This document discusses branding and brand names. It defines a brand name as the name given to a product or service by its entrepreneur or founder. An ideal brand name should be short, simple, easy to spell, pronounce and remember, have only one pronunciation, indicate the product's benefits, and adapt well to packaging. The document also outlines different branding strategies such as umbrella branding, house branding, branding extension, line extension, and product extension. It provides examples of core principles from Jollibee and the evolution of the McDonald's logo.

1. BRANDING
ENTREPRENEURSHIP QUARTER 1– MODULE 5:

3. BRAND
• A brand name or trade name, according to Nordquist
(2019), is a name given by an entrepreneur to a
particular product or service. Sometimes, brand name is
simply based on the name of the founders of an
enterprise; but these days, brand names are most often
intentionally thought-out marketing tools to establish
customer mindfulness and encouraging brand loyalty.

4. The identity of the brand, as discussed by roy (2018),
must be in line with the purpose and goals of the
organization; meet the needs of the target market;
define key characteristics of the brand; and highlight
the benefits of the products or services associated
with the brand. He also emphasized that when a
brand name is carefully selected, it distinguishes an
organization’s service or product from the
competitor’s. It can also send out a strong message
about the organization’s marketing position or
corporate personality.

5. Characteristics of an Ideal Brand Name (Roy, 2018):
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 labelling requirements
to any form of advertising.

6. CORE PRINCIPLES OF JOLLIBEE
WE PROVIDE GREAT TASTE, AND SUPERIOR VALUE TO ALL OUR CUSTOMERS. WE TREAT
CUSTOMERS WITH SINCERE SERVICE AND A WARM SMILE. WE TAKE PART IN CREATING
EXCEPTIONAL CUSTOMER EXPERIENCE.

7. EVOLUTION OF MC DONALD’S LOGO

12. DIFFERENT BRANDING STRATEGY
APPROACH
(ADUANA, 2016)

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

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

15. 3. BRANDING EXTENSION STRATEGY
This is a marketing strategy wherein
the organization that sells a product
or service with a strong image uses
the same brand name but in a
different category.

16. A. LINE EXTENSION APPROACH.
This strategy is an approach in 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

17. B. PRODUCT EXTENSION APPROACH.
This is the strategy of placing an established
product’s brand name on a new product that is in
new category.

18. ANSWER THE FOLLOWING QUESTIONS
1. What is a brand name?
2. What are the characteristics of an ideal brand
name?

19. WHAT I CAN DO
Following the steps in creating an
ideal brand name, try to come up
a brand name and logo for a specific
product you want to sell.