Lesson 4: Developing Developing Developing The Brand The Brand The Brand

LESSON 4
DEVELOPING
THE BRAND
REPORTERS
AI R A MAE
PRINCESS
PAGULAYAN

RASHANA OSTAN
ENERGIZER
GUESS THE GIBBERISH!
the bee lope
tea BRA END
STRAIGHT EDGY
ANSWER:
DEVELOP THE
BRAND
STRATEGY
THE BEE LOPE
DUH GREAT THIEVE
TEAM
ANSWER:
DEVELOP THE
CREATIVE
THEME
GREAT DONE AIM
ANSWER:
CREATE THE
NAME
TASTE DONE AIM
ANSWER:
TEST THE NAME
IS CRANE FOUR
THREAD MARK
ADVAIL A BILL TEA

ANSWER:
SCREEN FOR
TRADEMARK
AVAILABILITY
LESSON 4
DEVELOPING
THE BRAND
AT THE END OF THIS TOPIC, THE STUDENTS WILL:
know the steps involved in developing a
1
brand; and
2 be able to const ruct vi able brand
concepts
WHAT ARE THE
WHAT ARE THE
THINGS YOU NEED TO

THINGS YOU NEED TO

DO IN ORDER TO COME
DO IN ORDER TO COME

UP WITH A POWERFUL
UP WITH A POWERFUL

BRAND?
BRAND?
A well-designed brand strategy can help to enhance a product's
chances of being accepted by the market and of surviving for the
long term. But you cannot just plug in the first words that come to
mind and scribble an ad hoc logo to go with. The following is a
recommended process for building up a new brand.
First of all, the brand is a trade name. It is not (necessarily) the
business name. When a new business is being set up, the Department
of Trade and Industry (for single proprietorships) or the Securities and
Exchange Commision (for partnerships and corporations) will ask that
the new entity be registered under a new business name. The DTI has
strict rules about what names are acceptable, while both the DTI and
the SEC require that the business name be reflective of the type of
business that will be pursued.

This, however, is just for the business
name. Again, it is not (necessarily) the name
by which consumers will know the products
and services of the business. That would be
the trade name. Consumers, for instance,
may be very familiar with Clear Shampoo
(trade name), but most consumers will
probably not even know that the company
which makes this is Unilever (business
name). For most intents and purposes, they
may not even need to know this unless they
need to contact the business for product
issues.
Trade names are registered via the Intellectual Property Office
(IPO) of the Department Trade Industry. The business needs to identify
the industry categories for which proposed trade name shall be filed
according to the International Classification of Goods and Services
(NICE Classification) and check if the proposed trade name has not yet
been taken. If it is still available, then the trade name along with its
proposed logo can be registered. The trade name will then be legally
owned by the company, at least under the classifications in which it
has been filed. Other companies, however, can still use the trade name
for other industry classes (e.g., you may legally own the Thundercat
brand of cosmetics, even if there already exists a Thundercat brand of
cat food).
But even before you proceed to the trade name registration, quite a
few things must first be done (Joachimsthaler 2000).

3
STEP 1. Develop the Brand Strategy
3
STEP 2. Develop the Creative Theme
3
3 STEP 3. Create the Name
3
3 STEP 4. Test the Name
3 STEP 5. Screen for Trademark Availability

STEP 1. Develop the Brand Strategy
Before you even contemplate on what the
brand name should be, you must first have a
good understanding of the business model
that the brand will be representing.

Product information. This
information will help in the selection
of viable brand names and imagery,
ensuring that the selections

will still be a good fit even
for future products.
Market information. Knowing
this will help in the formulation
of brand communications along
with the building of the brand
personality.
Trademark criteria
Should the name be short or should
it be expository? Should it have a
distinctively Filipino flair and

should it be more global in
nature?
Trademark criteria . Knowing these details will help in
narrowing down the search process for viable
trademarks. This is also where you list down target
geographical areas for the brand–will it just be a local
market, ASEAN, 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
STEP 2. Develop the Creative Theme
This step is all about building up the look
and feel of the brand.

Take note: the actual brand itself has yet to be decided upon but this
step is necessary in order to build up the “house” of standards in which
the eventual brand will reside in.

Brand personality
Inferences and connotations
Color palette and style sheets
Fonts
Visual cues
Acceptable uses and materials
Retail placement
Brand personality. If the brand was a person, what
would be its personality? Again, this takes off from the
information that has been gathered about the target
market.
Inferences and connotations. What imagery, words,
and meanings should the brand connote or refer to?
These can be best addressed by asking the right
questions: “If this product is a car, what brand will it be?”
“If this product is a celebrity, who will it be?” “What kind
of scenery should the brand connote?” Executed
properly, these inferences would be part and parcel of
the brand identity.

