Actually, this is exactly what we want product branding to do for us

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A Strong Product Brand (or Sub-brand) Narrows Itself to a Submarket Let’s go deeper down the rabbit hole of Pepsi products. When you see Pepsi Zero Sugar, you know pretty quickly what’s going on there, too (spoiler alert: there’s no sugar). At first glance, people might think this is bad. It will certainly limit sales. Kids don’t want it, and neither do people who don’t like artificial sweeteners.


The branding itself shrinks the target audience down to a specific submarket. So Pepsi Zero peru telegram database Sugar is actually a great product brand. It instantly shrinks its market down to only those people who want sugar-free soft drinks that taste (sorta) like Pepsi. 3. A Strong Product Brand Illustrates the Product Lastly, the best product branding gives consumers an instant idea of what’s in the packaging.


The name, the logo, and the packaging imagery all work together here. Take Ruffles potato chips. Ruffles could be a clothing or fabric brand, but the packaging shape and the imagery on it make it clear that we’re dealing with potato chips. And once those elements put the consumer mindset into chip territory, it’s pretty clear what Ruffles means about the chips themselves. The catchphrase “Ruffles Have Ridges” drives out any chance of misunderstanding, too.