Hybrid Brand Strategy Report

Hybrid Brand Strategy Report a. Marketing Horticultural Products Marketing involves a research of what the customers need and want and supply it to them. Whereas marketing involves deep research of the market needs and requirements, horticultural products do not give ample time for this research. This is because horticultural products are highly perishable (Kim &amp. Kai 2000). The implication of this is that all the market search and logistics in this sector are made even before the product are ready. This is different from the fast-moving consumer goods which can be displayed to search for consumers due to their extended shelf life. Horticultural products, therefore, demand quick marketing and a relatively short supply chain (Tollens et al. 2000).
1 b. Branding Horticultural Products
Branding has for a long time been known to be a rather effective instrument in creating consumer loyalty for new and existing products. A branded product has 65% chance of fetching high market in the prime market and 78% in restaurants (Brakus et al. 2009). For a product with a strong brand name, consumers tend to pull towards it. The low-grade horticultural products can be distributed to hotels and institutions (Sprott et al. 2009). There is, therefore, the need to develop a brand for horticultural products such as fruits and vegetables. This is because with the target market involving the five-star hotels, and prime shopping centers, having branded products is more profitable that having unbranded commodities (He et al. 2012).
2 c. Secondary Brand Association
Auxiliary brand affiliation is characterized as interfacing a brand with some other business that may influence the production of new brand relationship with the organizations additionally impact existing affiliations (French &amp. Smith 2013). It is more like a component of showcasing marking. Brand picture, brand mindfulness, and brand importance have their immediate effects on brand value. Brand affiliation transmits the value of different organizations to the brand in thought. Customers judge the brand esteem on the premise of brand components that are related straightforwardly and principally with the hidden item, for the case, physical highlights, bundling and hues, and instrumental qualities (Severi &amp. Ling 2013). Be that as it may, these judgments can likewise be taking into account auxiliary or aberrant affiliations, which allude to affiliations identified with organizations instead of specifically associated with judge an item. These organizations incorporate different organizations, their nations of the root, circulation channels, representative, and brands (Chen 2001). The association of brand to the auxiliary element or business reasons to make the optional brand relationship as this substance has its own picture and information structure in the brains of customers. Subsequently, to get brand esteem, the customer can acquire data from diverse data sources rather than a complete item itself. At the point when nature of the item starts to make consistency or when judgments include low-inclusion exercises, optional brand affiliation gets to be imperative (Till et al. 2011).
In brand association, a new brand is lightly linked to an existing brand. This does not happen to create financial benefits but to ensure that the new brand uses the existing brand as a background image or symbol (Severi &amp. Ling 2013). Secondary brand association for Bango will involve processed fruit brands such as Del Monte and Tropicana. The brand association will assist in making the new brand associated with known products and hence relating its perceived qualities to that of the known entity.
References
Chen , Arthur Cheng-Hsui , 2001. Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product &amp. Brand Management, 10, pp.439–451.
Brakus, J.J., Schmitt, B.H. &amp. Zarantonello, L., 2009. Brand Experience: What Is It? How Is It Measures? Does It Affect Loyalty? Journal of Marketing, 73, pp.52–68.
French, A. &amp. Smith, G., 2013. Measuring brand association strength: a consumer based brand equity approach. European Journal of Marketing, 47, pp.1356–1367. Available at: http://www.emeraldinsight.com/journals.htm?issn=0309-0566&amp.volume=47&amp.issue=8&amp.articleid=17093267&amp.show=html.
He, H., Li, Y. &amp. Harris, L., 2012. Social identity perspective on brand loyalty. Journal of Business Research, 65, pp.648–657.
Kim, J. &amp. Kai, S., 2000. Problems of field collector’s marketing activity for fruits and vegetables, also counter-plan in Korea. Science Bulletin of the Faculty of Agriculture, Kyushu University, 55, pp.83–92. Available at: ://CABI:20013155924.
Severi, E. &amp. Ling, K.C., 2013. The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9, pp.125–137.
Sprott, D., Czellar, S. &amp. Spangenberg, E., 2009. The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46, pp.92–104.
Till, B.D., Baack, D. &amp. Waterman, B., 2011. Strategic brand association maps: developing brand insight. Journal of Product &amp. Brand Management, 20, pp.92–100.
Tollens, E. et al., 2000. New ways for a marketing policy for vegetables and fruits?\nCommercialisatiebeleid voor groenten en fruit op nieuwe wegen? CLEO-Schriften, p.85 pp. Available at: ://CABI:20001812730.

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