Branding is the process of creating a name, symbol, or design that As the business builds its credibility, it also builds

o builds recognition.
identifies and differentiates a product from other products.
Brand names are used as a marketing tool towards establishing Types of Brand Name
consumer awareness and fostering brand loyalty.
Descriptive
Features of Branding Descriptive brand names readily convey the products or services offered
Awareness by the business.
Brand awareness refers to the number of people who know the brand.
Brand awareness can be increased through advertisements on Evocative
television, radio, newspaper, or social media. Evocative brand names are usually very creative singular words that act
Targetable as a powerful differentiator in the industry.
The branding of products should be planned in relation to the target Invented
market. Invented brand names are not only descriptive but also articulate and
The business should not target the entire population. offer creative names with attitude for a brand.
Loyalty Lexical
Brand loyalty is an achievement for a business. Consumers prefer using Lexical brand names have a combination of compound words, spelling,
certain brands of some products. alliteration, and foreign words.
Consistency This type of brand name appeals mostly to contemporary target
A brand must be consistent. Businesses make numerous promises on audiences.
advertisements, and consumers expect them to deliver on their Acronym
promises. This type of brand is an acronym of the entire name of the business,
which might be difficult to pronounce.
Advantages of Branding Geographical
The brand name includes the geography or territory in which the
Customer recognition business operates.
Having a strong brand builds customer recognition. Founder
Consumers are likely to buy a product they recognize over those Brand names are also associated with the names of their founders.
products that are unfamiliar to them. Some businesses use the names of celebrities to promote their brands
as a signature edition.
Competitive edge in the market
The brand differentiates every business in the marketplace. Example: Brand names
When customers recognize the business, it gains a competitive edge
over other businesses.

Easy introduction of new products

When a business has a strong brand and loyal customers, it is easier and
less expensive for it to introduce new products in the market because
the customers are often interested in the product of the business.
Enhanced credibility and ease of purchase
Having a well-known brand enhances the credibility of the business,
industry, and marketplace as a whole.
 Brand character
It is a special type of brand element that uses human or real-life
characteristics.

Brand slogan
A slogan is a short phrase that is used to communicate descriptive or
persuasive information about the brand.
Brand Elements Example: Brand slogan
Brand elements are trademark devices that identify and differentiate
the brand from its competitors.

Brand name
A brand name is a trading name given by the manufacturer or
organization to a particular product or service.
Brand logo
It is a visual trademark that identifies the brand with its design.

Branding Strategies
A brand strategy is a plan composed of long-term goals that are
achieved through the development of a successful brand.

Brand symbol
Symbols are powerful elements of the brand that extend beyond the
logo.

Umbrella branding
Umbrella branding is a strategy that involves naming related products Muji is a Japanese business that offers goods for daily necessities,
under the same brand name of the business. furniture, home appliances, health and beauty products, etc. The name
of the business means “no label.” Muji products are not branded.
Individual branding
Individual branding is a strategy in which a product is given a brand Brand extension - Adidas
name that is newly created and is not connected to the names of The shoe company is now making jackets, athletic wear, and fragrances.
existing brands offered by the business.
Private labels - SM Bonus brand
Attitude branding It offers various grocery products produced by different businesses but
Attitude branding is a strategy where a business chooses to represent a uses the label SM Bonus under a business agreement.
feeling that does not have a direct connection to the product.
Crowdsourcing - Oreo
No-brand branding Oreo has made a name for itself through crowdsourcing for its “Daily
No-brand branding is a strategy that features a product that is simple Twist” campaign. The brand launched a 100-day series of cookie
and generic in design. This also means spending little on the designs, asking the public to select the winning design.
advertisement.
Criteria for Choosing a Brand Name
Brand extension
Brand extension occurs when one of the brands ventures into a new
market. The brand name brings its own identity to the product mix.

Private labels
Private labels, also known as store brands, have become popular in
supermarkets. These are cost-effective brands made to compete with
larger retailers.
Steps for a Successful Brand Building Process
Crowdsourcing  Determine the target audience.
Crowdsourcing is a strategy in which branding is outsourced to the  Define the brand mission.
public and allows customers to be involved in the naming process, which  Research competition.
effectively drives up personal interest in the product.  Determine brand guidelines.
 Market the brand.
Example: Branding Strategies
Brand Protection
Attitude branding - Nike Brand protection is the manner of protecting the intellectual property of
Nike is one example of attitude branding because of its slogan “JUST DO the businesses and their associated brands against abuse.
IT.” The slogan is not actually related to its product. Instead, the Brand Abuse
branding strategy promotes a lifestyle and emotional connection to its Brand abuse is a term used to cover the malicious activity of exploiting
customers. an existing brand to gain specific benefits or to damage brand
reputation.
No-brand branding - Muji
Forms of Brand Abuse
 It is important to stay vigilant and monitor competitors for potential
Counterfeiting thievery.
A counterfeit product imitates the product from an authentic brand,
made unofficially by external sources. Trademark
A trademark is a recognizable word, symbol, or phrase that legally
Rogue websites differentiates the product from all other products of its kind.
Rogue websites are websites created with malicious intent. It is either
against a legitimate business or infringes on its intellectual property. Importance of Trademark

Copyright piracy There is legal protection for the business.

Copyright piracy is the illegal activity of copying artistic, literary, and When an entrepreneur registers his business with a trademark, he is
scientific works. protecting it against others who might try to copy and imitate his
product.
Patent theft
A patent is a legal protection given to inventive products. Patent theft There is effective communication with the target market.
happens when another party uses or sells a patented product without When the business has a trademark, it is easier for the target market to
the permission of the patent holder. remember its products, hence it enables the business to communicate
effectively.
Social media impersonation
Social media impersonation happens when an unofficial third party The customers will feel more protected and valued.
creates social media accounts imitating genuine brands, using fake Trademarks are not just a way to protect the business as a whole. It is
profiles to sell counterfeits, and sometimes distributing harmful, also a means of protecting the customers and a way to show they are
malicious software. valued.

Protecting the Brand The business or product name will be better remembered.
Having a trademark is also a means of effective advertising. It becomes
Trademark the brand. easier for the business to sell new products and to stand out as well.
One of the best ways to protect the brand is to register a trademark for
the brand logo, designs, slogan, and any words associated with the Philippine Trademark Registration
brand. Filing of an application
Link the brand to attributes. Search and examination
Generic intellectual property designs, logo, and slogan are easily Publication in Intellectual Property Office of the Philippines (IPO) Gazette
Registration certificate issuance
replicated and more likely to be targeted for theft.

Include an intellectual property clause in terms and conditions.

A terms and conditions agreement is a legal statement where an
entrepreneur outlines the guidelines that users must agree with and
adhere to.

Stay vigilant.