PRODUCT

BRANDING
BRANDING

• Branding is a mark of distinction that can be sensed and

recognize. It usually a name or terms, signs, symbols and design
elements.
• Brand Name
• The part of a brand that can be spoken
• Words, letters, numbers
• Coco, Forever 21, UNO and etc
• Brand Mark
• The part of a brand not made up of words
• Symbols or designs
• Nike swoosh, Mercedes star, McDonald’s arches
FUNCTIONS OF BRAND

• It identifies the product or services

• It serve as a proper distinction from other products

• It communicate message
• From the brand itself there is a subconscious message that embedded to
their brand
• For example: When I say ROG phone it communicate that they have the
best technology in mobile gaming,
FUNCTIONS OF BRAND

• Functions as a legal property

• Upon complying with the laws and registered your brand, No One
can copy your brand.

• The perceived purchasing risk is minimized

• It helps cultivate a trust-based relationship.
5 STAGES OF BRAND EQUITY

• Brand awareness: Consumers are aware of the brand.

• Brand recognition: Consumers recognize the brand and know what it offers versus competitors.
• Brand trial: Consumers have tried the brand.
• Brand preference: Consumers like the brand and become repeat purchasers. They begin to
develop emotional connections to the brand.
• Brand loyalty: Consumers demand the brand and will travel distances to find it. As loyalty
increases so do emotional connections until there is no adequate substitute for the brand in the
consumer’s mind.
BRAND POSITIONING

• Implementing a brand position for your business all begins with a statement. A brand
positioning statement is a description of your target market that also includes a holistic
picture of how you’d like your brand to be perceived by customers (based on research
and data).
TAGLINE

• A tagline is a phrase that accompanies your brand name to quickly translate

your business's positioning and brand identity into a single line (a tagline)
that means something to remember by the consumers
• BDO: We Find Ways
• Nike: Just Do It
HOW TO CRAFT AN EFFECTIVE BRAND
POSITIONING STATEMENT
• There are four required essentials to establishing rock-solid brand positioning:
1.Your audience: Who is your demographic? What are their pain points?
2.Your market: What is your market category? And, how does your brand better relate to your
audience, in comparison to your competition?
3.Your brand promise: Think back to your audience’s pain points and then ask yourself, how does
your brand solve those problems? In the eyes of your audience, what are the greatest benefits your
brand offers?
4.Your evidence: What irrefutable evidence can you offer to demonstrate that your brand delivers on
its promise?
• Brand Positioning Formula: For [your audience], [your brand] is the [your market] that
best delivers on [your brand promise] because [your brand], and only [your brand], is
[your evidence].

• Example: For the young and young-at-heart, Walt Disney World is the theme park that

best delivers on an immersive and magical experience because Walt Disney World, and
only Walt Disney World, connects you to the characters and worlds you most
desire. (Tagline: “Where Dreams Come True”.)
PRODUCT LIFE CYCLE

• A product life cycle is the amount of time a product goes

from being introduced into the market until it's taken off the
shelves.

• Tackles the lifespan of a product

PRODUCT LIFE CYCLE

• Introduction Stage 
• Growth Stage 
• Maturity Stage
• Decline Stage
INTRODUCTION STAGE 

• This stage of the cycle could be the most

expensive for a company launching a new
product. The size of the market for the product
is small, which means sales are low, although
they will be increasing. On the other hand, the
cost of things like research and development,
consumer testing, and the marketing needed
to launch the product can be very high,
especially if it’s a competitive sector.
GROWTH STAGE

The growth stage is typically characterized

by a strong growth in sales and profits, and
because the company can start to benefit
from economies of scale in production, the
profit margins, as well as the overall
amount of profit, will increase. This makes
it possible for businesses to invest more
money in the promotional activity to
maximize the potential of this growth stage.
MATURITY STAGE

• During the maturity stage, the product is

established and the aim for the manufacturer is
now to maintain the market share they have built
up. This is probably the most competitive time
for most products and businesses need to invest
wisely in any marketing they undertake. They
also need to consider any product modifications
or improvements to the production process
which might give them a competitive advantage
DECLINE STAGE

• Eventually, the market for a product will start to shrink,

and this is what’s known as the decline stage. This
shrinkage could be due to the market becoming saturated
(i.e. all the customers who will buy the product have
already purchased it), or because the consumers are
switching to a different type of product. While this
decline may be inevitable, it may still be possible for
companies to make some profit by switching to less-
expensive production methods and cheaper markets.