Branding
Learning Competency:
• Develop a brand Name
Objectives:
At the end of the lesson, 80% of the
learners will be able to:
1. Define and identify the
elements of branding;
2. Identify the advantages and
disadvantages of branding;
3. Explain the importance of
branding in business.
What is a BRAND?
-is a mark of differentiation that can be
sensed usually in the form of names or
terms and signs or symbols.
- It maximize its value to the business and
consumers.
What is a BRAND?
According to Canon, Perrault, and
McCarthy (2008, pp. 86), branding
means “the use of a name, term,
symbol, or design-or a combination
of these- to as a marketing tool to
identify a product.”
What is a BRANDING?
• It’s s the marketing practice of
creating a name, symbol or design
that identifies and differentiates a
product from other products.
• “Branding is the art of aligning what
you want people to think about your
company with what people actually
think about your company.”
Branding vs
Marketing
• Marketing may contribute to a brand, but the
brand is bigger than any particular marketing
effort. The brand = remains after the marketing
has swept through the room. It’s what sticks in
your mind associated with a product, service, or
organization—whether or not, at that particular
moment, you bought or did not buy.
• The brand is ultimately what determines if you
will become a loyal customer or not.
• The marketing may convince you to buy a
particular Toyota, but it is the brand that will
determine if you will only buy Toyotas for the
rest of your life.
Forms of brand
• A corporate brand represents
the entire company or
organization
• A product brand represents a
specific product of a company or
organization
Forms of brand
• A private distributor brand, also
called a store brand
•
Significance of Branding:
Branding provides benefits to buyers and sellers.
To Buyer:
1. A brand helps buyers in identifying the product that they
like/dislike.
2. It identifies the marketer.
3. It helps reduce the time needed for purchase.
4. It helps buyers evaluate quality of products, especially if they
are unable to judge a product’s characteristics.
5. It helps reduce buyers’ perceived risk of purchase.
6. The buyer may derive a psychological reward from owning
the brand (e.g., Rolex watches or Mercedes).
Significance of Branding:
Branding provides benefits to buyers and sellers.
To Seller:
1. A brand differentiates product offering from competitors.
2. It helps segment market by creating tailored images.
3. It identifies the companies’ products making repeat
purchases easier for customers.
4. It reduces price comparisons.
5. It helps the firm introduce a new product that carries the
name of one or more of its existing products.
6. It promotes easier cooperation with intermediaries with well-
known brands
Significance of Branding:
Branding provides benefits to buyers and sellers.
To Seller:
7. It facilitates promotional efforts.
8. It helps in fostering brand loyalty, thus helping to stabilize
market share.
9. Firms may be able to charge a premium for the brand.
Importance of branding
• 1) Branding creates favorable images of the product.
• 2) Favorable branding facilitates sales promotion in
specific segments or in the whole market available
for the product.
• 3) It helps the advertiser to face market competition
and brand wars effectively.
• 4) Branding helps receiving of customer acceptance.
• 5) It helps in creating consumer loyalty and winning
their confidence.
• 6) It increases popularity and prestige.
Elements
of a
EXAM
PLE
1.
• a legal term.
Trademark
• It includes
only those
words,
symbols, or
marks that
are legally
2. Logo
* the visual
symbol or
image that
identifies the
product.
3. Taglines
* Optional catch-
phrases
4. Generic
Category
• a category in
which the
brand would
fall under
5. Visual Cues
• distinctive
visual
identifiers
5. shape
• the actual
shape or form
of the
products
packaging
6. sound
• advertising
jingles
8. Scents and
taste
• signature
fragrance and
special
recipes or
secret
ingredients.
Essentials of Good Branding:
1. A good brand should be easy
to pronounce.
2. It should be easy to
remember.
3. It should be able to attract
attention.
4. It should suggest the company
Essentials of Good Branding:
5. It should be easy to recognize.
6. The brand identity should be very
clear.
7. The brand name should be
registered.
8. A good brand should be easy to
translate into all languages in the
markets where the brand will be used.
9. A good brand should suggest the
Class activity:
Round 1: whisper to them a brand, any brand. Try to use well-
known brands to make it easy for the students to identify.
(remember, no words!)
Start from easy to harder ones.
Each student will have 30 seconds to try to give the message.
Award candy to whomever guesses the drawing.
Class activity:
Round 2: give the students just a product class or any product
(i.e.: shoes)
They’ll need to think of a brand in the product class.
When they explain to the rest, they need to do it in 2 steps:
A. make a drawing of the product class or product, so they can
associate the brand.
B. make a drawing of the brand. They may use more than one
brand to make the students guess even more.
Class activity:
INSTRUCTIONS:
• Create your brand. You can choose to make a corporate brand, product
brand or a store brand.
• In doing so, you must consider the essentials of a good branding.
• Describe the brand that you have made. Construct a statements
indicating all matters that describe your brand.
• You may consider the following questions in making your description:
• What is the brand all about, representations, its product,and ?
• What you want people to think about it?
• What does the product suggest about the company or product?
• What would be the impact of your brand towards your customers and the
possibility of the brand in the future..
