10

TLE
Quarter 1 – Module 5:
Agricultural Crop Production
T L E– Grade 10
Alternative Delivery Mode
Quarter 1 – Module 5: Agricultural Crop Production
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall

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Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writer: Madeline D. Sarino
Editors: Jonathan L. Bayaton/ Mario A. Dejito Ed,D.
Reviewer: Eva May L. Baguio
Illustrator: Reynald M. Manzano
Layout Artist: Jefferd C. Alegado
Management Team: Senen Priscillo P. Paulin, CESO V Rosela R. Abiera
Fay C. Luarez, TM, Ed.D., Ph.D. Maricel S. Rasid
Adolf P. Aguilar Elmar L. Cabrera
Nilita R. Ragay, EdD
Antonio B. Baguio

Printed in the Philippines by ________________________

Department of Education –Region VII Schools Division of Negros Oriental

Office Address: Kagawasan, Ave., Daro, Dumaguete City, Negros Oriental

Tele #: (035) 225 2376 / 541 1117
E-mail Address: negros.oriental@deped.gov.ph
 10

TLE
Quarter 1 – Module 5:
Agricultural Crop Production
Introductory Message
For the facilitator:

Welcome to the (Technology Livelihood Education Grade 10) Alternative

Delivery Mode (ADM) Module on Develop a Brand for the Product !

This module was collaboratively designed, developed and reviewed by

educators both from public and private institutions to assist you, the
teacher or facilitator in helping the learners meet the standards set by the K
to 12 Curriculum while overcoming their personal, social, and economic
constraints in schooling.

This learning resource hopes to engage the learners into guided and
independent learning activities at their own pace and time. Furthermore,
this also aims to help learners acquire the needed 21st century skills while
taking into consideration their needs and circumstances.

In addition to the material in the main text, you will also see this box in the
body of the module:

Notes to the Teacher

This contains helpful tips or strategies
that will help you in guiding the learners.

As a facilitator, you are expected to orient the learners on how to use this
module. You also need to keep track of the learners' progress while allowing
them to manage their own learning. Furthermore, you are expected to
encourage and assist the learners as they do the tasks included in the
module.

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For the learner:

Welcome to the Technology Livelihood Education 10 Alternative Delivery

Mode (ADM) Module on Develop a Brand for the Product .

This module was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and
time. You will be enabled to process the contents of the learning resource
while being an active learner.

This module has the following parts and corresponding icons:

This will give you an idea of the skills or

What I Need to Know competencies you are expected to learn in
the module.

This part includes an activity that aims to

check what you already know about the
What I Know
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.
This is a brief drill or review to help you link
What’s In the current lesson with the previous one.

In this portion, the new lesson will be

What’s New introduced to you in various ways; a story, a
song, a poem, a problem opener, an activity
or a situation.
This section provides a brief discussion of
What is It the lesson. This aims to help you discover
and understand new concepts and skills.

This comprises activities for independent

practice to solidify your understanding and
What’s More
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.
This includes questions or blank
What I Have Learned sentence/paragraph to be filled in to process
what you learned from the lesson.
This section provides an activity which will
What I Can Do help you transfer your new knowledge or
skill into real life situations or concerns.
This is a task which aims to evaluate your
Assessment level of mastery in achieving the learning

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 competency.
In this portion, another activity will be given
Additional Activities to you to enrich your knowledge or skill of
the lesson learned.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

References This is a list of all sources used in

developing this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any
part of the module. Use a separate sheet of paper in answering the
exercises.
2. Don’t forget to answer What I Know before moving on to the other
activities included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your
answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through
with it.
If you encounter any difficulty in answering the tasks in this module, do
not hesitate to consult your teacher or facilitator. Always bear in mind
that you are not alone.

We hope that through this material, you will experience meaningful

learning and gain deep understanding of the relevant competencies.

