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Developing Brand

The document outlines 5 steps to developing a new brand: 1) develop a brand strategy considering product, market, trademark, and objectives; 2) develop a creative theme including personality, imagery, colors, fonts; 3) create a name that is short, memorable, and translates well internationally; 4) test the name with target markets; and 5) screen the name for trademark availability, both domestically and internationally, and consider options if the name is already taken abroad.

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Princess Camille dela Pena
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58 views36 pages

Developing Brand

The document outlines 5 steps to developing a new brand: 1) develop a brand strategy considering product, market, trademark, and objectives; 2) develop a creative theme including personality, imagery, colors, fonts; 3) create a name that is short, memorable, and translates well internationally; 4) test the name with target markets; and 5) screen the name for trademark availability, both domestically and internationally, and consider options if the name is already taken abroad.

Uploaded by

Princess Camille dela Pena
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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DEVELOPING THE

BRAND
Learning Objectives

• To know the steps involved in developing


a brand

• To be able to construct viable brand


concepts
Steps in Developing a New Brand
STEP 1: DEVELOP THE BRAND STRATEGY.

Product Information

Key Question: What are the


products or services that the
brand shall be representing?
Steps in Developing a New Brand
STEP 1: DEVELOP THE BRAND STRATEGY.
Market Information

Key Questions:
• Who are the target markets that the
brand will be catering to?
• What are their age ranges, lifecycle
stages, socio-economic classes, behaviors,
likes and dislikes, occupations and
recreational activities, personalities, and
aspirations?
Steps in Developing a New Brand
STEP 1: DEVELOP THE BRAND STRATEGY.

Trademark Criteria

Key Questions:
• Should the name be short or should it be expository?
• Should it have a distinctively Filipino flair or should
it be more global in nature?
Steps in Developing a New Brand
STEP 1: DEVELOP THE BRAND STRATEGY.

Brand name Objective

Key Questions:
What should the brand name accomplish in the minds of
consumers?
Should it excite the market?
Focus on memorability?
Elicit a sense of quirkiness or fun?
Should it connote luxury, formality, and pampering?
Steps in Developing a New Brand
STEP 1: DEVELOP THE BRAND STRATEGY.

 Product Information
 Market Information
 Trademark Criteria
 Brand name Objective
Steps in Developing a New Brand
STEP 2: DEVELOP THE CREATIVE THEME

Brand Personality

Key Questions:
If the brand was a person,
what would be its
personality?
Steps in Developing a New Brand
STEP 2: DEVELOP THE CREATIVE THEME

Inferences and Connotations

Key Questions:
What imagery, words,
and meanings should the
brand connote or refer to?
Steps in Developing a New Brand
STEP 2: DEVELOP THE CREATIVE THEME

Color Palette and Style Sheet

Key Idea:
You will need the services of a trained graphic
designer, an expert in selecting the proper color
palettes that can best represent the brand’s
personality, inferences, objectives, market, and
product lineup.
Steps in Developing a New Brand
STEP 2: DEVELOP THE CREATIVE THEME

Font

Key Idea:
Fonts are the letters to be used for your brand name.
You can use existing publicly available fonts, or you
could buy commercial fonts.
Those with even bigger budgets can actually
commission the creation of custom fonts.
Steps in Developing a New Brand
STEP 2: DEVELOP THE CREATIVE THEME

Visual Cues

Key Idea: Symbols, icons, shapes, and other


images that you want to associate with the
brand, which helps in generating brand recall
across different media and materials
Steps in Developing a New Brand
STEP 2: DEVELOP THE CREATIVE THEME

Acceptable Uses and Materials

Key Idea: Each medium and material has its


own particular characteristic and can have an
effect on the overall response to branding
efforts.
Steps in Developing a New Brand
STEP 2: DEVELOP THE CREATIVE THEME

Retail Placement

Key Question: If you are producing a consumer


good, where do you plan to have it sold?
Steps in Developing a New Brand
STEP 2: DEVELOP THE CREATIVE THEME

 Brand Personality
 Inferences and Connotations
 Color Palette and Style Sheet
 Font
 Visual Cues
 Acceptable Uses and Materials
Steps in Developing a New Brand
STEP 3: CREATE THE NAME

