Business Administration and Economics

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SEMESTER ACADEMIC YEAR

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Declaration:

All sentences or passages quoted in this coursework from other people's work have been
specifically acknowledged by clear cross referencing to author, work and page(s). I understand that
failure to do so amounts to plagiarism and will be considered a reason for failure in this coursework
and the module examination as a whole.
Introduction
In this article, I'll explain my startup's brand and why, if implemented and grown properly, I feel
it may have a large presence in my hometown.

Review Of literature
In this essay, I'll build on the information I've gained while studying for my bachelor's
degree, as well as data, scholarly articles, analyses, and theoretical publications about the food
and beverage business in Kosovo and other similar areas.

Corporate Identity
Working on the corporate identity for my startup taught me the value of how you're
portrayed by most of the community, especially by customers, in the start of a business. I
understood that a business’s identity seems to be just its visual representation as the logo or
the color palette, but it is really who you are as a company. Your corporate identity is the way
you express your beliefs and the image you wish to project from your company or personally to
the public (Vostriakov and Volokhova, 2021).

Corporate Image
Your company's reputation is a form of business image that differs from corporate
identity. That is what wider populace and your stakeholders think about you as an organization.
It is incredibly tough to establish and maintain a positive image (Dobni and Zinkhan, 1990).
A company does not develop a company's image alone, rather the market in which
it operates does it. You could always accomplish by allowing it to be more advantageous to you
by developing a strong vision and goals, advertising it properly, so on and so forth (Gray and
Balmer, 1998).
Brand Architecture
All of your sub-brands exist underneath one main brand in a monolithic brand
architecture. Google is really a perfect example of a monolithic brand (Google maps, google
play, etc.). This style has the benefit of making it easy to establish brand recognition and
identify merchandise. Whereas the drawbacks are that if a type of product has a problem, the
entire brand might be harmed and the entire organization can lose.
The parent corporation recommends a product using an independent brand under an endorsed
brand architecture. Nestle is a wonderful illustration of this (KitKat, Nescafe, Cheerios). It has
the benefit of promoting both the product and the parent firm through marketing initiatives.
The negative is that if the parent firm has a crisis, it may easily be blamed on the sponsored
product.
The sub-brands in a pluralistic brand architecture are independent to the primary company. For
each product, you create a new branding (Jarzabkowski and Fenton, 2006). Coca-Cola is an
awesome instance of this as they own all these other companies as Fanta, Sprite and Powerade.
The advantage of this brand architecture is that a single brand problem would have no effects
on all other brands. The disadvantage is that it requires a significant amount of time and
effort because each company requires its own marketing plan and budget (Smith, 2020).

Dinner is Done
The meal delivery platform "Dinner is Done" is based in Prishtina, Kosovo. This company
comes in handy when you're unable to cook by bringing the food on your doorstep. We can get
everything from anywhere in the city at a reasonable timeframe. The wide fleet of couriers that
we have allows us to deliver the purchases to you in the fastest time possible, is a fundamental
aspect of our business strategy. You may order a ready-to-eat meal out of a variety of the city's
best places to eat using our free simple phone app. While also including useful features such as
the navigation to see the status of your order as well as where our courier’s location.
Name, Logo and Brand Architecture
My company would be classified as a food company since that is what we deliver. The
name's concept is self-explanatory; Dinner is Done means that our customers won’t have to
think about dinner as we take this bargain off for them. It also shows our customers that we
respect and cherish their time. The light blue foundation color was chosen because blue is
connected with trustworthiness and consistency according to color perception (Everything
about the color Light Blue, 2021). The letter "O" on the word "Done" stands for a hot meal.
Because this would be the company's only logo, I went with a more minimal design. The
name quickly identifies us. The logo should look nice on the company's automobiles and staff
uniforms, which is precisely what I sought to achieve with the clean and elegant design. I also
built it so it would look good as an App icon, as that's where the public would most likely
engage with us. The monolithic brand architecture was the best fit for my startup's business
plan. All of our services might be represented by a single logo. If we decide to expand after
some quick growth, a distinct identity would just not profit off our well-established identity.

Expansion Strategy
My company would expand by entering a new market while maintaining our prior
image. We can keep faithful to our core business while also appealing to new clients by
launching a new service like grocery and other items delivery. Expanding the firm into a new
field that is still related to our main resources would imply minimal risks and huge profits by still
providing something fresh to our customers (Strategy for Startups, 2021).

References

1.Canva. 2021. Everything about the color Light Blue. [online] Available at:
<https://www.canva.com/colors/color-meanings/light-blue/> [Accessed 19 November 2021].

2.Dobni, D. and Zinkhan, G., 1990. IN SEARCH OF BRAND IMAGE: A FOUNDATION ANALYSIS. Advances in
Consumer Research, [online] 17, pp.110-119. Available at:
<https://www.acrwebsite.org/volumes/7005/volumes/> [Accessed 19 November 2021].

3.Gray, E. and Balmer, J., 1998. Managing Corporate Image and Corporate Reputation. Long Range
Planning, [online] 31(5), pp.695-702. Available at:
<http://263715354_Managing_Corporate_Image_and_Corporate_Reputation_CORPORATE_IMAGE_AN
D_CORPORATE_REPUTATION_FRAMEWORK_CORPORATE_IMAGE_AND_CORPORATE_REPUTATION_DEF
INITION_CORPORATE_IMAGE_AND_CORPORATE_REPUTATION_DISTIN> [Accessed 19 November 2021].

4.Jarzabkowski, P. and Fenton, E., 2006. Strategizing and Organizing in Pluralistic Contexts. Long Range
Planning, [online] 39(6), pp.631-648. Available at:
<https://publications.aston.ac.uk/id/eprint/3351/1/Jarzabkowski%26_Fenton
%2C_2006%2C_Long_Range_Planning.pdf>.

5.Smith, D., 2020. Why Brand Architecture Matters, and What You Can Do About It. [online] Element
Three. Available at: <https://elementthree.com/blog/why-brand-architecture-matters-and-what-you-
can-do-about-it/> [Accessed 19 November 2021].

6.Thehartford.com. 2021. Strategy for Startups. [online] Available at:

<https://www.thehartford.com/business-insurance/strategy/startup/expansion> [Accessed 19
November 2021].

Vostriakov, O. and Volokhova, G., 2021. CONCEPTUALIZATION OF THE CORPORATE IDENTITY, IMAGE,
AND REPUTATIONAL STUDIES. European Journal of Economics and Management, [online] 7(1), pp.113-
121. Available at: <https://eujem.cz/wp-
content/uploads/2021/eujem_2021_7_1/eujem_2021_7_1.pdf#page=113> [Accessed 19 November
2021].