You can do it!

iv
 What I Need to Know

This module was designed and written with you in mind. It is here to help
you master the nature of Agricultural Crop Production. The scope of this
module permits it to be used in many different learning situations. The
language used recognizes the diverse vocabulary level of students. The
lessons are arranged to follow the standard sequence of the course. But the
order in which you read them can be changed to correspond with the
textbook you are now using.

Content Standard
The learner demonstrates an understanding of branding and develops a
brand for their business idea.

Performance Standard

The learner independently generates a brand for their business idea.

Learning Competency TLE_EM9-12-IVO-4

LO 4. Develop a brand for the product

4.1 Identify the benefits of having a good brand.

4.2 Enumerate recognizable brands in the town/province.

4.3 Enumerate the criteria for developing a brand.

4.4 Generate a brand that is clear and follows the techniques of

generating a brand

The module has one lesson

• Lesson 1 – Develop a brand for the product

After going through this module, you are expected to:

1. Explain the benefits of having a good brand.
2. Identify the recognizable brands in the town/province; and
3. Create a brand following the techniques of generating a brand

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 What I Know

Direction: Match column A in column B. Write the letter of the correct answer in
your quiz notebook.

Column A Column B

____1. Logo a. craft your tone to match your

____2. Brand brand's personality.

____3. Document b. is the most efficient way of

introducing your brand to the world
____4. Language
c. what can make or break a brand
____5. Advertise identity.
____6. Social Media d. creates a set of brand guidelines
____7. Connection & Emotion that document all the do's and
don'ts of your brand.
____8. Consistency

____9. Template e. will give your business a more

____10. Color & type unified, credible, and professional
look and feel.

f. a way to enhance your identity

g. defined as a name or a type of

product manufactured by a particular
business.

h. it is a vital element in the

branding process
i. people love stories that move them
emotionally and to action.

j. Another great way to establish a

connection with your consumers

k. can be beneficial to better

understand your brand

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Lesson Develop a Brand for the
1 Product

What’s In

Direction: Find in the box the 5 words that will help you develop a brand
identity

A B C L O G O D E F G A

H V I J K L M N O A P D

A B A C D E F G U M N V

V C R L E H D D G I K E

O E F G U L I M N E D R

I D G L M E M T Y U I T

D H F K N S F H J K L I

G A D C A Z X R T U I S

H D E E B R C R Y U K E

I G L R C E T U I O P Z

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 What’s New

Direction: Draw the symbol of each benefit in branding identity inside the box
and write your answer in your activity notebook.

Customer Customer loyalty Credibility Gives Confidence

Recognition

Consistency Brand Equity Attracts Talent Allows Shared

Values

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 What is It

How to Develop a Unique and Memorable Brand Identity

Written by Kathryn Wheeler

The terms "brand" and logo" are often used interchangeably. But though a
logo can be the symbol of a business, it is not the entirety of a brand. In fact,
creating a logo is just one small step toward developing a strong brand identity.

With millions, if not billions, of businesses trying to make a name for

themselves, having a strong brand has become crucial for businesses to
differentiate themselves from their competitors.

If you are working to develop your first brand identity for a client, or you're
doing this for your own business, it's important to first understand what a brand is
and what it takes to create one. Unfortunately, it is not as easy as giving the
business a name and plastering it on everything.

Originally, the term "brand" was used for referring to the mark that cattle
ranchers "branded" on their cattle, the idea of a brand has evolved to encompass
much more than just a name or a symbol.

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 Your brand, a vital part of your brand identity, is defined as a name or a
type of product manufactured by a particular business.

What is a brand identity?

A brand identity is made up of what your brand says, what your values are,
how you communicate your product, and what you want people to feel when they
interact with it. Essentially, your brand identity is the personality of your business
and a promise to your customers.
As Jeff Bezos says, "Branding is what people say about you when you're not
in the room."

Your product leaves an impression on your customers long after you've

made the sale. Brand identity is the process of shaping that impression.
Example:

When you hear the name Coca-Cola, you probably picture its well-known
logo, shown below.

