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8 Developing A Brand Name

This document discusses developing a strong brand name, tagline, and logo. It defines these branding elements and provides tips for choosing an effective brand name, such as being easy to recall, pleasant, pronounce, and spell. Common branding strategies like umbrella branding and line extensions are explained. The advantages of branding like identification, protection, and positioning are covered. Factors to consider for a distinctive and memorable brand name that can be legally registered are outlined.

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kris kross
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155 views30 pages

8 Developing A Brand Name

This document discusses developing a strong brand name, tagline, and logo. It defines these branding elements and provides tips for choosing an effective brand name, such as being easy to recall, pleasant, pronounce, and spell. Common branding strategies like umbrella branding and line extensions are explained. The advantages of branding like identification, protection, and positioning are covered. Factors to consider for a distinctive and memorable brand name that can be legally registered are outlined.

Uploaded by

kris kross
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Lesson 8

Developing a Brand Name


• Define Brand, Tagline and Logo.
• Design a brand name that will
fully develop into a desirable
product.
• Identify the commonly used
branding strategy.
• refers to the name, design,
color, symbol, quality, features,
or a combination of these
elements that is intended to
identify the seller’s product and
differentiate it from the product
of the competitors.
•Is a brand that have
been adopted by the
seller and given
legal protection.*
•Is the brand
mark or symbol
that serves as
the face of the
brand.
•Is the memorable
phrase that
provides
consumers with a
quick indication of
the product,
brand, and market
position.
Tips in Choosing the Business Name
1. Easy to recall or remember – The Business name must be
understandable so it is easily stored in memory.
2. Pleasant meaning creates pleasant feelings – It produces positive
or favorable feeling upon saying or mentioning to the public.
3. Easy to pronounce – The business name must cited as freely as it
can be.
4. Easy to spell – The business name must be simple. Words that are
used in everyday communication will be an advantage.
5. Related to the product – The business name must describe the
product. It represents the features of the product.
Though there are no standard procedures in the
formulation of the best brand name, the following
approaches may be a great help:

1. Review carefully the attributes, benefits and values


of the product.
2. Evaluate the consumers in the target market.
3. Analyze the proposed marketing strategies
4. List the possible brand names by considering the
first steps.
5. Limit the brand name to one or two words.
6. Check the Internet if the chosen brand name already
exists.
Advantages of Branding:

1. Brand make it easy to identify the product or service.


2. It assures the buyer that they get the same quality of
products.
3. It reduces price comparison
4. It adds prestige to the product of the seller.
5. It provides legal protection for the seller.
6. It helps in product market segmentation.
•Starts with the
formulation of a
brand name for the
first single product
that the business
intends to make.
1.Umbrella Brand Approach
2.House Brand Approach
3.Line Extension Approach
4.Product Extension Approach
• All product of the
business carry the same
brand name. The
various product line are
not differentiated from
each other from the
perspective of the
brand name.
•Every product of the
same business has a
separate brand name
that distinguishes it
from the rest of the
company’s products.
• The existing product has
been modified or altered
resulting in a new product
or more products without
eliminating the original
product. The new
additional product must
be within the same
category.
• A new product carries
the brand name in a
new category. The new
or added product
appears to be totally
different from the old
or existing product line.
1. Umbrella Brand Approach
2. House Brand Approach
3. Line Extension Approach
4. Product Extension
Approach
1. Identification – Brands enables consumers to
easily distinguish one product from another.
2. Protection – It enables the owner of the brand
name to enjoy the goodwill associated with the
name so as not to be taken advantage by others.
3. Positioning – it enables the owner to
communicate the benefits of his product vis-à-vis
competition.
1. Distinctive – is the brand closely associated with another
product?
2. Word association – does it have a pleasant meaning?
3. Legal requirement – can it be registered?
4. Memorability – can your name be remembered easily?
5. Pronounceability – can it be pronounced easily?
6. Limitations – is the brand name too limiting to be used
for expansion?
“ Achievement seems to be
connected with action.
Successful men and women
keep moving. They make
mistakes but they don’t quit.”

- Conrad Hilton
Assignment : Required Output for
Lesson 8
(Group Output)

1. Develop your strong Brand name


for your product.
2. Create your own logo and best
tagline.
3. To be submitted on Oct. 12 – 15, 2022

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