Branding Strategies

1. manufacturer branding;
2. reseller branding;
3. mixed branding; and
4. generic branding.
Manufacturer Branding

 Is a branding strategy in which the brand name for a product is

designated by the manufacturer.

Two alternative approaches

1. Multiproduct approach – referred to as blanket or family branding
strategy, uses the same brand name to cover a
group of products.
2. Multibrand approach – requires the firm to provide each product with a
distinctive name.
Reseller Branding

 Refers to the branding strategy of a firm which manufactures products but

sell them under the brand name of a reseller.
 An advantage is the shifting of promotional costs from manufacturer to
reseller.
Mixed Branding

 Refers to the use of the manufacturer and reseller brands in a product.

 It is expected that market segments attracted to the manufacturer and
to the manufacturer and to the reseller will patronize the mixed branded
product.
Generic Branding

 Is a branding strategy which lists no product name, only a description of

contents.
 This approach is applicable to rice, salt, sugar, and charcoal.
Packaging

 Refers to all activities involved in designing and producing the container

or wrapper for a product.
 The container or wrapper is the package.
Reasons for Packaging

1. It provides protection to products before and after they are in the

possession of the intended users.
2. It provides convenience to the user.
3. It provides safety.
4. It provides economy to both the seller and the user.
5. It allows sellers to effectively promote the product.
What Makes a Good Package

 Package must be made to assist in the marketing effort.

 Defective packaging may contribute to lost sales and product damage.
 Too much packaging, on the other hand, may be costly and will eat up
profits.
Labeling

 That part of the product which provides information about the product
and the manufacturer is called the label.
 It may be a part of the package, or a tag attached to the product.
Type of Labels

1. The brand label

2. The descriptive label
3. The grade label
4. The promotional label
Product Warranty

 One of the product components that attract customers to patronize a

product is the warranty, which is a statement explaining what the seller
promises about the product.
 It is actually a manufacturer’s written promise as to the extent of the
repair, replacement, or otherwise compensation for defective goods.