But you also might think of the polar bear, the color red, its "Share a Coke"
campaign, or the classic ribbon-like imagery featured on its cans. Here are two
things that comprise Coca-Cola's brand identity:

Coca-Cola's brand identity begins with a red logo in script text. The red color
elicits confidence in the person who drinks a Coke, while the script typeface is all
about enjoyment. Coffee, for example, is a drink you have before work in the
morning. Coca-Cola is a drink you enjoy when you're done in the afternoon. This is
the brand's "face."

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 Coca-Cola prints its logo on a uniquely shaped bottle (it's true, no other
beverages have bottles exactly like it). This tells customers they're not getting an
imitation -- this is the real thing. The brand develops credibility and trust this way.

This is what make up the Coca-Cola brand, not just the logo of the
business. We'll talk more about these qualities in the section below.

Why is brand identity so important?

As the embodiment of almost everything your business is and does,

according to Purely Branded, a brand "lives and evolves in the minds and hearts" of
consumers. Its identity, therefore, is crucial to the business's future.

So, if your brand is more than just its logo, how can you replicate what
brands like Coca-Cola have done and tap these other elements of your business's
identity?

Here are six components of a well-developed brand identity, and why it's so
important for you to develop them.

• The "Face" of Your Business

For all intents and purposes, your brand's logo is the "face" of your
business. But that face should do more than just look cool or interesting -- a logo's
contribution to brand identity is associative, too. It tells the public that [this image]
means [the name of your company].

• Credibility and Trust

Having a brand identity doesn't just make your product more
memorable; it makes your brand more authoritative in the marketplace. A brand
that establishes a face, and maintains that face consistently over time, develops
credibility among its competitors and trust among its customers.

• Advertising Impressions
A brand identity is a template for everything you would include on an
advertisement for your business -- whether that ad is in print, online, or a preroll
commercial on YouTube. A brand with a face and industry credibility is well
prepared to promote itself and make impressions on potential buyers.

• Your Company's Mission

When you create an identity for your brand, you're giving it
something to stand for. That, in turn, gives your company a purpose. We all know
companies have mission statements, right? Well, you can't have one without first
giving your brand an identity.

• Generating New Customers and Delighting Existing Ones

A brand identity -- one with a face, trust, and a mission -- attracts
people who agree with what your brand has to offer. But once these people become
customers, that same brand identity gives them a sense of belonging. A good
product generates customers, but a good brand generates advocates.

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 If you want your business to become a well-known and beloved brand
name, it's going to take some work. The following steps will help you build a brand
identity. They are simple steps; implementing them, however, is another story.

Research your audience, value proposition, and competition.

Design the logo and a template for it.
Integrate language you can use to connect, advertise, and embody on
social media.

Know what to avoid.

Monitor your brand to maintain its brand identity.

How to Create a Brand Identity

1. Research your audience, value proposition, and competition.

Just like any other aspect of starting a business, the first step in creating a
brand identity is to complete market research. You should clarify and understand
these five things.

Audience

It's no secret that different people want different things. You can't (usually)
target a product to a pre-teen the same way you would target a product to a college
student. Learning what your audience wants from a business in your industry is
vital to creating a brand people will love.
Value Proposition & Competition

What makes your business unique in your industry? What can you offer
your consumers that others can't? Knowing the difference between you and your
competition is imperative to developing a successful brand. Keeping an eye on your
competitors will also educate you on what branding techniques work well and those
that don't.
Mission

You know what your business offers, but be sure to have a clear and direct
mission statement that describes your vision and goals. In other words, know your
business's purpose -- you can't very well create a personality for a business unless
you know what that business is about.

Personality
Even though you're not necessarily branding an individual, that doesn't
mean that you can't be personable when developing a brand image. Use your type,
colors, and imagery to represent who the brand is. Then enhance that visual
representation with your tone of voice: Are you a confident business with a lot of
sass, like Nike? Or are you ritzy and professional, like Givenchy? Either way, be
sure to develop your brand as a way to represent your business.

