes with a blend of folic acid and iron to keep them moving. Lastly, Horlicks has high strength following the product demand in the market even after differentiating over years. It is distinct with the semiotic differences on the packages that shows barley and the sun appearing or drawn over the font. The Building Blocks of Horlicks • Differences in the Fundamental Components /Attributes Horlicks brand is a distinct brand with an intrinsic attribute of the used palm oil that the competitors such as Ovaltine that uses rapeseed oil.

The content of the used pal oil gives Horlicks brand a competitive advantage over the other products because of the health merits that palm oil contains. The Horlicks brand fits on the fictitious end of the continuum. Besides, its name begins as a bare image and the co summers attach their feelings and views to the brand using the Juliet principle. The beliefs are because of the views of each consumer or the branding of Horlicks to the target market segment. For instance, the consumers in the United States know that Horlicks is a breakfast drink meant to boost energy before the daily activities such as working and studying. On the other hand, consumers in the United Kingdom market presume that it is a brand meant for boosting sleep during bedtime.

Besides, their consumption comes with the utility of loyalty as the two brothers are presumed to be of a loyal family. Brand Image Transfer In any new or existing product, an existing arrangement or framework associates and links a product with two or more brand names. At times, this arrangement can associate the product to another person that is not the known producer of the product in question. Similarly, brand image transfer can entail an attempt to combine two brands with an aim of generating a unique and complex product from the union. Horlicks brand image and name is a blend of two brothers that came together. In this regard, Horlicks has an ever-increasing demand from the potential customers in and outside the UK market base.

The Proposed Brand Extension Brand extensions are not common scenarios in the UK as they manifest extensively and take root in the emerging markets such as China. Two factors, competition intensity in the brand extension division and identifies fit relying on brand image consistency (Fu, Saunders and Qu, 2009). Brand stretching is a that marketing strategy where a firm marketing a trendy image uses same brand name in a different product grouping called a spin-off. The whole process is long-term aimed at improving profitability and productivity of a firm. The Horlicks Cozy will have to assume the same logo as the original products that the new product is an extension. These features include the moon, wheat, and clouds to help them market the product because with this logo acceptance will be high from customers who associate themselves with Horlicks.

In response to the market base, a strong brand image for the extension is necessary to reach out to the potential demographic that the initial brands did not make to cater for the needs of the consumers that were initially unreached. Customers have different demand requirements that require sufficient differentiation of the extension brand to cater for such insatiable desires and requirements. The marketers and producers study the market before making a concrete proposed extension brand to meet all these new requirements. • Secondly, there must be added anti-aging components, flavor, color, and packaging among others in the new differentiated product. Consumers will still purchase the new product because of believes that the original traditional Horlicks is sweet and classy from a loyal company.

• Thirdly, there should be an emphasis on the ingredients, features, and importance of the new improved horlicks product as compared to the traditional product. For example, a soap producing company can introduce a new soap that is an extension of the initial one by adding to it a different perfume and a herbal component for skin repairing. • Expertise is another strategy to insist on a new product. The critical determinants of the dominance of a product in the market are the brand name, brand image, and the four building blocks analysis, brand heritage give an insight that evaluates growth and strength of Horlicks in the market. Besides, brand equity indicates the decline of the returns to scale because of the changing demands and demographic needs or wants.

Identification and concentration on these aspects with emphasis on brand equity keep a product on top of the market competitors and failure to make a distinction causes a decline in demand and sales. These reasons make a brand extension a better approach for the product to emphasis on brand equity with the desire to incorporate all that the consumers require and the heritage of a brand. Therefore, brand equity is not for the benefit of the consumers only, but also for the benefit of the producers as they will realize increased returns to scale and promotion through an expanded base of potential customers. International Journal of Business and Management, 6(9). Chitale, A. and Gupta, R. Product policy and brand management. New Delhi: PHI Learning.