Teodoro M.
Luansing College of Rosario
SENIOR HIGH SCHOOL DEPARTMENT
Name of Teacher: Cristine C. Bathan Reference: Entrepreneurship
Subject: Entrepreneurship Author: Divina M. Edralin
Academic Year: 2020-2021 Topic: Branding
Semester: First Quarter: 1 Pages: 86-87
Duration: 4 days Module: 4
CONTENT STANDARD
The learners demonstrate an understanding of environment and market in one’s locality/
town.
PERFORMANCE STANDARD
The learner independently creates a business vicinity map reflective of potential market
in one’s locality/ town.
CODE: TLE_ICTAN11/12EM-Ia-1
I LEARNING OBJECTIVES
1. Define branding
2. Identify the characteristics of a good brand name
3. Understand the elements and functions of brand
II INTRODUCTION
A brand combines dimensions that differentiate the offering in some way from other
offerings designed to meet similar need. These variations may be functional, rational, or
tangible- related to the product’s performance.
III DISCUSSION
Branding
According to Canon, Perrault and McCarthy (2008), branding means “the use of a name,
term, symbol, or design- or a combination of these- to identify a product.” It encompasses the
use of brand names, trademarks and practically all other means of product identification.
Therefore, branding is providing products and services with the power of brand. Branding is all
about making differences.
To brand a product, it is essential to teach consumers “who” the product is- by giving it a
name and using other brand elements to help identify it- as well as “what” the product does and
“why” consumers should care. Branding involves developing mental structures ad assisting
National Rd., Brgy. Namunga, Rosario, Batangas, 4225 Philippines
Tel. No.: 0917-187-2929/ 043 781 1483
Email: luansingcollege@[Link]
Teodoro M. Luansing College of Rosario
consumers organize their knowledge about products and service in a way that simplifies their
decision making and, in the process, offers value to the firm.
Brand name is a verbal part of the brand that appears in words, letters and /or numbers.
Examples of this are: Air21; Datu Puti; Knorr; Downy; Mr. Clean; Dunkin Donuts; and Bench.
Brand mark is the part of the brand that appears in the form of symbol or design.
Trade mark is the legal term which includes only those words, symbols or marks that are
legally registered for use by a single company.
Elements of Brand
1. Name- it is the trademarked name in which the product is known. Examples are Close-
up, ASUS, Regatta, Uratex and Hanabishi.
2. Logo- is the visual symbol or image that will identify the product. Example is the check
mark for Nike.
3. Tagline- it is an optional catch phrase. Example is “We find ways” of BDO.
4. Visual Cues- aside from the actual logo, brand can be represented with distinctive visual
identifiers.
5. Shapes- pertains to the actual shape or form of the product. Example of which is the
shape of the bottle of Yakult and Coca-Cola.
6. Color
7. Sounds- Such as advertising jingles or even a very short intro sounds.
8. Scents- signature fragrances that may help to create distinctive atmosphere in their
premises.
9. Tastes- this includes special recipes or secret ingredients.
10. Generic category- the category in which the product will fall under.
Functions of Brand
National Rd., Brgy. Namunga, Rosario, Batangas, 4225 Philippines
Tel. No.: 0917-187-2929/ 043 781 1483
Email: luansingcollege@[Link]
Teodoro M. Luansing College of Rosario
1. It identifies the product or service.
2. It communicates messages.
3. It functions as a legal property.
Developing a Brand name
1. Develop the brand strategy.
2. Develop the creative theme.
3. Create the name.
4. Test the name.
5. Screen for trade mark availability.
Characteristics of a Good Brand Name
1. Short and simple.
2. Easy to spell and read.
3. Easy to recognize and remember.
4. Easy to pronounce.
5. Can be pronounced in only one way.
6. Can be pronounced in all languages (for international markets).
7. Suggestive of product benefits.
8. Adaptable to packaging/ labeling needs.
9. No undesirable imagery.
10. Always timely (does not go out of date)
11. Adaptable to any advertising medium.
12. Legally available for use (not in use by another firm)
13. Distinctive
14. Adaptive to new products that may be added to the product line.
NOTE: PLEASE WRITE YOUR ANSWERS ON A YELLOW PAD PAPER
IV. ENGAGEMENT
Directions. Explain the following.
1. What is the importance of having a brand for a product?
National Rd., Brgy. Namunga, Rosario, Batangas, 4225 Philippines
Tel. No.: 0917-187-2929/ 043 781 1483
Email: luansingcollege@[Link]
Teodoro M. Luansing College of Rosario
2. Differentiate brand name from trademark name.
3. How can a brand communicate messages to the customers?
___________________________________________________________________________
V. ASSIMILATION
1. Give at least 10 existing products and identify their brand name, brand mark, and tagline.
___________________________________________________________________________
2. You are to market “cup cakes” in your area, develop a brand name, brand mark, and
tagline.
___________________________________________________________________________
National Rd., Brgy. Namunga, Rosario, Batangas, 4225 Philippines
Tel. No.: 0917-187-2929/ 043 781 1483
Email: luansingcollege@[Link]
