Let’s dig deeper into Pepsi products. When you see Pepsi Zero Sugar, you also quickly know what’s going on ( spoiler alert: there’s no sugar).
At first glance, people might think this is bad. It will certainly limit sales. Children don’t want it, and neither do people who don’t like artificial sweeteners.
This is exactly the function of product branding, it narrows the target audience to a specific submarket.
So Pepsi Zero Sugar is actually a great brand of product. You instantly narrow your market down to just those people who want sugar-free sodas that taste like Pepsi.
3. Strong Product Branding illustrates the product
Finally, the best product branding gives special database consumers an instant idea of what’s in the package. The name, logo, and packaging images all work together here.
Look at Ruffles potato chips (chips again!), it could be a clothing or fabric brand, but the shape of the packaging and the images make it clear that we are dealing with potato chips!
And once those elements put the consumer mindset into chip territory, it becomes pretty clear what Ruffles means about the chips themselves.
The slogan “Ruffles Have Ridges” also eliminates any chance of misunderstanding.
What are some examples of successful product brands?
We already showed you some examples use of multiple channels of successful product branding in the previous section. Here are a few more to get your creative juices flowing .
Apple: MacBook Air / Pro
Any post or article anywhere that talks south africa numbers about big brands will include Apple for all the obvious reasons: they make tons of money and we all want their products .
But what about the product brand? The company has had many successes, but also some failures along the way. MacBook Air and MacBook Pro are fantastic, let’s see why:
- The ” book ” part (along with the product design and packaging) makes it clear that you are purchasing a laptop.
- ” Air ” suggests thin and light (and the rest of the branding matches).
- ” Pro ” suggests a professional-level device, probably with a higher price tag.
- Finally, ” Mac ” tells us that it is a Mac, not a PC.
And those are just the words. Product images, advertising slogans, etc. reinforce all the above points and also create additional interest.
Equate: Anything and Everything
It seems contradictory, but we can explain it, Equate is Walmart’s generic brand for pharmaceutical and health and beauty products.
The packaging is not interesting. The logo design is not interesting either. At first glance, you might expect it to be on a list of “bad product brands.” But look closely and think about the branding goals of this product.
It exists to tell consumers, “ This is a cheaper, yet reliable alternative .” And by using a consistent product branding approach, Walmart has certainly succeeded here.
Consumers instantly recognize Equate products, even if they don’t exactly spark joy. The brand differentiates the products and narrows down to a submarket.
Starbucks: Packaged Coffee
Starbucks is another successful brand that we instantly recognize. Its personalized coffees undoubtedly base their success on the branding of the product.
They are primarily differentiated from other coffee shops through the connection that customers have with the Starbucks brand. Consumers know what value they are getting: excellent coffee with plenty of flavor and prestige.
Summary: How to achieve good results with Product Branding?
We hope this article puts you on the path to creating your own product branding, one that will be successful in your particular market or submarket. Of course, there is always more to learn!
If you want to delve deeper into product branding strategies, including brand positioning and content experiences as a category, download our ebook The Ultimate Guide to Content Creation for B2B Companies right now and learn all the secrets on the topic.