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 Research may be boring, but the more you know about your business, the
stronger your brand identity will be.
SWOT Analysis

Finally, completing a SWOT Analysis can be beneficial to better understand

your brand. Considering the characteristics of the brand will help you find
characteristics you want to portray in the brand. SWOT stands for:

Strengths: Positive characteristics of your business that provide an advantage over

your competition.
Weaknesses: Characteristics that prove to be a disadvantage to your business.

Opportunities: Changes and trends in your industry that offer opportunities for
your business.
Threats: Elements in the environment or industry that may cause problems for
your business.

2. Design the logo and a template for it.

Once you know your business inside and out, it's time to bring your brand to
life. In the words of graphic designer Paul Rand, "Design is the silent ambassador
of your brand." Here's what you'll need to know:
Logo

Although the logo is not the entirety of the brand identity, it's a vital element
in the branding process -- it's the most recognizable part of your brand. It's on
everything from your website to your business cards to your online ads. With your
logo on all of these elements, your branding should look as cohesive as this
example:

Image via Creative Commons

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Interesting Form

As imperative as your logo is to branding, it's not the only element that
makes a brand identity strong. Your product(s), the packaging, or the way you
present your services all need to play a part in your brand identity. Visually
representing your business in everything you do will create consistency and help
create a familiarity with your consumers. Take McDonald's golden arches for
example. They used an interesting form to create the iconic "M," which is now
recognizable all over the world.

Color & Type

Creating a color palette is a way to enhance your identity. It provides you

with variety so you can create unique designs for your business while remaining
faithful to the brand identity.

Type can also be a double-edged sword if not utilized properly. Although

"mix and match" type design has become quite the trend, that doesn't mean mixing
a handful of fonts is necessarily a good idea for your business. In your logo, on
your website, and on any documents that your business creates (print and digital),
there should be consistent use of typography. If you take a look at Nike's website
and its ads, it keeps the same typeface and type style throughout all aspects of the
business -- and it works wonders for them.

Templates

You probably send out emails, type up letters, or hand out business cards
to potential customers on a daily basis. Creating templates (even for a detail as
minute as email signatures) will give your business a more unified, credible, and
professional look and feel.

Consistency

As mentioned in nearly every step already (I can't stress it enough),

consistency is what can make or break a brand identity. Use the aforementioned
templates and follow the design choices you've decided upon for your brand
throughout all areas of your business to create a harmonious brand identity.

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Flexibility

Yes, consistency is crucial -- but remaining flexible in a society that is

always looking for the next best thing is just as important. Flexibility allows for
adjustments in ad campaigns, taglines, and even some modernizing to your overall
brand identity so you can continuously keep your audience interested. The key is
keeping any changes you make consistent throughout your entire brand (e.g., don't
change the design of your business cards and nothing else).

Document

One of the most effective ways to ensure a business sticks to its branding
"rules" is to create a set of brand guidelines that document all of the do's and
don'ts of your brand. Skype is one brand that has done an amazing job creating a
clear, cohesive brand guide that anyone can follow. This is one way to empower
people to build brand assets and share your brand while remaining brand
compliant.

3. Integrate language you can use to connect, advertise, and embody on social
media.

Now that you've established your brand within your company and have
taken all the necessary steps to develop it, you're ready to integrate your brand
within your community.

And one of the most successful ways to accomplish this is for your brand
to provide quality content. In HubSpot's ebook Branding in the Inbound Age,
Patrick Shea writes, "In every way, your content is your brand online. It's your
salesperson, your store, your marketing department; it's your story, and every piece
of content you publish reflects on, and defines, your brand. So, great content, great
brand. Boring content, boring brand."

Language

Use language that matches that personality of your brand. If your brand
identity is high-end, use professional language; if your brand is laid-back, be more
conversational. The language you choose to use as a brand will be integrated
throughout the entire business, so it's important that you carefully craft your tone
to match your brand's personality.

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Connection & Emotion

People love stories. More accurately, people love stories that move them
(emotionally and to action). A strong brand identity can establish an emotional
connection with consumers, which can be a solid foundation for building a lasting
relationship with a brand.

