BRANDING

DORIE MINA
BRAND
 Refers to the name, design, color, symbol, quality,
features, or a combination of these elements that make
the product separate and distinct from similar products of
the competitors.
 Branding has been considered as another marketing
strategy of product positioning. Consumers sometimes
become more familiar with the brand name than with the
product itself.
BRANDING STRATEGY
- Starts with the formulation of a brand name for the first
single product that the business intends to make. The
situation becomes more complicated when the business
starts to offer an additional product. Though most
entrepreneurial endeavors engaged in manufacturing start
with a single product, they eventually add a new product
line in response to new entrepreneurial opportunities. When
this happen, will all the products carry one brand name or
will each product carry a distinct and separate brand?
A. UMBRELLA BRAND APPROACH
- All products of the business carry the same brand
name but with different types and models.
- The umbrella brand strategy helps the business
introduce new product lines more easily and receive a
similar favorable response from the consumers who
appreciated the company’s other products.

Example: Car Company like Honda, Toyota, Mitsubishi etc.

B. HOUSE BRAND APPROACH
Every product of the same business has a separate
brand name that distinguishes it from the rest of the
company’s products.
 In this approach, the problems and negative
perception about one product will not affect the
other products. The consumers may not even be
aware that the different products are produced by the
same business.
 BRANDING EXTENSION
STRATEGY
The level or degree of the consumers’ perceptions or reactions
to a brand is technically known as brand equity. When the level
is high or when the perception of the consumers is favorable to
the brand, the brand equity is considered positive. This indicates
that the product has a strong brand name in the market. The
reverse scenario happens when the brand equity is considered
negative. Entrepreneurial ventures with high positive brand
equity are capitalizing on such concept. This branding strategy
is usually called branding extension strategy.
A. LINE EXTENSION APPROACH

The existing product has been altered or modified

resulting in a new product or more products without
eliminating the original product. The new additional
product must be within the same category.
 The modification or change may be in the form of flavor,
ingredients, mechanical parts, size, or usage. Usually, it is
due to the existence of a new promising target market that
the existing product line is modified.
B. PRODUCT EXTENSION APPROACH

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.
ASSIGNMENT:

1. Cut out from old magazines at least 2

examples of each Branding Approaches.
2.Paste your collected pictures in short bond
paper.
3. Design your work creatively.
4.To be submitted on Dec. 10, 2019.