Brand: Artcadabra from Concept to Launch - Thesis Proposal Example

ds to be used (but not in commercial terms) in order to give shape to a positive presence in the psychological set up of consumers who in this context, comprise of children1. The main purpose of the paper is to locate a feasible and tangible procedure to launch the Artcadabra brand. In trying to devise a branding strategy the paper would mainly focus on children’s brand and thus endeavors to devise marketing activities based on child psychology. The purpose lies in integrating elements from three components, brand strategy, identity and applications, in order to compose objects of art from everyday learning processes.

The marketing strategy will be based not only upon brand processes but also on the content of the same. The target audience is children who would be taught the different aspects of creative art forms derived from their regular lessons and incorporate elements of democracy in their artworks. The company can use the name or logo to market the products and services. To this end, Walker and Boyd (2006) states that the term corporate branding refers to the process of using the name or logo to market the products2.

Marketing of products can be done by creating a distinct image of the product. In this regard, Gorchels (2006) observes that a product manager managing the marketing of diversified products markets such through creating a distinct brand image of the product in the market through cultivating a fresh identity for the same3. The marketing of the product can also be done through signifying the product with the name of the company. Kotler and Pfoertsch (2010) observe that certain products of the company can be marketed by relating their identity to the holistic company brand.

Such marketing strategy is known as Hybrid Branding4. Products of a company can also be marketed by incorporating them under the company or master brand name. To this end, Phillips, Doole and Lowe (1994) observe that firms such as Heinz, Kellogg’s and Cadbury markets