The Concept of

BRANDING
Family and
Consumer Life
Skills
OBJECTIVES:
Identify the commonly used branding
strategy

Explain each branding approach used

in marketing strategy
Brand
• Refers to the name, design, color,
symbol, quality, features, or
combination of these elements that
make the product separate and
distinct from similar products of the
competitors.
Example of Branding
BRANDING
Branding Strategy
• Starts with the formulation of a brand name for the
first single product that the business intends to
make.

• The situation becomes more complicated when the

business starts to offer an additional product.

• Though most entrepreneurial endeavors engaged in

manufacturing start in a single product, they
eventually add a new product line in response to new
entrepreneurial opportunities.
Branding Strategies:
1. Umbrella brand approach
2. House brand approach
3. Line extension approach
4. Product extension approach
UMBRELLA BRAND APPROACH
• The umbrella brand approach of branding names,
all products of the business carry the same brand
name. The various product lines are not
differentiated from each other from the perspective
of the brand name.

• For example, Honda Motors produces motorcycles,

cars, agricultural machines, grass cutters, and lawn
mowers. Each product line has different types of
models.
HOUSE BRAND APPROACH
• In the house brand approach, every product of the
same business has a separate brand name the
distinguishes it from the rest of the company’s
products.

• For example, Procter & Gamble Philippines, Inc.

has applied the house brand approach in providing
brand names to its various product lines.
 LINE EXTENSION APPROACH
• In the line extension approach, the existing product
has been modified or altered resulting in a new
product or more products without eliminating the
original product. The new additional product must
be within the same category.

• For example, the Bear Brand milk products now

include the following variations: sweetened
condensed milk filled milk, powdered milk, full
cream evaporated milk, pasteurized milk, and low-
fat milk.
PRODUCT EXTENSION APPROACH
• In the product extension approach, a new product
carries the brand name in a new category. The new or
added product appears to be totally different from the
old or existing product line.

• For example, General Electric Company, popular known

as GE, provides one brand name to all of its products
under the different categories, such as refrigerators,
freezers, ranges, ovens, dishwashers, air conditioners,
washers and dryers, housewares, industrial products,
and light and power products. Each category offers
various models of products.