CHAPTER 5

BRANDING STRATEGIES

Presenters:
Harold S. Queñano
Daryll Adaban
 PATENTING

• Patenting involves securing one’s intellectual

property rights by obtaining a grant of a patent,
thus protecting the novel features of the
invention from being made, used, offered for
sale, or sold by someone other than the
inventor. Branding, on the other hand, is the
process of developing a product’s identity within
the mind of the consumer. Patenting is
accomplished by securing a patent, and branding
is accomplished, typically, through marketing
efforts. However, these development efforts
need not, and should not, occur in a vacuum.
• Unless the product, method or process
in question is truly a commodity and
incapable of patent protection,
branding alone will probably not
provide the outcome the owner is
seeking. Yes, branding
alone may make a product
successful. Unfortunately, if the
product is not protected, it will likely
not be the original owner who enjoys
that success. For example, small and
medium-sized business owners who
concentrate solely on branding in
order to secure the market place will
invariably be thwarted in their efforts
by large corporations having better
access to marketing and distribution
• Normally, what happens in these cases is that as the
product becomes a commercialized success,
competition enters. If this competition has access
to cheaper manufacturing, a larger distribution
network, and sufficient initial capitalization, the
competition will be able to capitalize on and then
take over or redevelop the brand, leaving the original
owner in their wake. This can be accomplished by,
among things, locking them out of major distribution
channels, and creating lower cost products. Without
some form of protection there is little the smaller
business owner can do. For example, when the
world’s largest company is a retail store, and is
China’s eighth largest trading partner, you have very
little chance of out-sourcing, out-marketing, or out-
selling them. So what’s a business to do? Simple –
protect yourself!
• By securing a patent on the product, process, method or
article of manufacture, the business arms itself by
protecting the intellectual property. As such, if your
product is “novel,” that is to say new or improved over
existing products, then your product may be capable of
patent protection. If so, and if you acquire, for example,
a U.S. patent, you will have 20 years wherein you can
stop all others from making, using, offering for sale,
selling or importing the invention into this country.
However, patents are only for non-commodity products.
One caveat is required: In obtaining patent protection,
it is imperative that the inventor seek a qualified patent
attorney. All patents are not created equal, and there
are many ways to pay for and obtain a patent that will
have little to no commercial value. Yes, the process and
fees are expensive. Frankly, the system is designed to
be that way in order to discourage people from patenting
products that have no hope of commercialization.
• One of the biggest reasons I hear for not
obtaining patent protection is the false belief
that even if achieved, a smaller business would
not be able to enforce it against a larger entity.
This is simply not true. In fact, the opposite is
true. There are numerous law firms that
actively seek smaller business clients in patent
infringement matters and will represent them at
little to no cost to the client. In these cases,
the larger the infringing entity, the more
infringement typically takes place.
Consequently, it is exactly these patent
infringement cases that firms seek and will
represent clients on a contingency basis.
PRODUCT FEASIBILITY AND TIME FRAME
• Product Feasibility In detail, they:
1. Provide a preliminary analysis to eliminate business scenarios that are not in
tune with the organization’s motives. Specifically, it looks for ways to position
the product in a marketplace. A negative preliminary analysis does not mean the
plan is a failure; companies can correct the shortcomings to perfect it.
2. Help assess the demands in a market and the price at which a company can reap
profit. In addition, such market assessments can provide information on
marketing feasibility.
3. Provide insights to address gaps in the organizational structure of the company.
Labor and management alignment, human resource requirements, and talent
acquisition processes are assessed.
4. Project an idea of revenue and expenses that the plan might require in the
future.
5. Point out factors that make the business idea vulnerable and the short-term and
long-term steps to correct it.
6. By analyzing the above factors, one can categorize business ideas into feasible
and non-feasible.
There are several different kinds of feasibility studies. Understanding the types of feasibility studies and the technicalities of the concept is important for
any business. They are elaborated below:
#1 – Technical Feasibility
Technical feasibility study checks for accessibility of technical resources in the organization. In case technological resources exist, the study team will
conduct assessments to check whether the technical team can customize or update the existing technology to suit the new method of workings for the
project by properly checking the health of the hardware and software.
Many factors need to be taken into consideration here, like staffing requirements, transportation, and technological competency.
#2 – Financial Feasibility
Financial feasibility allows an organization to determine cost-benefit analysis. It gives details about the investment that has to go in to get the desired
level of benefit (profit). Factors such as total cost and expenses are considered to arrive simultaneously. With this data, the companies know their
present state of financial affairs and anticipate future monetary requirements and the sources from which the company can acquire them. Investors can
largely benefit from the economic analysis done. Assessing the return on investment of a particular asset or acquisition can be a financial feasibility
study example.
#3 – Market Feasibility
It assesses the industry type, the existing marketing characteristics and improvements to make it better, the growth evident and needed, competitive
environment of the company’s products and services. Preparations of sales projections can thus be a good market feasibility study example.
#4 – Organization Feasibility
Organization feasibility focuses on the organization’s structure, including the legal system, management team’s competency, etc. It checks whether the
existing conditions will suffice to implement the business idea.
EVALUATION OF PROTOTYPE
Prototype evaluation is the process when a
sample of your target audience tests your
product to give you an idea of its functioning
and their experience. This is a crucial phase in
your product development as only after
knowing your prototype works for your users
can you consider it as market-ready.
How do you evaluate a prototype?
There are many methods to evaluate prototypes, depending on the type, complexity, and
fidelity of your prototypes, as well as the availability and accessibility of your users and stakeholders.
Some common methods include
 usability testing,
 user interviews, surveys,
 focus groups,
 heuristic evaluation, and
 A/B testing.
The purpose of prototype testing is to collect valuable feedback from real users to reduce the risks
associated with the launch. By creating a functional model that closely resembles the final product,
you can quickly identify any problems with your design and make the necessary changes.
OUTPUT OF BRANDING

