CHAPTER 5

BRANDING STRATEGIES
BRAND NAME

Brand name is one of the brand

elements which helps the customers to
identify and differentiate one product
from another. It should be chosen very
carefully as it captures the key theme of
a product in an efficient and
economical manner. It can easily be
noticed and its meaning can be stored
and triggered in the memory instantly.
 PRODUCT BRANDING
Product branding is an important strategy that helps consumers
identify and differentiate one product from another..
ADVANTAGES OF BRANDING
1. BRANDS MAKE IT EASY TO IDENTIFY THE PRODUCT OR SERVICE.

2. IT ASSURES THE BUYER THAT THEY GET THE SAME QUALITY OF

PRODUCTS.

3. IT REDUCES PRICE COMPARRISON.

4. IT ADDS PRESTIGE TO THE PRODUCT OF THE SELLER.

5. IT PROVIDES LEGAL PROTECTION FOR THE SELLER.

6. IT HELPS IN PRODUCT MARKET SEGMENTATION.

SELECTING A GOOD BRAND NAME
1. IT SHOULD SUGGEST ABOUT THE PRODUCT OR SERVICE.

2. IT MUST BE EASY TO PRONOUNCED AND REMEMBER.

3. IT MUST BE SIMPLE AND SHORT.

4. IT MUST BE DISTINCT OR DIFFERENT FROM OTHERS.

5. IT MUST ADAPTABLE TO NEW COMPANY PRODUCT THAT MAY BE

ADDED.

6. IT MUST BE CAPABLE OF REGISTRATION AND LEGAL PROTECTION.

 BRANDING STRATEGIES
1. PRODUCER’S STRATEGY
 THIS STRATEGY IS EMPLOYED BY PRODUCT MANUFACTURERS’ THAT DOMINATE THE
GREATER MARKET DUE TO THE SUPERIORITY OF THEIR PRODUCT.

2. MIDDLEMAN’S STRATEGY
- THIS IS ALSO CALLED AS CO-BRANDING WHERE THE PRODUCER AND SOLE DISTRIBUTOR
CARRY THE BRAND NAME OF THE MANUFACTURER AND THAT OF THE MIDDLEMEN.
ADVANTAGES OF CO-BRANDING

1. IT CREATES BORDER CUSTOMER APPEAL

2. IT DEVELOPS GREATER BRAND EQUITY
3. IT EXPANDS THE MIDDLEMEN BRAND IN THE
MARKET
DISADVANTAGES OF CO-BRANDING
1. COORDINATION IS OFTENTIMES DIFFICULT WITH
THE PRODUCER AND THE MIDDLEMEN.
2. IT ENTAILS LEGAL CONTRACT WHICH CAN BE
COMPLEX AND DIFFICULT
3. LICENSING AGREEMENT IS NECESSARY
4. IT REQUIRES MUTUAL TRUST BETWEEN THE TWO
PARTIES
BRANDING STRATEGIES FOR PRODUCERS AND
MIDDLEMEN

This is also called as co-branding where the

producer and sole distribution carry the brand
name of the manufacturer and that of the
middlemen. Middlemen usually can sell their
brands at lower cost bellow the producer's price
index because they can get other products using
their own brand name.
THE DIFFERENT
STRATEGIES USED TO
SELL MORE PRODUCTS
1. BRANDING WITHIN A PRODUCT MIX

A) SEPARATE NAME FOR EACH PRODUCT

B) THE COMPANY NAME COMBINED WITH

THE PRODUCT NAME

C) THE COMPANY NAMRE ALONE

2. BRANDING FOR MARKET SATURATION

A) INTRODUCTION OF LINE EXTENSION

B) INTRODUCTION OF BRAND EXTENSION

C) INTRODUCTION OF NEW BRAND NAME