What Is Product Branding? (Pros, Cons, Types & Best Examples)

For most of us, when we think about branding or brands, we think of companies.

Apple, Nike, Harley Davidson, Levi’s…

Yet often, the business brand under which a product lives, isn’t enough to be uniquely distinctive in the market.

You might be in the market for a new phone yet an “Apple Phone” might not have the distinction, relevance, capabilities, sense of novelty or social standing that the “iPhone Pro Max” would.

This is where product branding takes centre stage.

In this article, you’ll learn what product branding is, why it’s so effective as well as the pros, cons and best brand examples. 

For most of us, when we think about branding or brands, we think of companies.

Apple, Nike, Harley Davidson, Levi’s…

Yet often, the business brand under which a product lives, isn’t enough to be uniquely distinctive in the market.

You might be in the market for a new phone yet an “Apple Phone” might not have the distinction, relevance, capabilities, sense of novelty or social standing that the “iPhone Pro Max” would.

This is where product branding takes centre stage.

In this article, you’ll learn what product branding is, why it’s so effective as well as the pros, cons and best brand examples. 

What Is Product Branding? (Design vs Strategy, Pros vs Cons)

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What Is Product Branding?

Well the easy answer is that it’s the branding of a product, but you didn’t want a surface level answer did you?

So let’s dig into the bones a little.

Product branding is the discipline of actively building a positive reputation for a product. This type of branding focuses on the distinction of a product rather than a company. This is achieved by using effective positioning, distinctive brand assets and tailored brand messaging.

In other words, product branding, is exactly like branding… but for products.

Product Branding vs Corporate Branding

When you build a business, you want to build the reparation of that business so more people trust it and ultimately buy products or services from it.

Actively building the reputation of a business is known as corporate branding.

It helps businesses to stand out from other businesses in market and influences the decisions of the consumer to choose it over it’s competitors.

Actively building the reputation of a product is known as product branding.

Often the product brand leans on the brand equity (or reputation) of the business brand. The stronger the business brand, the greater the advantage for the product brand.

Most businesses put all their efforts into branding the business, missing out on the opportunity and advantage that product branding offers. 

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Why is Product Branding Important?

Although we don’t tend to think of specific products when we think of branding, chances are, many of your favourite brands are product brands.

Sprite

Air Max

MacBook Pro

Big Mac

Mustang

Photoshop

501’s

These are all examples of products that stand on their own as individual brands.

In most cases, the parent brand or corporate brand that sits above the product, is excluded when the product is referenced.

For example, most people don’t use the name “Adobe Photoshop”. It’s simply known as “Photoshop”.

Product Branding Pros & Cons

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