BRANDING

FUNDAMENTALS OF ENTREPRENERSHIP
 AT THE END OF THIS SESSION…

DEFINE IDENTIFY DEVELOP

Branding… its characteristics of ideal An ideal brand name
purpose, and brand name and steps
in creating a great
brand name
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REVIEW:
PRODUCT or SERVICE?
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YOU RAN OUT OF

TOOTHPASTE… YOU
WENT TO THE NEAREST
“MANANG, ANDYAN BA SI
CONVENIENCE STORE TO
MARIAH? MAGPAPA-KYUTIKS
BUY ABRAND
‘TIPID PACK’. PO
WHAT WOULD TELL
AKO!” THE
CONSCIOUS
SELLER?

MOMENTS
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• A brand name or trade name, according to

Nordquist (2019), is a name given by an
entrepreneur to a particular product or service.
• WHY??
• brand names are most often intentionally
thought-out marketing tools to establish
customer mindfulness and encouraging
brand loyalty.
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• CHARACTERISTICS OF AN IDEAL BRAND NAME

1. Short and simple.

2. Easy to Spell, Pronounce, and Remember.

3. Pronounceable in only one way.
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4. Indicative of the benefits of the product or service.

5. Easy to adapt to packaging and labelling requirements or to any

form of advertising.
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• 6. Non-offensive or negative.

• 7. Unlikely to become dated.

• 8. Legally available
for use.
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Steps in Creating Brand Name

Schmukler (2019):
Step 1: Look at the Environment.

Step 2: Brainstorm Candidates.

Step 3: Narrow your Choices.

Step 4: Check Availability.

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• Different Branding Strategy Approach (Aduana, 2016)

• 1. Umbrella Brand Approach.
• 2. House Brand Approach
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UMBRELLA or HOUSE-BRAND?

HOUSE-BRAND
UMBRELL
UMBRELL
A A
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• TO SUM IT UP….
1. Branding involves developing a
 compelling,
 positive and
 lasting image of your business that
creates an emotional connection
with your customers.
2. The strength of your
company's brand could mean the
difference between struggling for
recognition and sales or thriving as a
dynamic, best-in-class business.
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• ASSIGNMENT/ MODULE ACTIVITY HIGHLIGHT:

Following the steps in creating an ideal brand name, try to come up with a
brand name for the products/services you’ve listed down last week.
Step 1: Look at the environment
a. Geography
b. Future of your brand
c. Company standards (create your own)
Step 2: List down brand names you want to apply
Step 3: Narrow your choices to at least three names
Step 4: Check the availability of the chosen brand name at www.dti.gov.ph (you
may ask your teacher for help)
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• FOLLOW-UP QUESTIONS –
DM
• POWERPOINT SLIDES – GC
• ADDITIONAL VERIFIED
LECTURE -
https://www.youtube.com/watc
h?v=yrMBwrT9tGI
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•THANK YOU SO MUCH   

•LOVE AND LIGHT ♥️🌞