RE-BRANDING ROYCO BRAND OF FOOD SEASONING

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ABSTRACT


Branding, as any other concept, has evolved over time: from the days when sheep of one herd started to be branded to distinguish them from another herd to the current era when everything, from water and flowers to clothes and food, is branded. Throughout these times, there have been numerous theories to describe and understand the underlying nuances. This paper finds the relationships in previous literature and reveals how these theories see branding from various perspectives and how they can be integrated to form a coherent view. It is also discussed how branding and society affect each other. Based on the knowledge of how branding theories have been developed as dependent variables of each other and the society, we are able to form a better understanding of the past, the present, and the future of branding.


TABLE OF CONTENTS

Table of Contents
List of Plates
Abstract

CHAPTER ONE
1.0       Introduction
1.1       Objective of the study
1.2       Statement of the problem
1.3       Scope of the study
1.4       Significance of study
1.5       Limitations of the study
1.6       Definition of Terms
1.7       Methodology

CHAPTER TWO
LITERATURE REVIEW
2.1       Branding before the 1970s
2.2       Branding in the 1970s and 1980s
2.3       Branding in the 1990s and 21st century
2.4       Discussion: The Future of Branding

CHAPTER THREE
3.0       Design Procedure and Process
3.1       Materials
3.2       Tools and Equipment
3.3       Step By Step Studio Experiment
3.4       Concept Identification
3.5       Thumbnail
3.6       Layout
3.7       Computer Aided Design (C.A.D)
3.8       Printing
3.9       Finishing

CHAPTER FOUR
Presentation and Discussion

CHAPTER FIVE
Conclusion
References


CHAPTER ONE

1.0 INTRODUCTION

There are many reasons why companies or organizations might consider re-branding their products. Most of them are firmly rooted in a need to reposition the firm in the marketplace. It could be as simple as the merger of two firms or as complex as a major shift in target clients or business strategy. It could equal be a change in the visual design approach of the activities of the firm. But whatever the reason, a firm eventually faces the question of how to re-brand in a way that yields the desired business result. Any re-branding strategy should start with a thorough understanding of the business reason behind the re-branding. The reason for re-branding might be driven by a need to accelerate growth? In this case the visual resource approach might be employed in other to simplify design and focus correct messages. A brand is the idea or image of a specific product or services that consumers connect with by identifying the name Logo Slogan or the corporate identity of the company.


Brand promotion is a common marketing strategy intended to increase product awareness, customer loyalty. According to the Wikipedia, the free encyclopedia, promotion refers to raising customer’s awareness of product or Brand, generating sales and creating brand loyalty. The purpose of a promotion and thus its promotional plan can have a wide range, including sales increase, new product acceptance, creation of Brand equity, positioning, competitive retaliations or creation of cooperate image. The term promotion is usually an “in” expression used internally by marketing company, its usually recognized in the market place special offer. Positioning is a marketing strategy that is aimed at making a Brand occupy a distinct position relative to completing brands in the minds of the customer companies apply this strategy by adding distinctive features to the product promotion. Brand Identity is the part of the re-branding strategy where the designer develops the visual elements that will communicate the company’s brand. That includes: firm name, logo, tagline, colors, business card design, stationary, and so one. Many people confuse these elements with brand. A company brand is its reputation and visibility, not the firm’s name or its logo. A brand identity is a sort of visual shorthand for its Royco, is a brand name of a food seasoning in Nigeria, subdued by other giants of the food seasoning brand, brand promotion and positioning and re-branding of this product using different illustration assist in making this product the envy of the giants and a delight to those who have not known or used it because of its positioning in the market place, in order to achieve this, more creative ways of expressing and promoting the product has been carefully sort for this is seen through the results of the studio analysis in re-branding the Logo and Adverts and posters, Illustration present the design templates to evoke its attraction. It is however important to understand Brand promotion and positioning, Koteler (2002) aptly defined “positioning as the act of designing the companies offering and image to occupy a meaningful and distinctive position in the mind of target consumers” (P.308). Product positioning denotes the specific product category or product class in which the given product....

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