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A product brand is a set of unique qualities — including design, packaging, and advertising — that makes a consumer good easily recognizable and special in the minds of consumers. Product branding entails the following activities:

 Designing a recognizable and appealing logo (see Chapter 6)

 Coming up with a clever, catchy brand name (see Chapter 3)

 Establishing branding guidelines to ensure that all marketing has a consistent look and feel, and adjusting the guidelines to keep up with the times (see Chapter 6)

 Researching the market to better understand customers and competing products (see Chapter 3)

 Tailoring the message to appeal to different consumer demographics (see Chapter 8)

 Differentiating your product from competing products (see “Identifying or Creating a Niche Market” later in this chapter)

 Marketing/advertising via email, website, blog, social media accounts, podcasts, video, and so on (see Chapters 7, 12, and 13)