Branding

• that marketing action which identifies and helps differentiate the goods and services of one seller from those of another.

Brand

• A brand is a name, term, sign, symbol, or design or a combination of these elements, that is intended to identify the goods and services of one seller or a group of sellers.

:Brand is consists of two distinct parts:

• Brand Name-This term refers to that part of a brand consisting of words, letters and/or numbers that can be vocalized.
• Brand Mark-This refers to that part of a brand that appears in the form of a symbol, design, or distinctive coloring or lettering and which can not be vocalized.

Criteria of a Good Brand

• It should suggest something about the product's benefit and qualities.
• It should be easy to pronounce, recognize, spell and remember.
• It should be distinctive.
• It must be adaptable to additional product lines.
• Names that sound like an already registered name.

When to Adapt a brand

• Although branding may be helpful to the marketer, it is not always the case. There are instances when products need to be branded. Examples are salt, straw, clothes hangers, pan de sal, nails, lumber and vegetables.

Conditions favorable to branding:

• The demand for the general product class which the product or services under consideration belongs should be large.An example is the cell phone.

Conditions favorable to branding:

• The demand should be strong enough so that the market price can be high enough to make the effort profitable.Cellphones and stereo systems are good examples of a products with strong demand.

Conditions favorable to branding:

• There should be economies of scale.When serving the demand, there is an indication that cost decreases as more units are sold.This condition is favorable for branding

Conditions favorable to branding:

• The product quality should be the best for the price, and the quality should be easy to maintain.

Conditions favorable to branding:

• The brand or trademark should make it easy for the product to be identified.

Branding Strategies

• Manufacturer branding
• Reseller branding
• Mixed branding; and
• Generic branding

Manufacturer Branding

• a brading strategy in which the brand name for a product is designated by the manufacturer. Two alternative approaches are available: (1) Multiproduct approach (2) Multribrand approach.

Multiproduct Approach

• is referred to as blanket or family branding stratefy, uses the same brand name to cover a group of products

Advantages of Multiproduct Approach

• Buyers who have a positive experience with the product will extend this favorable attitude to other products with the same brand.
• The level of brand awareness is raised and can be reduct the rate of advertising costs

Multibrand Approach

• it requires the firm to provide each product with a distinctive name.It have 2 advantages

Advantage of Multibrand Approach

• It is useful when each brand is intended for a different marketing segment.
• There is no risk of one product's failure affecting another product in the line

Reseller Branding

• Also referred to as private labeling or private branding, refers to the branding strategy of a firm which manufacturers products but sell them under the brand name of a reseller.

Mixed Branding

• Refers to the use of the manufacturer and reseller brands in a product. It is expected that market segments attracted to the manufacturer and to the reseller will patronize the mixed branded product

Generic Branding

• is a branding strategy which lists no product name, only a description of contents. This approach is applicable to rice, salt, sugar, and charcoal.

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