Color palette and style
sheets.
You may try doing brand designs
yourself, but it is not advisable as
today’s markets have become
increasingly sophisticated and
expect a certain level of polish
from brand presentations.

Font. Fonts are the letter 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 characteristic and
can have an effect on the overall response to
branding efforts.
Retail placement. Specify locations and ideal shelf
placement at retail areas (via a “plan-o-gram” or
diagram of shelf location vis-a-is other products).

STEP 3. Create the Name
Finally, after all the groundwork has
been laid, it is now time to create

the actual brand name.
Keep it short.
Make it easy to pronounce
and remember.
It should translate well in
target markets.
Brand names can be;
Eponyms
Descriptive
Abbreviations or Portmanteaus
Symbolic or image-driven
Synthetic
Brand names can be:
Eponyms, names of people such as the founders
or even historical people

Brand names can be:
Descriptive, connoting something about the product itself
or its benefits, such as Head & Shoulders for an anti-
dandruff shampoo or Chowking for Chinese quick service
food.
Brand names can be:
Abbreviations or portmanteaus, the latter referring to
the combination of words to make a new word.
PAtsy, PEggy, MEldy, RObert, TIna Adolf "Adi" Dassler

Brand names can be:
Symbolic or image-driven, to represent their
business or brand, to make advertising materials
easier to read and understand, and to distinguish
specific brands.
Brand names can be:
Synthetic, which means that the brand name is not
a dictionary word but is instead an invented one

But how do we
create synthetic
brands?
Today, the way to go is to create synthetic brands.
First, since you simply invented the name, then there is
a good chance that you can still get the web URL for
it (because all the dictionary words have already been
taken as websites). Second, you have a better chance
that it will be available as a trade name (again, since all
the good dictionary names have already been taken).
Lastly, there is a good chance that your synthetic
brand will also be available in foreign countries, and
hopefully have no negative connotations there as well.

STEP 4. Test the Name
This step is all about testing your selected
brand name and its impact and signifiers to
your target market.

STEP 4. Test the Name
Apply your proposed brand name to your
creative theme. Next create a mockup of your
product, applying your proposed branding to its
label or signage. Find a few people who are
representatives of your target market and test
your brand imagery with them.

Step 5. Screen for Trademark Availability
Finally, if your proposed brand passes the test
marketing, you will need to make sure that it is
actually available at the Intellectual Property
Office.
If you are going global, you will also have to find
a way to ensure that your trademark is also still
available in the countries that you are targeting.

What if you want to keep
your selected brand name
but it is already taken in a
foreign market?
TWO POSIBBLE RESOURCES:

1. Try to buy out the foreign brand
owner.
2. Register different brand name

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LESSON 4

ADVAIL A BILL TEA

know the steps involved in developing a

2 be able to const ruct vi able brand

THINGS YOU NEED TO

chances of being accepted by the market and of surviving for the

mind and scribble an ad hoc logo to go with. The following is a

recommended process for building up a new brand.

First of all, the brand is a trade name. It is not (necessarily) the

of Trade and Industry (for single proprietorships) or the Securities and

Exchange Commision (for partnerships and corporations) will ask that

business that will be pursued.

name. Again, it is not (necessarily) the name

by which consumers will know the products

and services of the business. That would be

the trade name. Consumers, for instance,

may be very familiar with Clear Shampoo

(trade name), but most consumers will

probably not even know that the company

which makes this is Unilever (business

name). For most intents and purposes, they

may not even need to know this unless they

need to contact the business for product

(IPO) of the Department Trade Industry. The business needs to identify

according to the International Classification of Goods and Services

owned by the company, at least under the classifications in which it

brand of cosmetics, even if there already exists a Thundercat brand of

few things must first be done (Joachimsthaler 2000).

3 STEP 5. Screen for Trademark Availability

Before you even contemplate on what the

brand name should be, you must first have a

good understanding of the business model

that the brand will be representing.

information will help in the selection

of viable brand names and imagery,

ensuring that the selections

this will help in the formulation

of brand communications along

with the building of the brand

it be expository? Should it have a

distinctively Filipino flair and

narrowing down the search process for viable

trademarks. This is also where you list down target

geographical areas for the brand–will it just be a local

market, ASEAN, or global?

must be accomplished in the minds of

the markets will help in the development

of the brand’s creative

This step is all about building up the look

and feel of the brand.

step is necessary in order to build up the “house” of standards in which

the eventual brand will reside in.

would be its personality? Again, this takes off from the

information that has been gathered about the target

and meanings should the brand connote or refer to?

These can be best addressed by asking the right

questions: “If this product is a car, what brand will it be?”

“If this product is a celebrity, who will it be?” “What kind

of scenery should the brand connote?” Executed