BRAND NAME

BRAND

 Name or mark that is intended to identify the

seller’s product and differentiate it from the
product of the competitors.
 Consist of letters, words or numbers that can be
read or verbalized
BRAND MARK
 It is recognized by sight but cannot be expressed.
 It appears in the form of symbols designed in
distinctive lettering or colors
 Branding protects the company from imitation
and fake products
 ADVANTAGES

 Brand make it easy to identify the product or

service
 It assures the buyer that they get the same quality
of products
 It reduces price comparison
 It adds prestige to the product of the seller
 It provides legal protection for the seller
 It helps in product market segmentation
 SELECTING A GOOD BRAND NAME
 It should suggest about the product or service
 It must be easy to pronounce and remember
 It must be simple and short
 It must be distinct
 It must be adaptable to new company product that
may be added
 It must be capable of registration and legal protection
BRANDING STRATEGIES

 BRANDING WITHIN A PRODUCT MIX

- Separate name for each product
- The company name combined with the
product name

-The company name alone

 BRANDING FOR MARKET SATURATION
 Introduction of Line Extension
 Introduction of Brand Extension
 Intoduction of New Brand Name
REASONS FOR THE EXISTENCE OF BRANDS

 IDENTIFICATION- Brands enable consumers

to easily distinguish one product from another
 POSITIONING- It enables the owner to
communicate the benefits of product vis-à-vis
competition
 PROTECTION- Enables the owner of the brand
name to enjoy the goodwill associated with the
name so as not to be taken advantage by others
 The brand becomes the consumer’s simplifier of
choice
CRITERIA FOR CHOOSING A BRAND NAME
 DISTINCTIVE
 WORD ASSOCIATION – does it have pleasant meaning?
 LEGAL REQUIREMENTS – can it be registered?
 MEMORABILITY – can it be remembered easily?
 PRONOUNCEABILITY
 LIMITATIONS- is it too limiting to be used for
expansion?