How do businesses use the 4 Ps for branding?

By A. Kissajikian

​Imagine you’ve come up with a great product, and now you want everyone to know about it. But where do you start? That’s where companies start their own journey, using the 4 Ps of marketing—product, price, place, and promotion. These four essentials have been used to help build brands, sell products, and connect with customers.

Product: Making Something People Want
Think about the first iPhone — Apple created a product that didn't just make calls; it changed how people communicated, entertained themselves, and even navigated the world. Apple focused on making the iPhone user-friendly and beautifully designed, creating a need for people to buy it.

To make their product stand out, businesses need to figure out what makes it unique and how it helps people. For example, if a company creates a new eco-friendly water bottle, they might highlight that it’s reusable, made from sustainable materials, and perfect for people who care about the environment. By making products that align with what their target customers value, brands build a strong connection with their audience. We call this the Unique Selling Point, which is what makes the product original and one that people would want to buy.

Price: Setting the Right Cost
Price is more than just numbers on a tag; it’s a statement about the brand. Setting the price can influence how customers perceive the product. If it is too cheap, people might think it is low quality. If it is expensive, people see it as a luxury. Take Starbucks as an example—they charge more for a coffee than a local café, but people are willing to pay because they see it as an experience, not just a drink.

Companies often decide on prices based on how much customers will pay, competitor prices, and production costs. A brand like Uniqlo keeps prices affordable without sacrificing quality. They buy materials in bulk and streamline production, which means they can sell high-quality clothes at lower prices. By doing this, Uniqlo has built a brand that’s accessible and well-loved worldwide. But they have also to consider the market as a whole: what are other brands selling, what is different in their company that might help them raise their price? Thinking about these questions help the brand to increase their prices and not reduce the quantity demanded for the product. 

Place: Being Where Your Customers Are
“Place” is all about where customers can find the product. Brands must know where their audience likes to shop. For instance, luxury brands like Dior or Gucci are available in high-end stores like Neiman Marcus, while Nike products are everywhere, from flagship stores to online platforms. Where a brand decides to sell its products also affects its image. A luxury brand wouldn’t sell in a discount store because it would hurt its reputation.

In today’s world, brands use online platforms, too. Many brands, like Nike, have websites and apps where customers can browse and buy anytime. Making products easy to find and buy helps brands reach more people and build loyalty. Place is an aspect that companies have to think about a lot. The “right place” will spread the message that the company wants, their values, and much more. 

Promotion: Getting the Word Out
Promotion is how companies tell the world about their products and make people excited to buy them. Think of Nike’s “Just Do It” slogan—it’s not just a phrase; it’s a powerful message that connects with athletes and fitness fans around the world, encouraging people to aspire to be what they see on screen. Companies use advertising, social media, celebrity endorsement, and even events to promote their products and show off what makes them unique.

A great example is Coca-Cola’s campaign: the company invests a lot of time to produce advertisements that are able to evoke feelings from the audience. Their iconic campaign “Share a Coke” as well as personalised bottles with popular names encourages consumers to find the bottle with their name or of someone who they care about. 

Why do the 4 Ps matter?
Using the 4 Ps helps businesses build a consistent brand. When a brand knows its product, chooses the right price, picks the best places to sell, and has a strong promotion plan, it can connect with its target audience and make a lasting impression on them.