Unit 9: Developing a Brand Name

Lesson 1
Branding and Branding
Mechanisms

Entrepreneurship
Senior High School Applied - Academic
Why do some customers
prefer branded products?

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 ● Understand the concept of
branding as a strategy.
Learning ● Identify different types of
Objectives brand names.
● Create a brand name, logo,
At the end of the
lesson you should symbol, and slogan for the
be able to proposed business.

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1. What branded products do you usually
buy?
2. What characteristics of branded products
do you like most?
3. Why do you think customers are attracted
to branded products?

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 Branding
Branding is the process of creating a name,
symbol, or design that identifies and
differentiates a product from other products.

Brand names are used as a marketing tool

towards establishing consumer awareness and
fostering brand loyalty.
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 Features of Branding
Awareness
Brand awareness refers to the number of
people who know the brand.
Brand awareness can be increased through
advertisements on television, radio,
newspaper, or social media.

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 Features of Branding

Targetable
The branding of products should be planned in
relation to the target market.
The business should not target the entire
population.

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 Features of Branding

Loyalty
Brand loyalty is an achievement for a business.
Consumers prefer using certain brands of
some products.

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 Features of Branding

Consistency
A brand must be consistent. Businesses make
numerous promises on advertisements, and
consumers expect them to deliver on their
promises.

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How does branding benefit a
business?

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 Advantages of Branding
Customer recognition
Having a strong brand builds customer
recognition.
Consumers are likely to buy a product they
recognize over those products that are
unfamiliar to them.

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 Advantages of Branding

Competitive edge in the market

The brand differentiates every business in the
marketplace.
When customers recognize the business, it
gains a competitive edge over other
businesses.

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 Advantages of Branding

Easy introduction of new products

When a business has a strong brand and loyal
customers, it is easier and less expensive for it
to introduce new products in the market
because the customers are often interested in
the product of the business.

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 Advantages of Branding

Enhanced credibility and ease of purchase

Having a well-known brand enhances the
credibility of the business, industry, and
marketplace as a whole.
As the business builds its credibility, it also
builds recognition.

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 Types of Brand Name

Descriptive
Descriptive brand names readily convey the
products or services offered by the business.

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 Types of Brand Name

Evocative
Evocative brand names are usually very
creative singular words that act as a powerful
differentiator in the industry.

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 Types of Brand Name

Invented
Invented brand names are not only descriptive
but also articulate and offer creative names
with attitude for a brand.

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 Types of Brand Name
Lexical
Lexical brand names have a combination of
compound words, spelling, alliteration, and
foreign words.
This type of brand name appeals mostly to
contemporary target audiences.

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 Types of Brand Name

Acronym
This type of brand is an acronym of the entire
name of the business, which might be difficult
to pronounce.

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 Types of Brand Name

Geographical
The brand name includes the geography or
territory in which the business operates.

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 Types of Brand Name

Founder
Brand names are also associated with the
names of their founders.
Some businesses use the names of celebrities
to promote their brands as a signature edition.

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 Example: Brand names

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 Brand Elements

Brand elements are trademark devices that

identify and differentiate the brand from its
competitors.

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 Brand Elements

Brand name
A brand name is a trading name given by the
manufacturer or organization to a particular
product or service.

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 Brand Elements

Brand logo
It is a visual trademark
that identifies the brand
with its design.

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 Brand Elements

Brand symbol
Symbols are powerful
elements of the brand
that extend beyond the
logo.

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Tip

A brand logo contains stylized

letters representing the literal
name of the product.
A brand symbol contains a sign,
mark, or picture representing the
brand.

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 Brand Elements

Brand character
It is a special type of
brand element that
uses human or real-life
characteristics.

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 Brand Elements

Brand slogan
A slogan is a short phrase that is used to
communicate descriptive or persuasive
information about the brand.

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 Example: Brand slogan

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 Activity
List down your favorite brand of every
product given below. Explain why you like to
buy these brands.

1. Clothing
2. Mobile phone
3. Beverage
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 Questions
Part A. Explain your understanding of the following
concepts.
1. Branding
2. Brand logo
3. Brand slogan
4. Invented brand name
5. Lexical brand name
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 Questions

Part B.
Form a group consisting of five members.
Search for products or business examples under
the given type of brand. Then, explain why it
belongs under such category.

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 Questions

Categories:
1. Descriptive 5. Acronym
2. Evocative 6. Geographical
3. Invented 7. Founder
4. Lexical

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 Wrap Up

Branding is the process of creating a name,

symbol, or design that identifies and
differentiates a product from other products.

Brand elements are trademark devices

that identify and differentiate the brand
from its competitors.

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 Wrap Up

A brand name is a trading name given by the

manufacturer or organization to a particular
product or service.

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Wrap Up

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 Bibliography
Barringer, Bruce R. Preparing Effective Business Plans: An Entrepreneurial Approach. Boston:
Pearson, 2015.

Bhasin, Hitesh. “What are brand elements?” Marketing91. Accessed May 3, 2020.
https://www.marketing91.com/brand-elements/.

“Branding” Toppr. Accessed May 3, 2020.

https://www.toppr.com/guides/business-studies/marketing/branding/.

Dollinger, Marc. Entrepreneurship: Strategies and Resources, 3rd Edition. New Jersey:
Prentice-Hall, 2003.

Faranas, Linda. “Five major benefits of a strong brand.” Millenium Agency.

Accessed May 3, 2020. https://mill.agency/creative/5-major-benefits-strong-brand/.

Kuratko, Donald. Introduction to Entrepreneurship 8th Edition. Canada:

South-Western Cengage Learning, 2009.

Lischer, Brian. “Seven popular types of brand names.” Ignyte. Accessed

May 3, 2020. http://www.ignytebrands.com/7-popular-types-of-brand-names/.
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