Your brand is arguably one of your

organization's
• most important assets.
It gives your organization an identity,
makes your business memorable,
encourages consumers to buy from
you, supports your marketing and
advertising, and brings your
employees pride
WHAT ARE THE 3 GENERAL APPROACHES FOR BRANDING
A PRODUCT?
The three brand strategies commonly used amongst large firms for deciding which
products will contribute to which brand names are

 Multi-product Branding. Multi-Product Branding, also known as family branding,

or corporate branding is when a company uses one brand name for all of its products within a class.
Example is Toyota and Honda.

 Multi-branding. Multi-Branding is a brand strategy in which a company will launch several

products within the same market. However, each product is branded differently in order to capture different
audiences, avoid internal competition, and solidify their brand reputation. Nestlé has a multi-brand portfolio
of over 2000 brands, including Nespresso and KitKat.

 Private Branding. A private brand is a good that is manufactured for and sold under the name of
a specific retailer, competing with brand-name products. Also referred to as "private label" or "store brand," prices
for private brands tend to be less than those of nationally recognized name brand goods. Example is the CSI sugar,
CSI Fruit cocktail and CSI Macaroni.
What is analysis of results?
The analysis phase of a study is the phase after data collection, when
the results are used to answer the original questions of the study.
An analysis is a piece of writing that looks at
some aspect of a document in detail. To write a
good analysis, you’ll need to ask yourself
questions that focus on how and why the
document works the way it does. You can start the
process by gathering information about the
subject of your analysis and defining the questions
your analysis will answer. Once you’ve outlined
your main arguments, look for specific evidence to
support them. You can then work on putting your
analysis together into a coherent piece of writing.
 CASE STUDY
• History of Toyota Logo
• April 26th, 2023 by Kalispell Toyota
• You may have seen the Toyota logo passing by a vehicle to work, running errands, or headed
home, but have you ever wondered where it originated? The Toyota logo and name have been
through several changes over the years. The company’s original name was named after the
founder’s family name, which brought upon the name ”Toyoda.” Although the name was
different, the original logo of 1935 wasn’t that much different than the present day. It
incorporated the same red and white colors we see today. However, the main difference
between past and present designs is the 1935 version featured a very geometric logo
compared
The meaning to today.
behind the logo we see today
The meaning of the Toyota logo is a crucial part of its brand identity. Toyota uses
colors like red, white, and black because red stands for passion and power. white
represents innovation and class while black is associated with power and
sophistication. The oval emblem has meaning as well, representing the interlocking
hearts of the Toyota company and its customers. Overall creating a brand identity of
power, sophistication, and love for their customers.