Republic of the Philippines
Department of Education
REGION VI- WESTERN VISAYAS
SCHOOLS DIVISION OF ILOILO
DUMANGAS NATIONAL HIGH SCHOOL
ENTREPRENEURSHIP
Quarter 3
Lesson 18 - Developing the Brand
LEARNING OBJECTIVES:
1. Identify the steps involved in developing a brand.
2. Identify different branding strategies.
3. Construct a viable brand concept.
A well-designed brand strategy can help to enhance product’s chances of being accepted and survived in the market for a long
term. But you cannot just put the first word that comes to your mind then write it down together with an ad and logo with it.
There is a recommended process on how you are going to build up a new brand.
Step 1. Develop the Brand Strategy
Before you can even think of what the brand name should be, you must have an understanding of the business and business
model that the brand will be representing. Considering the following as important.
Product Information. A detailed description of your proposed product/s and even the innovation for the future.
This is the best time to create a product road map that would out lay the proposed if any for the next five to ten years.
Knowing these help to select the best brand names that ensure that it will fit to future products.
Market Information. Who are the target market that the brand will be catering to? What are their ages, lifestyles,
behaviors, likes and dislikes and even their source of income? Knowing these will help to work out a communication
along with the building of the brand personality.
Trademark Criteria. Should the name be short or long? Should it be Filipino or Korean? These are some questions
you need to address in formulating your trademark. This is also you list down target location for the brand- would it be
local or global.
Brand name objectives. Knowing what must be accomplished in the minds of the markets will help in the
development of the brand’s creative aspects. Examples are excitement, mystery, pampering, formality, strangeness and
importance.
Step 2. Develop the Creative Theme
This step is building up the look and feel of the brand but not the actual brand itself. This step is necessary in order to build up
the “house” of standards in which eventual brand will reside in.
The elements in this step are the following.
Brand Personality – If the brand is a person, what would be its personality? This information comes from the data
gathered about the target market.
Inferences and connotations – What imagery, words, and meaning should the brand refer to? These inferences would
be part and parcel of the brand identity if executed properly.
Color palette and style sheets – They refer to selecting proper color palette that best represent the brand.
Fonts – Fonts are the letters to be used for your brand name.
Visual cues – symbols, icons, shapes and other images that you want to associate with the brand.
Acceptable uses and materials –Each medium and material has its own particular characteristics and can have an
effect on the overall response to branding efforts.
Retail Placement – Specific location and ideal shelf placement at retail areas will help in proper communicating key
points about or the branding of the product.
Step 3. Create the Name
After the ground works, it is now time to create the actual brand name. For as long as the selected name fits all the parameters
as laid out in the first two steps, it should be acceptable.
Brand names can be:
Eponyms – name of people such as founders or even historic people. Ex. Casio it refers to the name of its founder Tadao
Kashio.
Descriptive – connoting something about the product itself or its benefits, such as Head & Shoulders for an anti-
dandruff shampoo.
Abbreviations or portmanteaus- the latter refers to combination of words to make a new word such as Adidas which
stand for its founder Adolf “Adi” Dassler. Abbreviation such as M&M’s (Mars & Murrie’s), CNN (Cable News Network),
GE (General Electric)
Symbolic or image-driven- such as Apple with it stylish bitten apple logo.
Synthetic – which means that the brand name is not in the dictionary word, buts its unique.
Step 4. Test the Name
This step is all about testing your selected brand name and its impact and signifier to your target market. Applying your brand
name to the creative theme and incorporating the selected font, color scheme, and imagery and you will have a picture of your brand
name. With a few people representing as your target market you can test whether your proposed brand does hit your objectives.
Step 5. Screen your Trademark Availability
You will need to make sure that it is actually available at the Intellectual Property Office for the Intellectual Property Rights. If
you are going global you have to ensure that it is also available in the countries that you are targeting.
Branding Strategy
Branding Strategy starts with the formulation of the brand name for the first single product that the business intends to make.
The situation becomes more complicated when the business starts to expand and offer an additional product they don’t normally offer.
When this happen, can all product carry one brand name or give each a different brand name?
Businesses experiencing this situation adopt two branding strategies,namely the umbrella brand approach and house brand
approach.
Umbrella Brand Approach – all products of the business carry the same brand name. It helps the business introduce
new product lines more easily and achieve a positive response from the customers. For example: Canon produces
cameras and printers and they carry different types of models for each product line. They have Canon EOS Series for
camera and Canon Pixma Series for printers. All products are marked Canon, the umbrella brand.
House Brand Approach – every product has a separate brand name. For example: Colgate-Palmolive Philippines
provides brand names to its various product lines like Ajax, Irish Spring, Axion, Protex and Guard. The negative
perceptions about one product will not affect the other product.
Branding Extension Strategy
The level or degree of the consumer’s perceptions to a brand is known as brand equity. When the perception of customers is
highly favorable, the brand equity is positive. It indicates that the product’s brand name is strong in the market. The opposite scenario is
considered negative.
Entrepreneurial ventures with high positive brand equity are capitalizing on such concept. This branding strategy is usually
called branding extension strategy.
There are two approaches in branding strategy namely:
Line Extension Approach – The existing product has been altered resulting in a new product or more without
eliminating the original product. The additional product must be within the same category. The change or modification
may be in the form of ingredients, flavor, size or usage. It is due to the existing demand of the customers. Example: Bear
Brand Products include the different variations; sweetened condensed filled milk, sterilized milk, powdered milk and
others. There are also different varieties of product lines that are competing against each other like Coca-Cola products
(Sprite, Royal, Powerade and Minute Maid). The entrepreneur must make sure that each product offers considerable
benefits to the target market.
Product Extension Approach – New product carries the brand name in a new category. The new or added product
appears to be totally different from the old existing product line. Example: GE (General Electric Company) provides one
brand name to all of its product under the different categories, such as ovens, refrigerators, ranges, freezers and others.
Each category offers different models of products.
Whatever strategy is used, the entrepreneurs must ensure proper management of the brand or brand name. When a new
product with a brand name is introduced to the target market, the primary objective of the entrepreneur is to open the awareness level
of the customers.
ACTIVITIES
ACTIVITY 1: Build a Brand Experience
Given a chance to create a totally captivating brand experience for a new product, develop a new brand and design as well as
its brand name and logo. Use the steps as outline on your new brand. Explain your concept in at least 5 sentences.
New Product Proposed Brand
My Concept
ACTIVITY 2: Wrap up
Give an example of a brand that you do not like. It could be the product itself, service, or the location. What is it about the brand
that affects you? Give possible solutions on how this could be resolved for you to gain positive perspective for the brand.
Brand:
How it affects you:
Possible Solutions: