This document discusses developing brands and branding strategies. It defines what a brand name and branding are, and explains that branding differentiates a business from competitors. Good branding entices and builds loyalty among customers. Brand management involves tangible elements like products and packaging as well as intangible customer perceptions. An ideal brand name is short, simple, easy to spell/pronounce/remember, indicative of benefits, and adaptable. The document also discusses evolution of the McDonald's logo, umbrella branding to sell multiple associated products, house branding with individual brands, line extensions to add to existing products, and how branding influences all aspects of a business.

2. Developing a Brand Name
• Brand Name - a name, symbol, or other
feature that distinguishes a seller's goods
or services in the marketplace
• major differentiator of the entrepreneur
against the competitors. It is the
marketing element that sticks to the mind
of the target customers and the public.

3. BRAND
• A brand refers to the identity of a
company, of a product, of service, or an
entrepreneur himself or herself.
• The brand sets the image of the business
to the public.
• A good brand not just entices customers to
try the product but makes them loyal too.

4. Brand management
• the supervision of the tangible and
intangible elements of a brand.
• Tangible Elements include the product itself,
its packaging, its price, and its location.
• Intangible Elements, on the other hand,
include the perception and relationship of the
customers with the brand.

5. Branding
• Powerful and sustainable high-level marketing strategy
used to create or influence a brand. Branding as a
strategy to distinguish products and companies and to
build economic value to both customers and to brand
owners
• The process of creating a strong, positive perception of a
company, its products or services in the customer's mind
by combining such elements as logo, design, mission
statement, and a consistent theme throughout all
marketing communications.

6. • Branding doesn't just consist of a logo, design,
etc. More than anything, it's an opportunity for
you to tell your customers your story and how you
are different.
• Your brand should create feelings in your
customers. It builds trust and a connection with
them.
Branding

7. 94% of customers are likely to show
loyalty to a brand that offers complete
transparency
Consumer behavior study that included
2,000 respondents suggests that people
are significantly more loyal to brands
that are transparent about different
aspects of their business.

8. Top 3 Colors Used by Companies
• Logos are a powerful visual
tool that influences potential
customers' first impressions.
And color comes into play in
how people perceive things.
According to the
LogoFactory, the top three
colors companies use
include blue, red, and
grayscale.

9. Advantage of using a signature color
scheme

10. Characteristics of an Ideal Brand Name
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 labeling
requirements to any form of advertising.

11. EVOLUTION OF MCDONALD’S LOGO

12. DIFFERENT BRANDING
STRATEGY APPROACH

13. 1. UMBRELLA BRAND APPROACH
a marketing practice that
involves selling numerous
associated products under the
name of a single brand.

14. UMBRELLA BRAND APPROACH

15. 2. HOUSE BRAND APPROACH
an approach wherein every
product of the same
company has individual
branding that distinguishes
itself from others.

16. HOUSE BRAND APPROACH

17. 3. LINE EXTENSION APPROACH
making new products for your
customers or for prospects who do
not currently buy from you. This
involves adding new features to
existing products, rather than
developing completely new.

18. LINE EXTENSION APPROACH

19. The Power of Branding
branding influences all aspects
of your business. It is both the
body and soul of your
company. You need to consider
how you choose to present your
brand to the world.

21. My Imaginary Product
•Draw your product and give it a
name.
•Draw it in a letter size bond paper.
•Write a short explanation by
describing the product and why
you come up with its name.