What is Beneath the Brand?

Successful product and company may have been created by certain magic, but it is quite possible to develop names that are dynamic. Effectiveness and full leverage of a certain brand has the potential if you have the right process in place. A process wherein insightful, logical and focused will lead to a name that creates a powerful component as part of the brand strategy.

To make our decisions justifiable we have to consider some of impact a brand name should possess.
• ability to achieve distinction from others
• global difference or simply “be different”
• established a unique positioning platform
• a memory retention between the product and the user
• provide a deepwell of marketing and advertising image
• completely dominate a category

When naming a product be unique and the process to customized them should be carefully researched and introduced well. We make sure that all aspects of a work plan are designed to complement the branding project, corporate culture, approval process and timeframe.

Whether we are developing product or company names, these teps should be considered and will help us to create a powerful and lasting brand.

• Competitive Analysis – the quantity of tone and strength of the company’s competitiveness will help in naming and deciding what position, name and brand will be used for the product.
• Positioning – creating a specific position that will be effective for the product.
• Name/brand development – to apply the positioned strategy to figure out what do we intend marketing, branding and advertising do for the product.
• Trademark – prescreening names in order to feel confident that exclusivity of the product name is committed to the company.
• Creative/Testing – production of creative support materials enough to flesh-out potential names and market research testing is appropriate.
• Name and Tagline – a well defined positioned strategy are the outcome of out process.
A marketing strategy that will make our product available to all household consumers, micro and macro distribution channels nationwide. With these programs our product will have a grasp of the existing shares of our competitors. Truly it will be a challenge for us but the opportunity lies on these challenges.

A full advertising campaign visible to all targeted market. The advertising campaign would aide our distribution channels in educating the market on the availability and presence of our products. The campaign will directly trigger increase of sales and product visibility.

We try to develop related products that can carry directly on indirectly our pasta. The idea of creating packaged food products like pasta sauce can give a boost in product sales increases.

To maximize potentials of the pasta business, management should try the concept of creating various shapes, sizes and color of pasta. The trend of introducing ribbon type shaped pasta, star shaped, vegetable taste and other varieties will have a distinction to its competitors as pioneers to introduce such ideas.

To achieve excellence, management should develop a system of continuous research and development of the product, proper marketing strategies and extensive distribution channel imposed by the company.

• “Branding is the art and cornerstone of Marketing” - Mr. Philip Kotler.

• A brand is a name, term, sign, symbol, or design, or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from competitors.

• A brand is essentially the promise to consistently deliver a specific set of features, benefits and services to the buyer.

• The proprietary visual, emotional, rational and cultural image that we associate with a company or product.

This article on Beneath the Brand was written by Rokai Kolam.

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