BRANDIN

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Activity 1: NAME THAT BRAND!
Are you familiar with the taglines of the
famous companies? Let us see. Below
are selected taglines flashed in
commercials.
Directions: Identify which company
popularized it. Write your answers in a
separate sheet of paper.

1. “We find ways.”

3. Langhap-Sarap! ______________

4. We’ve Got
It All for You! _______________

5. “May Liwanag
ang Buhay” _______________
6. “We take pride in our
courteous and safe drivers.”
___________________
7. “How thoughtful,
how Goldilocks” ___________________
8. “THE TOTAL BOOKSTORE” _________________
9. “In the Service
of the Filipino” __________________
10. “Hari ng Padala” __________________
What Is Branding?
Branding means “the use of a name,
term, symbol, or design, or a
combination
of these, to identify a product” (Caanon,
Perrault, and Mc Carthy (2008). It
comprises the use of brand names,
trademarks, and any other system of
product identification. This is to help
identify and distinguish products and
A brand name connects a product with
the benefit expectation of a customer. A
brand
name can be a word, letter or a group of
words or letter.
Examples of a brand names are:
Palawan; LBC; ABS-CBN; PAL; Puregold;
Jollibee;
Cherry Mobile; Metrobank; and CSI.
On the other hand, trademark is a legal
term. The Philippine Intellectual
Property Code (IP Code) defines a
trademark as “any visible sign
capable of distinguishing the
goods(trademark) or services
(service mark) of an enterprise and
shall include stamped or marked
container of goods”.
Thus a mark (1) must be a
visible sign and
(2) must be capable of distinguishing
one’s good and services from those of
another.
A trademark includes only those words,
symbols, or marks that are
registered for the use by a single
company.
Brand logos are graphic marks or
symbols commonly used by
commercial enterprises, organizations
and even individuals to promote instant
public recognition. This will serve as
visual identity of the company that will
leave a lasting impression with your
market.
Why Branding is Important in Your
Business?
Branding is ultimately a taxing task in a
business because of the overall
impact it creates on your company.
Branding can change people perception
on your brand; it can drive new
opportunities and increase brand
cognizance.
A. Branding Increase Awareness
and Recognition
The ultimate reason why branding is
being done in a company is increases
recognition and awareness thus letting
your brand be known to the public.
The logo is the utmost component of
branding, especially for this factor; it
serves as the face value of the company.
B. Branding Intensifies Corporate
Value
Branding is important when you are
seeking for new opportunities or even
thinking for future business investment.
A well-established brand increases
corporate value by giving the company
more control in the industry it belongs.
This paves way to more appealing
investment opportunities because of its
C. Branding Creates New Customers
A strong brand connects easily with
people because of the positive
impression
it creates about the company. Due to this
very reason, they are likely to do
business with you. A brand that
emanates reliability and trustworthy
easily
captures the heart of a customer.
D. Improves Employee Pride and
Satisfaction
Working for a strong and well-
established branded company gives a
feeling of satisfaction and higher
degree of pride for the work they do.
Knowing the company serves with full
honesty and for the benefit of the
public makes
working with them more fulfilling and
E. Creates Trust within the Market
Place
Building trust with customers, potential
markets, and consumers is not easily
achieved overtime, however with proper
branding it can be easily reached and
accomplished. A well-planned
appearance and strategized branding
help the
company to build trust among consumers
F. Branding Supports Advertising
Advertising is one element of branding
and advertising techniques mirror the
brand and its anticipated image you want
the public to capture. A properly
branded product or service can easily
match organized and interesting
advertising strategies that coincide with
your branding goals and objectives.
Branding supports and compliments advertising
What are the
Characteristic of a Good
Brand Name?
How to Brand Products or
Services?
Developing your brand is like a journey
of making a difference in business
world. There are essential factors to
consider in creating your own brand. To
brand a product or a services, at the
very least, then you have to answer the
following questions:
1. What is your company’s mission?
The company’s mission serves many purpose. It defines
its culture, values, ethics, objectives, and ultimate
goals. It imparts “WHO” the company is. ([Link]
Mission Statement, “We are in business for our
customers, shareholders and employees. We shall
deliver creatively innovative products and cross-sell the
BDO Uniband Group’s services supported by
procedures, systems and processes which will ensure
utmost customer satisfaction.)” This mission statement
serves as the identity of the company.
2. What are the benefits and
features of your products or
services?
Essential characteristics of products or
services offered are clearly evident for
the benefits of the customer. This allows
the customer to know “WHAT” the
product or service does. The benefits
and features should be always for
customer’s benefits and satisfaction.
3. What do your customers and
prospects already think of your
company? Don’t think about what you
think but rather know about what they
think. Focus and start from the needs of
your market, hence you are answering
“HOW” you care. If markets known, you
from a service oriented company don’t offer
them a product instead provide them
something they need.
4. What qualities do you want
customers to perceive about your
company?
Customer perception regarding the
image of the company is very important
because the personality and identity
depend upon them. Your company is a
promise to your customer. Thus, answer
“WHY YOU EXIST”.
A brand personality is a set of human
characteristics that makes you human
in the eyes of your customer. By having this
set of attributes it increases brand loyalty and
equity. Having a well-defined personality, you
are giving reason customers to conclude you
are the one for them. This personality is a
value-added feature that brand gain in
addition to each purposeful benefits. Below is
a mind map
of brand personality that can be of great help