Entrep

Develop
a
Brand Name
What is brand name for you?
Brand name is a name that is given to a product by the company that

produces or sells it. It is a name, symbol, or other feature that
distinguishes a seller's goods or services in the marketplace. Your brand
is one of your greatest assets because your brand is your customers'
over-all experience of your business. Brand strategy is a long-term
design for the development of a popular brand in order to achieve the
goals and objectives. A well-defined brand strategy shakes all parts of a
business and is directly linked to customer needs, wants, emotions, and
competitive surroundings.
As more customers continue to differentiate
between emotional and experienced
companies, a brand may be the first step
forward in your competition instead of price
points and product features. The question is,
can you build a brand which truly talks to your
audience?
Branding is a powerful and sustainable

high-level marketing strategy used to create or
influence a brand. Branding as a strategy to
distinguish products and companies and to
build economic value to both customers and to
brand owners, are described by Pickton and
Elements
of
the
Brand
A brand is not just a name. Today’s brands are composites of
various elements including:
 Trade name: the trademarked name by which the product
is to be known and is registered through the Intellectual
Property office.
Examples: Coca-Cola, Google and Jolibee
Generic category: the category in which the brand would
fall under. The Intellectual Property Office requires that
brands explicitly specify the categories that would fall
under.
Examples: beverage, search engine and quick service
restaurant
 Logo: the visual symbol or image that will identify the
product. Logos are also registered alongside the trade
name.
 Tagline: an optional catch phase.
Example: BDO’s “We find ways”.
 Visual cues: aside from the actual logo, brands can also be
represented with distinctive visual identifiers.
Example: the red and green bands that wrap around the
outside of a Seven Eleven store.
 Shapes: the actual shape or form of the product or packaging,
such as the pinched contour of a bottle of Yakult.
 Colors: store is quickly distinguishable from afar.
Example: a Yellow Cab a yellow signs with black letterings.
 Sounds: examples are as advertising jingles, or even very short
intro sounds as those heard upon starting up a computer.
 Scents: have signature fragrances made that help to create
distinctive atmospherics in their promises.
Examples: establishments such as Rustan’s and the Shangri-La
Hotel
 Tastes: this includes special recipes or secret ingredients.
Example: Max’s distinctive fried chicken formulation.
Commo
nly Used
Brandin
g
Strategy
1. Purpose
"Every brand makes a promise. But in a market in which
customer confidence is little and budgetary observance is
great, it’s not just making a promise that separates one
brand from another, but having a significant purpose,"
(Allen Adamson)
How can you define your business' purpose? According to
Business Strategy Insider, purpose can be viewed in two
ways:
a. Functional. This way focuses on the assessments of
success in terms of fast and profitable reasons.
For example, the purpose of the business is to make
money.
Individual Feedback
2) Consistency The significant of consistency is to avoid things that don’t
Feedback
relate to or improve your brand.that focuses
Consistency on recognition,
aids to brand specific
group
which fuels members
customer loyalty. is individual
3) Emotion There should be an emotional voice, whispering "Buy me".
feedback.
This means you allow theThis feedback
customers have chance tomay
feel thataddress
they are part
of yourthe
brand. knowledge,
You should find ways skills, or
to connect more attitudes
deeply and a
emotionally with your customers. Make them feel part of the family and
group
use emotion member
to build relationships demonstrates
and promote brand loyalty. or
4) Flexibility Marketers should remain flexible to in this rapidly changing
displays. A good place to start is with
world. Consistency targets at setting the standard for your brand, flexibility
seven
allows you to adjustcharacteristics thatfromaffect
and differentiate your approach your an
competition.
individual’s ability to be an effective
group member (Larson & LaFasto,
1989).
5) Employee Involvement It is equally important for your
employees to be well versed in how they communicate
with customers and represent the brand of your product
6) Loyalty is an important part of brand strategy. At the
end of the day, the emphasis on a positive relationship
between you and your existing customers sets the tone for
what potential customers can expect from doing business
with you.
7) Competitive Awareness Do not be frightened of
competition. Take it as a challenge to improve your
branding strategy and craft a better value in your brand.
Brand names can be:
 Eponyms or names of people such as the
founders or even historical people. McDonald’s
for instance, refers to the name of the original
brothers who put up to first McDonald’s diners.
 Descriptive, connoting something about the

product itself or its benefits, such ad Head &
Shoulders for an anti-dandruff shampoo or
Chowking for Chinese quick service food.
 Symbolic or image-driven, such as Hidden Springs
brand of mineral water which connotes images of nature,
or Apple with its highly recognizable stylized bitten apple
logo.
 Synthetic, which means that the brand name is not a

dictionary word but is instead an invented one, such as
Lexus (there is no such word- at least for now) or
Neutrogena which again is an invented word. Note that
even when you invent your own brand, it helps to be
aware of the connotations that you would want to
reference to. Lexus, for instance, was selected primarily
because even if it is a made-up word, it still somehow
manages to connote luxury.
Abbreviations or portmanteaus, the latter referring to the combination of words
to make a new word, such as the Papemelroti brand which is a portmanteau of the
names of the founding family member, or Adidas which stands for founder Adolf “Adi”
Dassler. Abbreviations, such as CNN (Cable News Network) or IBM (International
Business Machines), are no longer advisable as these are difficult to recall and have no
inherent personality on their own.
Today, the way to go is to create synthetic brands. First, since you simply invented
the name, then there is a good that you can still get the web URL for it (because all the
dictionary names have already been taken as websites). Second, you have a better
chance that it will be available as a trade name (again, a good chance that your
synthetic brand will also be available in foreign countries and hopefully, have no
negative connotations there as well.

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Develop

Brand name is a name that is given to a product by the company that

Branding is a powerful and sustainable

 Descriptive, connoting something about the

 Synthetic, which means that the brand name is not a

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