Sometimes, product branding even distances the product
Posted: Sat Dec 28, 2024 8:11 am
From the brand that makes it. Let’s stick with our previous example. Who makes Lay’s potato chips? Ultimately, it’s PepsiCo. But in what universe would you want to buy (much less eat) Pepsi Chips? Pepsi is already so strongly identified as a product brand that it pollutes the brand itself, in a way. Yet PepsiCo remains a popular and recognizable brand to the degree that changing to something more generic (like Funtime Snacks and Drinks) would be a perilous move.
The solution? Product branding. PepsiCo can make chips, hummus, granola bars and breakfast peru telegram database cereals all day long. However, they should do so under distinct product branding identities, and that’s exactly what they do. This graphic illustrates the scope to which the world’s biggest brands do this. And yes, in some cases this came about by acquisition, not by organic product branding. But the principle remains.
Is Product Branding Worth the Investment? Yes, absolutely: some level of product branding is worth the investment. Why? Because you want to sell more product! The purpose of product branding is to distinguish your product from the competition. You’re also creating or narrowing the market to exactly the people you want to reach. If you don’t invest anything at all into product branding, you’ll end up with a sea of bland, poorly defined products.
The solution? Product branding. PepsiCo can make chips, hummus, granola bars and breakfast peru telegram database cereals all day long. However, they should do so under distinct product branding identities, and that’s exactly what they do. This graphic illustrates the scope to which the world’s biggest brands do this. And yes, in some cases this came about by acquisition, not by organic product branding. But the principle remains.
Is Product Branding Worth the Investment? Yes, absolutely: some level of product branding is worth the investment. Why? Because you want to sell more product! The purpose of product branding is to distinguish your product from the competition. You’re also creating or narrowing the market to exactly the people you want to reach. If you don’t invest anything at all into product branding, you’ll end up with a sea of bland, poorly defined products.