Product Branding (DP IB Business Management): Revision Note

Aspects of branding

• Branding is the process of creating a unique and identifiable name, design, symbol, or other feature that differentiates a product/service or company from its competitors

• Branding is a strategic tool that helps businesses create awareness, develop strong customer relationships, generate loyalty, and establish a perceived value that sets them apart from competitors 

Types of branding

• Through consistent and effective branding efforts, companies can build a strong brand presence, cultivate customer loyalty, and achieve sustainable business growth

Manufacturer/corporate branding

• This refers to the use of a company name or logo to promote all the products or services offered by the company

• This type of branding is used by companies like Nestlé, Nike, and Apple

Evaluation of corporate branding

Product branding

• This refers to the use of a unique name, design, or symbol to promote a specific product

  • E.g. KitKat, Coca-Cola, and McDonald's Big Mac

Evaluation of product branding

 Own brand product

• Own brand or private label branding refers to the use of a retailer's name to promote a specific product or service and is often used by supermarkets

  • E.g. ASDA chocolate, Tesco's Finest range, and Sainsbury's Basics range

Evaluation of own brand products

• Brands can be built using any one, or a combination of the following methods:

  • By developing unique selling points (USPs)

  • Through advertising

  • Through sponsorship

  • Through the use of social media

Examples of the way brands have been built

• Unique selling points (USPs)

  • USPs are features that make a product or service stand out from competitors

  • Highlighting these in marketing helps build brand reputation and recognition

    • E.g. Apple’s sleek, innovative design and use of quality materials set it apart. The brand is known worldwide for its premium design focus

• Advertising

  • Advertising raises brand awareness and helps create an emotional connection with the audience

  • A strong ad strategy can boost brand loyalty and clearly communicate value

    • E.g. Coca-Cola has built its brand through iconic campaigns like "Share a Coke," which encouraged personal connection and drove sales

• Sponsorship

  • Partnering with events, individuals or organisations increases exposure and links the brand with positive values

  • It builds credibility and enhances the brand image

    • E.g. Nike sponsors major sports events and athletes, including the Olympics and World Cup, positioning itself as a brand that champions performance and excellence

• Social media

  • A strong social media strategy helps brands connect with audiences and build loyal communities

  • Regular engagement and user-generated content can boost trust and visibility

    • E.g. Glossier uses Instagram to engage followers and share content from real customers, helping to grow a loyal brand community

• Emotional branding

  • This approach builds deep customer loyalty by aligning with their values and emotions

  • It’s about more than the product—it’s about meaning and connection

    • E.g. Brands like Patagonia and TOMS focus on environmental and social causes, attracting customers who care about ethical impact

The Importance of branding

• Strong branding can provide several benefits to a business