BRANDING

STRATEGY

Building Strong Brands

1. Brand Positioning
2.Brand Name Selection
3. Brand Sponsorship
4. Brand Development

Brand Positioning
What are the ATTRIBUTES of the product
What are the BENEFITS of the product
How about VALUES and BELIEFS

Brand Name Selection

It should suggest something about the
products benefits and qualities
Easy to pronounce, recognize and remember
Brand name should be distinctive
Extendable

Brand Sponsorship

Manufacturers brand (National Brand)

Private Brand
Licensing
Co- branding

Private Brand
created and owned by reseller of a product or
service

Licensing
is the accreditation of the brand name

Co- branding
the practice of using the established brand
names of two different companies on the same
product

Brand Development

Line Extensions
Brand Extensions
Multibrands
New Brands

Line Extensions
extending an existing brand name to new
forms, color, sizes, ingredients or flavors of an
existing product category

Brand Extension
Extending an existing brand name to new
product categories

Multibrands
companies often market different brands in a
given product category

New Brands
a company might believe that the power of its
existing brand name is wanting, so new brand
name needed