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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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.

● Competitive edge in the market

The brand differentiates every business in the
marketplace.

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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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 REBISCO
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Unit 9: Developing a Brand Name

Lesson 2
Strategies in Choosing a Brand
Name

Entrepreneurship
Senior High School Applied - Academic
1. What do you mean by
the word “strategy”?

2. Why are strategies

important in the decision-
making process of the
business?

3. What can be the effect

of choosing a good brand
name for your product?
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 Branding Strategies

A brand strategy is a plan

composed of long-term goals
that are achieved through the
development of a successful
brand.

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 Branding Strategies

A well-defined and implemented brand

strategy affects the business and is directly
connected to consumer needs and emotions.

Branding strategies have several types where

the entrepreneur can decide what fits for his
products and services.
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 Branding Strategies

Umbrella branding
Umbrella branding is
a strategy that
involves naming
related products
under the same
brand name of the
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 Branding Strategies
Individual branding
Individual branding is a strategy
in which a product is given a
brand name that is newly
created and is not connected to
the names of existing brands
offered by the business.
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 Branding Strategies
Attitude branding
Attitude branding is a strategy where a business
chooses to represent a feeling that does not
have a direct connection to the product.

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 Branding Strategies
No-brand branding
No-brand branding is a strategy that features a
product that is simple and generic in design.
This also means spending little on the
advertisement.

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 Branding Strategies

Brand extension
Brand extension occurs
when one of the brands
ventures into a new
market. The brand name
brings its own identity to
the product mix.
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 Branding Strategies

Private labels
Private labels, also known as store brands,
have become popular in supermarkets. These
are cost-effective brands made to compete
with larger retailers.

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 Branding Strategies

Crowdsourcing
Crowdsourcing is a strategy in which branding
is outsourced to the public and allows
customers to be involved in the naming
process, which effectively drives up personal
interest in the product.

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Remember

The different branding strategies an

entrepreneur may consider in
selecting a brand name are umbrella
branding, individual branding,
attitude branding, no-brand
branding, brand extension, private
labels, and crowdsourcing.
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 Example: Branding Strategies
Attitude branding - Nike
Nike is one example of attitude branding
because of its slogan “JUST DO IT.” The slogan
is not actually related to its product. Instead,
the branding strategy promotes a lifestyle and
emotional connection to its customers.

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 Example: Branding Strategies
No-brand branding - Muji
Muji is a Japanese business that offers goods
for daily necessities, furniture, home
appliances, health and beauty products, etc.
The name of the business means “no label.”
Muji products are not branded.

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 Example: Branding Strategies
Brand extension - Adidas
The shoe company is now making jackets,
athletic wear, and fragrances.

Private labels - SM Bonus brand

It offers various grocery products produced by
different businesses but uses the label SM
Bonus under a business agreement.
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 Example: Branding Strategies
Crowdsourcing - Oreo
Oreo has made a name for itself through
crowdsourcing for its “Daily Twist” campaign.
The brand launched a 100-day series of cookie
designs, asking the public to select the winning
design.

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How will you select a brand name
for your product?

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 Criteria for Choosing a Brand Name

1. Distinctiveness
2. Word association
3. Legal requirements
4. Memorability
5. Pronounceability
6. Limitations

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How will you lay out your plan of
creating a brand name?

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Steps for a Successful Brand Building Process

1. Determine the target audience.

2. Define the brand mission.
3. Research competition.
4. Determine brand guidelines.
5. Market the brand.

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Unit 9: Developing a Brand Name

Lesson 3
Brand Protection and Trademark

Entrepreneurship
Senior High School Applied - Academic
Why protecting your
brand is an essential part
of your business?

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 Brand Protection

Brand protection is the manner of protecting

the intellectual property of the businesses and
their associated brands against abuse.

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 Brand Abuse

Brand abuse is a term used to cover the

malicious activity of exploiting an existing
brand to gain specific benefits or to damage
brand reputation.

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 Forms of Brand Abuse

Counterfeiting
A counterfeit product imitates the product
from an authentic brand, made unofficially
by external sources.

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 Forms of Brand Abuse

Rogue websites
Rogue websites are
websites created with
malicious intent. It is
either against a legitimate
business or infringes on
its intellectual property.
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 Forms of Brand Abuse

Copyright piracy
Copyright piracy is
the illegal activity of
copying artistic,
literary, and
scientific works.
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 Forms of Brand Abuse
Patent theft
A patent is a legal protection given to inventive
products. Patent theft happens when another
party uses or sells a patented product without the
permission of the patent holder.

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 Forms of Brand Abuse

Social media impersonation

Social media impersonation happens when
an unofficial third party creates social media
accounts imitating genuine brands, using
fake profiles to sell counterfeits, and
sometimes distributing harmful, malicious
software.
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Tip

The most troublesome issue for

brands is counterfeiting.
However, every business needs to
remain vigilant against any type
of brand abuse.

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 Example: Counterfeiting

Situationer:
An entrepreneur opens an online toy store and
uses the Toys R Us® logo. A consumer may
mistakenly assume that the site is a part or an
affiliate of Toys R Us®. If the business is not
affiliated with Toys R Us®, then it will damage
the reputation of the latter.
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 Example: Counterfeiting

Solution:
The best thing to do is to create a unique logo
for the business to avoid legal issues.

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How will you protect your brand
from potential brand abuse?

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 Protecting the Brand

It is vital to take preventive measures to

ensure that the business will not become a
victim of any kind of theft.

Here are some ways to help protect the

brand of your product or service:
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 Protecting the Brand

1. Trademark the brand.

One of the best ways to protect the brand is
to register a trademark for the brand logo,
designs, slogan, and any words associated
with the brand.

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 Protecting the Brand

2. Link the brand to attributes.

Generic intellectual property designs, logo,
and slogan are easily replicated and more
likely to be targeted for theft.

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 Protecting the Brand

3. Include an intellectual property clause in

terms and conditions.
A terms and conditions agreement is a legal
statement where an entrepreneur outlines
the guidelines that users must agree with
and adhere to.

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 Protecting the Brand

4. Stay vigilant.
It is important to stay vigilant and monitor
competitors for potential thievery.

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 Trademark

A trademark is a
recognizable word,
symbol, or phrase that
legally differentiates the
product from all other
products of its kind.
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 Importance of Trademark

1. There is legal protection for the business.

When an entrepreneur registers his
business with a trademark, he is protecting
it against others who might try to copy and
imitate his product.

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 Importance of Trademark

2. There is effective communication with

the target market.
When the business has a trademark, it is
easier for the target market to remember its
products, hence it enables the business to
communicate effectively.

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 Importance of Trademark

3. The customers will feel more protected

and valued.
Trademarks are not just a way to protect the
business as a whole. It is also a means of
protecting the customers and a way to show
they are valued.
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 Importance of Trademark

4. The business or product name will be

better remembered.
Having a trademark is also a means of
effective advertising. It becomes easier for
the business to sell new products and to
stand out as well.
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 Philippine Trademark Registration
1. Filing of an application
2. Search and examination
3. Publication in
Intellectual Property
Office of the Philippines
(IPO) Gazette
4. Registration certificate
issuance
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