Product Branding: How to Start This Strategy to Boost Your Brand
Posted: Sun Dec 15, 2024 8:28 am
Product branding is an important strategy that helps consumers identify and differentiate one product from another. Businesses of all sizes can successfully implement it and reap its benefits.
The product itself has to be of quality, of course. But quality alone does not guarantee success. The best products in the world have something else on their side: the global branding of their products.
Product branding is an essential element to consider as part of a broader branding strategy because it gives your products a life and personality of their own.
Excellent product branding attracts customers and keeps them coming back.
A poorly crafted product brand, on the other hand, is confusing — at barbados email list 67672 contact leads best — and can even be off-putting, actively harming sales and awareness .
Let's discuss product branding together: what it is and how it can benefit your business. In this article we'll tell you:
What is Product Branding?
Is it worth investing in Product Branding?
What makes a strong product brand?
What are some examples of successful product brands?
Summary: How to achieve good results with Product Branding?
What is Product Branding?
It is the application of the principles of brand strategy to a specific item or product . It is the association of a symbol, name and design with a product to create a recognizable identity for that item.
Product branding can be deeply complex, with focus groups, multiple rounds of designs, etc. But it can also be as simple as designing a logo , choosing a name, and choosing a packaging color.
Corporate Branding vs. Product Branding
Product branding is a type of brand, but it differs in several key ways from the company's overall brand. Company branding remains static and should convey the full scope of a company's identity and may even hint at its values.
In parallel, a product brand is much more specific. It distinguishes a single product (or a family of products, such as Lay's potato chips) from competing products and other offerings from the same company.
Sometimes, the branding of the product is different from the branding of the company that manufactures it.
Let's stick with our previous example. Who makes Lay's potato chips? Ultimately, it's PepsiCo. But doesn't it feel a little strange to buy (let alone eat) Pepsi Chips?
Pepsi is already so strongly identified as a beverage product brand that it somehow contaminates the idea of the potato chip brand.
On the other hand, PepsiCo is still a popular, recognizable and well-positioned brand, so switching to something more generic (like Funtime Snacks and Drinks) would be a dangerous move.
So what is the solution? Product Branding.
PepsiCo can make potato chips, granola bars and breakfast cereals all day long. But they have to do it with distinct product brand identities, and that's exactly what they do.
This chart illustrates the extent of this strategy across the world's largest brands. In some cases this was through acquisition, not through the branding of an organic product. But the principle applicable to marketing is the same.
The product itself has to be of quality, of course. But quality alone does not guarantee success. The best products in the world have something else on their side: the global branding of their products.
Product branding is an essential element to consider as part of a broader branding strategy because it gives your products a life and personality of their own.
Excellent product branding attracts customers and keeps them coming back.
A poorly crafted product brand, on the other hand, is confusing — at barbados email list 67672 contact leads best — and can even be off-putting, actively harming sales and awareness .
Let's discuss product branding together: what it is and how it can benefit your business. In this article we'll tell you:
What is Product Branding?
Is it worth investing in Product Branding?
What makes a strong product brand?
What are some examples of successful product brands?
Summary: How to achieve good results with Product Branding?
What is Product Branding?
It is the application of the principles of brand strategy to a specific item or product . It is the association of a symbol, name and design with a product to create a recognizable identity for that item.
Product branding can be deeply complex, with focus groups, multiple rounds of designs, etc. But it can also be as simple as designing a logo , choosing a name, and choosing a packaging color.
Corporate Branding vs. Product Branding
Product branding is a type of brand, but it differs in several key ways from the company's overall brand. Company branding remains static and should convey the full scope of a company's identity and may even hint at its values.
In parallel, a product brand is much more specific. It distinguishes a single product (or a family of products, such as Lay's potato chips) from competing products and other offerings from the same company.
Sometimes, the branding of the product is different from the branding of the company that manufactures it.
Let's stick with our previous example. Who makes Lay's potato chips? Ultimately, it's PepsiCo. But doesn't it feel a little strange to buy (let alone eat) Pepsi Chips?
Pepsi is already so strongly identified as a beverage product brand that it somehow contaminates the idea of the potato chip brand.
On the other hand, PepsiCo is still a popular, recognizable and well-positioned brand, so switching to something more generic (like Funtime Snacks and Drinks) would be a dangerous move.
So what is the solution? Product Branding.
PepsiCo can make potato chips, granola bars and breakfast cereals all day long. But they have to do it with distinct product brand identities, and that's exactly what they do.
This chart illustrates the extent of this strategy across the world's largest brands. In some cases this was through acquisition, not through the branding of an organic product. But the principle applicable to marketing is the same.