Developing a Brand Name

Prepared by:

MARY ROSE OCHAVO

AL FRANCIS FRANCIA
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Branding What is
Brand name?

Significance of Brand Name

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What is Brand Name?

 A brand name is a name (usually

a proper noun) applied by a
manufacturer or organization to a
particular product or service.

 Word(s) that identify not only a product

but also its manufacturer or producer,
such as Apple, Coca Cola, IBM,
Mercedes, Shell, Sony, Toyota.
Developing a Brand Name

 For a new business, creating

and effectively marketing a new
brand name is one of the most
challenging aspects of starting a
business.
Developing a Brand Name

 Choose the wrong name and

costumers have no idea what
your business stands for what is
does.
 Choose the right name and
costumer immediately identify HOME
your product.
Significance of a Brand Name

 Brand name will always be incredibly

important even if progressive business
experts claim that the significance of
brand name is fading. As an
entrepreneur therefore it is important
that you spend a considerable amount
of time and effort in developing your
brand name.
Are you familiar with this different brand?
Are you familiar with this different brand?
Are you familiar with this different brand?
Are you familiar with this different brand?
See the Difference
With Brand
Names and
Without Brand

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 SEE THE DIFFERENCE

Bottle of soft drinks Bottle of Coca-Cola

 SEE THE DIFFERENCE

Cup of Coffee Cup of Starbucks Coffee

 SEE THE DIFFERENCE

Toothpaste Colgate
 SEE THE DIFFERENCE

Can of Soda Can of Pepsi

 SEE THE DIFFERENCE

Pack of Chips Pack of Lay’s Chips

 What will happen if all product we use
doesn’t have any brand name?

Customers Can't Buy Your Product If They Don't Know It Exists

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hmmm.. What is
Brand name?

Significance of Brand Name

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 If you are ready to brand your
business, you need to have a clear
understanding of what developing a
brand actually involves before you
really gets started.

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Steps in
developing
a brand 1.Decide what
you’re going to
2. Do your
4. Position
your
4. Write
your brand

name
research. product or
brand. definition.
service.

5. Develop 7. Manage,
8. Realign your
your name, 6. Launch leverage, and
brand to keep
logo, and your brand. protect your
it current.
tagline. brand.

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 1. Decide what you’re going to brand.
hmmm..
Are you branding a product, a service, a company, or
an individual?

2.Do your research.

First, find out everything there is to know about your
market. Then, find out everything there is to know
about your product or service.
3.Position your product or service.

Find and win a place for your offering in the marketplace

and in consumers’ minds by providing unique solutions to
problems or needs that aren’t already being addressed by
competing products.
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 4. Develop your name, logo, and tagline.
hmmm.
Your name is the key that unlocks your brand image
in your consumer’s mind. Your logo is the brand
mark or symbol that serves as the face of your brand.
Your tagline is the memorable phrase that provides
consumers with a quick indication of your product,
brand, and market position.
5. Write your brand definition.

Your brand definition describes what you offer, why

you offer it, how your offering is different and better,
what unique benefits your customers can count on,
and what promise or set of promises you make to all
who work with and buy from your business.
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 6. Launch your brand.
hmmm.
Your brand goes public when you unveil your name,
logo, and slogan, and when you begin to tell your
market the story of how your brand reflects what
you stand for.

7. Manage, leverage, and protect your brand.

This is the “care and feeding” phase of the branding

process; it’s the step that leads to a strong, healthy,
resilient brand. Just like good parenting, good
branding management can be summed up in a
single word — consistency.
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hmmm.

8. Realign your brand to keep it current.

Occasionally, you can (and should) change how your

brand is presented. From time to time, you need to
update your brand presentation (the face of your
brand) to keep it relevant to the market in which it
lives.

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 Thank You
For Listening…