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Module 7 - Branding Strategies

This document discusses branding strategies and defines key branding concepts. It outlines the goals of branding as creating a strong, memorable impression to influence purchasing decisions and foster loyalty. Some key branding strategies mentioned include emotional branding, personal branding, cause branding, niche branding, brand positioning, and consistency in branding. The document also lists reasons for brands such as identification, protection, and positioning. It provides tips for choosing a good brand name and identifying important product features.

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MICHELLE MILANA
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© © All Rights Reserved
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42 views

Module 7 - Branding Strategies

This document discusses branding strategies and defines key branding concepts. It outlines the goals of branding as creating a strong, memorable impression to influence purchasing decisions and foster loyalty. Some key branding strategies mentioned include emotional branding, personal branding, cause branding, niche branding, brand positioning, and consistency in branding. The document also lists reasons for brands such as identification, protection, and positioning. It provides tips for choosing a good brand name and identifying important product features.

Uploaded by

MICHELLE MILANA
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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MODULE 7 WEEK 7: BRANDING STRATEGIES

Learning Outcomes:

• Define brand name and product branding


• Determine the appropriate strategies in branding
• Recognize the reasons for the existence of brands
• Identify the criteria for choosing a brand name
• Identify product satisfying features.

BRAND - is a distinct and recognizable identity associated with a product, service, company, organization,
or individual.

• It represents the overall perception and reputation of the entity in the minds of its target audience
or customers.
• It encompasses a range of elements and attributes that set it apart from others and influence how
people perceive and interact with it.

Here are some key aspects of a brand:

• Name: The brand name is the primary identifier and can be a word, phrase, symbol, or combination
of these. It plays a central role in establishing recognition and recall.
• Logo: A logo is a visual symbol or mark that is often used as a graphic representation of the brand.
It should be unique and memorable.
• Tagline/Slogan: A brief and catchy phrase that encapsulates the brand's essence or value
proposition. It's often used in marketing and advertising to reinforce the brand's message.
• Visual Identity: This includes the brand's color palette, typography, design elements, and imagery.
Consistency in these visual elements helps create a cohesive brand identity.
• Brand Values: The core principles and beliefs that the brand stands for. These values often guide
decision-making and customer interactions.
• Brand Personality: Brands are often personified with human-like traits and characteristics. For
example, a brand can be seen as friendly, innovative, trustworthy, or authoritative.
• Brand Promise: The commitment a brand makes to its customers, which includes the benefits or
experiences it guarantees to deliver consistently.
• Brand Positioning: How the brand is positioned in relation to competitors in the market. This
includes identifying the brand's unique selling points and target audience.
• Brand Experience: The overall impression customers have when they interact with the brand,
whether through products, services, customer service, or marketing.
• Brand Reputation: The collective perception of the brand in the eyes of customers, stakeholders,
and the public. It can be influenced by past experiences, reviews, and word-of-mouth.
• Brand Loyalty: The degree of customer attachment and commitment to a brand. Loyal customers
are more likely to make repeat purchases and recommend the brand to others.
• Brand Extension: When a brand leverages its reputation and equity to introduce new products or
services under the same brand name.
• Brand Equity: The value associated with a brand, which can affect customer preferences and
willingness to pay a premium for the brand.
BRANDING - refers to the strategies, tactics, and processes involved in giving a product a unique identity
and presence in the market using a combination of elements such as a name, logo, design, packaging,
colors, and even associated sounds.

The goal of product branding is to create a strong, memorable impression on consumers, influencing their
purchasing decisions and fostering loyalty.

In very simple words, a product is what you sell, a brand is the perceived image of the product you sell,
and branding is the strategy to create that image.

Trademark – is a brand that have been adopted by the seller and given legal protection. It is protected by
operation of law under the DTI.

ADVANTAGES OF BRANDING:

• Provides a competitive advantage.


• Sets expectations and promises to the customer.
• Builds trust and loyalty among consumers.
• Makes it easy to identify the product or service
• It adds prestige to the product of the seller.
• Provides legal protection for the seller.

WAYS IN SELECTING A GOOD BRAND NAME:


1. It should suggest about the product or service.
2. It must be easy to pronounce and remember
3. It must be simple and short
4. It must be distinct and different from others

CORE BRANDING STRATEGIES:

1. Emotional Branding. Connecting with consumers on an emotional level to make them feel
something when they think about your brand.
2. Personal Branding. Individuals promoting themselves and their careers as brands.
3. Cause Branding: Associating a brand with a cause or a mission.
4. Niche Branding: Targeting a very specific, narrow segment of the consumer population.
5. Brand Positioning. Identifying the unique position your brand holds in the market relative
to competitors.
6. Consistency in Branding. Maintaining a consistent brand image across all touchpoints,
from your website to your social media to your packaging.
Benefits:
• Builds trust among consumers.
• Makes the brand more recognizable.
• Increases brand equity.
7. Rebranding and Brand Evolution. Updating or changing the brand image to stay relevant
or correct previous branding mistakes.
REASONS FOR THE EXISTENCE OF BRANDS:

1. Identification. Brands enable consumers to easily distinguished 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 of others.
3. Positioning. It enables the owner to communicate the benefits of his product vis-à-vis competition.

The brand becomes the consumer’s simplifier of choice. Compatibility must always be considered in
choosing brand names.

CRITERIA FOR CHOOSING A BRAND NAME:

1. Distinctive – Is the brand closely associated with another product?


2. Word Association – Doest it has a pleasant meaning?
3. Legal Requirements – Can it be registered?
4. Memorability – Can your name be remembered easily?
5. Pronounceability – Can it be pronounced easily?

PRODUCT SATISFYING FEATURES:


1. Design. Good design can improve the marketability of the product through its design and
appearance.
2. Product Colors. Knowing the right color that will appear to customers.
3. Product Quality. This is set of features and attributes of a product or service that determine its
ability to satisfy human needs. Continuous improvements make the product stay in the market.
4. Product Warrantees. It is the state where the buyer is assured that the product meets the
specifications stated in the product labels.

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