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A product is anything that’s manufactured for sale to consumers. A product brand is the distinct value of a specific product in the minds of consumers; the product is different from and better in some way than something else the consumer could spend money on. The purpose of branding a product is to

 Differentiate it from competing products

 Make it easily recognizable

 Increase loyalty among consumers

 Compel consumers to pay more for the product

The focus of product branding is differentiation — making the product stand out in the marketplace. You build a product brand through product development, packaging, and messaging — everything that contributes to the consumer’s perception of the product.

Although corporate brands are slow to build and slow to change, new product brands can be developed quickly and often undergo rebranding.