BRANDING

INTRODUCTION
WHAT IS BRANDING?
We live in a brand-conscious world, but a brand is
more than just a logo or a name.
What is Brand Name?
A brand name or trade name, according to Nordquist
(2019), is a name given by an entrepreneur to a
particular product or service. The identity of the
brand, as discussed by Roy (2018), must be in line
with the purpose and goals of the organization; meet
the needs of the target market; define key
characteristics of the brand; and highlight the benefits
of the products or services associated with the brand.
Characteristics of an Ideal
Brand Name (Roy, 2018)
1.) Short and Simple

2.) Easy to Spell, Pronounce, and Remember

3.) Pronounceable in only one way

4.) Indicative of the benefits of the product or service

5.) Easy to adapt to packaging and labelling requirements or to any form

of advertising

6.) Non-offensive or negative

7.) Unlikely to become dated

8.) Legally available for Use

Steps in Creating Brand Name Schmukler
(2019):
 Different Branding Strategy Approach (Aduana, 2016)
1.) Umbrella Brand Approach 3.) Branding Extension Strategy

a.) Line Extension Approach

2.) House Brand Approach

b.) Product Extension Approach