Keep it short

Key Idea: Notice how the most memorable


brand names are only up to three syllables long.
Steps in Developing a New Brand
STEP 3: CREATE THE NAME

Keep it short

Key Idea: Notice how the most memorable


brand names are only up to three syllables long.
Steps in Developing a New Brand
STEP 3: CREATE THE NAME

Make it easy to pronounce and


remember

Key Idea: It will not pay to have a brand name that is


hard to spell, remember, or pronounce as this will
only dilute its potential for transmission particularly
when promoted through media such as the radio.
Steps in Developing a New Brand
STEP 3: CREATE THE NAME

It should translate well in the


target market

Key Idea: Especially if you plan on selling your


product to the international market, your brand
name should not connote anything negative in those
territories.
Steps in Developing a New Brand
STEP 3: CREATE THE NAME

It should translate well in the


target market

Key Idea: Especially if you plan on selling your


product to the international market, your brand
name should not connote anything negative in those
territories.
Steps in Developing a New Brand
BRAND NAMES CAN BE:

EPONYMS

or names of people
such as the founders or
even historical people.
Steps in Developing a New Brand
BRAND NAMES CAN BE:

DESCRIPTIVE
connoting something
about the product
itself or its benefits.
Steps in Developing a New Brand
BRAND NAMES CAN BE:

ABBREVIATION OR
PORTMANTEAUS
the latter referring to the combination of words
to make a new word; the former are no longer
advisable as these are difficult to recall and have
no inherent personality on their own.
Steps in Developing a New Brand
BRAND NAMES CAN BE:

ABBREVIATION OR
PORTMANTEAUS
the latter referring to the combination of words
to make a new word; the former are no longer
advisable as these are difficult to recall and have
no inherent personality on their own.
Steps in Developing a New Brand
BRAND NAMES CAN BE:

SYMBOLIC OR
IMAGE-DRIVEN
Steps in Developing a New Brand
BRAND NAMES CAN BE:

SYNTHETIC

which means that the brand


name is not a dictionary
word but is instead an
invented one.
Steps in Developing a New Brand
STEP 4: TEST THE NAME

Find a few people who are


representatives of your target market
and test your brand imagery with them.
Steps in Developing a New Brand
STEP 4: TEST THE NAME

If you are selling a tangible product, have


them look and touch your properly
packaged product.
Steps in Developing a New Brand
STEP 5: SCREEN FOR TRADE MARK AVAILABILITY

Finally, if your proposed brand passes the test


marketing, you will need to make sure that it is actually
available at the Intellectual Property Office.

If it is, then congratulations! If not, then you will have to


try a different name (and test it as well).
Steps in Developing a New Brand
STEP 5: SCREEN FOR TRADE MARK AVAILABILITY

Finally, if your proposed brand passes the test


marketing, you will need to make sure that it is actually
available at the Intellectual Property Office.

If it is, then congratulations! If not, then you will have to


try a different name (and test it as well).
Steps in Developing a New Brand
STEP 5: SCREEN FOR TRADE MARK AVAILABILITY

Finally, if your proposed brand passes the test


marketing, you will need to make sure that it is actually
available at the Intellectual Property Office.

If it is, then congratulations! If not, then you will have to


try a different name (and test it as well).
Steps in Developing a New Brand
STEP 5: SCREEN FOR TRADE MARK AVAILABILITY

Finally, if your proposed brand passes the test


marketing, you will need to make sure that it is actually
available at the Intellectual Property Office.

If it is, then congratulations! If not, then you will have to


try a different name (and test it as well).
Steps in Developing a New Brand
STEP 5: SCREEN FOR TRADE MARK AVAILABILITY

If you are going global, you will also have to find


a way to ensure that your trademark is also still
available in the countries that you are targeting.
Steps in Developing a New Brand
STEP 5: SCREEN FOR TRADE MARK AVAILABILITY

If you are going global, you will also have to find


a way to ensure that your trademark is also still
available in the countries that you are targeting.
Steps in Developing a New Brand
WHAT IF YOU WANT TO KEEP YOUR SELECTED
BRAND NAME BUT IT IS ALREADY TAKEN IN A
FOREIGN MARKET?

Option # 1: If your business has sufficient resources,


you can try to buy out the foreign brand owner.

Option # 2: Simply register a different brand name in


those markets.

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