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    Entrep - Branding

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    Dorie Mina
    This document discusses branding strategies for businesses offering multiple products. It outlines two approaches: [1] The umbrella brand approach where all products carry the same brand name but with different types and models. [2] The house brand approach where each product has a separate brand name to distinguish it while avoiding problems with one affecting the others. It also discusses branding extension strategies like line extensions, where an existing product is modified resulting in new products in the same category, and product extensions, where a new product carries the brand name into a new category. The document assigns students to collect magazine examples of the different branding approaches and design a creative presentation.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Entrep - Branding

    Uploaded by

    Dorie Mina
    45 views13 pages
    This document discusses branding strategies for businesses offering multiple products. It outlines two approaches: [1] The umbrella brand approach where all products carry the same brand name but with different types and models. [2] The house brand approach where each product has a separate brand name to distinguish it while avoiding problems with one affecting the others. It also discusses branding extension strategies like line extensions, where an existing product is modified resulting in new products in the same category, and product extensions, where a new product carries the brand name into a new category. The document assigns students to collect magazine examples of the different branding approaches and design a creative presentation.

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    ENTREP - BRANDING

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    This document discusses branding strategies for businesses offering multiple products. It outlines two approaches: [1] The umbrella brand approach where all products carry the same brand name but with different types and models. [2] The house brand approach where each product has a separate brand name to distinguish it while avoiding problems with one affecting the others. It also discusses branding extension strategies like line extensions, where an existing product is modified resulting in new products in the same category, and product extensions, where a new product carries the brand name into a new category. The document assigns students to collect magazine examples of the different branding approaches and design a creative presentation.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    45 views13 pages

    Entrep - Branding

    Uploaded by

    Dorie Mina
    This document discusses branding strategies for businesses offering multiple products. It outlines two approaches: [1] The umbrella brand approach where all products carry the same brand name but with different types and models. [2] The house brand approach where each product has a separate brand name to distinguish it while avoiding problems with one affecting the others. It also discusses branding extension strategies like line extensions, where an existing product is modified resulting in new products in the same category, and product extensions, where a new product carries the brand name into a new category. The document assigns students to collect magazine examples of the different branding approaches and design a creative presentation.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    BRANDING

    DORIE MINA
    BRAND
     Refers to the name, design, color, symbol, quality,
    features, or a combination of these elements that make
    the product separate and distinct from similar products of
    the competitors.
     Branding has been considered as another marketing
    strategy of product positioning. Consumers sometimes
    become more familiar with the brand name than with the
    product itself.
    BRANDING STRATEGY
    - Starts with the formulation of a brand name for the first
    single product that the business intends to make. The
    situation becomes more complicated when the business
    starts to offer an additional product. Though most
    entrepreneurial endeavors engaged in manufacturing start
    with a single product, they eventually add a new product
    line in response to new entrepreneurial opportunities. When
    this happen, will all the products carry one brand name or
    will each product carry a distinct and separate brand?
    A. UMBRELLA BRAND APPROACH
    - All products of the business carry the same brand
    name but with different types and models.
    - The umbrella brand strategy helps the business
    introduce new product lines more easily and receive a
    similar favorable response from the consumers who
    appreciated the company’s other products.

    Example: Car Company like Honda, Toyota, Mitsubishi etc.


    B. HOUSE BRAND APPROACH
    Every product of the same business has a separate
    brand name that distinguishes it from the rest of the
    company’s products.
     In this approach, the problems and negative
    perception about one product will not affect the
    other products. The consumers may not even be
    aware that the different products are produced by the
    same business.
    BRANDING EXTENSION
    STRATEGY
    The level or degree of the consumers’ perceptions or reactions
    to a brand is technically known as brand equity. When the level
    is high or when the perception of the consumers is favorable to
    the brand, the brand equity is considered positive. This indicates
    that the product has a strong brand name in the market. The
    reverse scenario happens when the brand equity is considered
    negative. Entrepreneurial ventures with high positive brand
    equity are capitalizing on such concept. This branding strategy
    is usually called branding extension strategy.
    A. LINE EXTENSION APPROACH

    The existing product has been altered or modified


    resulting in a new product or more products without
    eliminating the original product. The new additional
    product must be within the same category.
     The modification or change may be in the form of flavor,
    ingredients, mechanical parts, size, or usage. Usually, it is
    due to the existence of a new promising target market that
    the existing product line is modified.
    B. PRODUCT EXTENSION APPROACH

    A new product carries the brand name in a new


    category. The new or added product appears to be
    totally different from the old or existing product line.
    ASSIGNMENT:

    1. Cut out from old magazines at least 2


    examples of each Branding Approaches.
    2.Paste your collected pictures in short bond
    paper.
    3. Design your work creatively.
    4.To be submitted on Dec. 10, 2019.

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