Advertise

Designing ads, whether traditional or digital, is the most efficient way of

introducing your brand to the world. It's a way to get the message of your brand
seen and heard by your target audience.

Social Media

Another great way to establish a connection with your consumers is

through social media. The plethora of platforms on the internet offers up a ton of
digital real estate you can use to establish your brand identity. Coca-Cola, once
again, makes great use of its Facebook cover photo real estate by keeping it
consistent with the happiness theme.

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 Social media is also important when it comes to conversing directly with
your customers and creating affinity for your brand. If you're mentioned in a tweet,
status, or post (especially if the customer has a question or concern), be sure to
give your brand a good reputation by responding efficiently to your customers.

4. Know what to avoid.

You can follow all the steps of creating a strong brand identity, but if
you're guilty of any of the following practices, your brand might falter or fail.

Don't give your customers mixed messages.

Know what you want to say, and use the appropriate language and
visuals to say it. Just because it makes sense to you doesn't mean it will make
sense to your customers.

Don't copy your competitors.

Your competition may have exemplary branding, and since you're selling
the same products or services, you might want to do what you know works -- don't.
Take what they do into account, and put your own twist on it to make your
business stand out in your industry even more.

Don't lose consistency between online and offline

Yes, your print material might look a little different than your online
presence, but your colors, type, theme, and message should all be consistent.

5. Monitor your brand to maintain its brand identity.

Similar to other aspects of your marketing, it's difficult to know what

you're doing right (and what you're not) without tracking key performance metrics.
Use Google Analytics, surveys, comments, social media discussions, etc., to
monitor your brand and get a sense of how people talk about and interact with you.
This will give you the opportunity to implement changes to your brand as needed,
whether it's to correct a mistake or to improve brand identity.

Creating a memorable brand requires consistent use of type, color,

images, and language, but it's worth it. When consumers instantly recognize who

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you are and what you stand for all based on a logo, you've become more than just a
name and a symbol.

https://justcreative.com/2018/09/27/benefits-of-branding/

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 What’s More

After learning on how to create a brand identity, you will make your
own brand and logo. Write it in a long sized bond paper and fasten it in a folder.
.
BRAND LOGO

Rubric

Criteria Excellent, Proficient, Basic, Emergent,

Advanced Above Average Minimal
Average

4 3 2 1

Attractiveness The overall Overall Colors, The colors or

appearance graphic backgrounds, background
of the logo is balance and and/or text are too busy
pleasing. organization are not used which makes
Titles, text, of the logo is effectively, but the text hard
colors, and acceptable. are readable. to read. There
graphics are There is an Icons and are few icons
exemplary. appropriate other or graphical
The logo is balance of graphical elements. The
attractive easy to read elements don’t project is
and titles, text, seem to serve unattractive.
stimulates colors and any useful
the viewer’s graphics. The purpose other
interest logo is than for
attractive but decoration.
promotes The logo is
limited viewer unattractive or
interest distracting.

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Layout/Design There is There is Project has Project lacks
unity and adequate text and text or
consistency unity but graphics graphics with
among text some however, they no organized
and graphic inconsistency lack or have white space.
elements are among text too much There is no
arranged to and graphic white space. unity or
create an elements. There is little consistency
organized Text and unity and among text
white space. graphic consistency and graphic
elements are among the text elements.
arranged but and graphic
lack elements.
appropriate
white space
appearing
cluttered

Technical The project The project The project The project

manipulates manipulates uses material does not
Elements
materials to material using with minimal reflect
create an technology manipulation. technical
original but the Although manipulation.
product. product lacks technology is It could be
The project originality. needed, an completed
demonstrate original without
s the product is not technology
benefits of produced.
using
technology
in the
creative
process.

Content/ The design Design is The design is The logo looks

is unique original but similar in like it has
Originality
and original. similar in one several ways been copied
The student way to to another from
can another logo. logo. Student somewhere
recognize a Student can appears to else. Student
logo and the recognize a have can describe
elements logo and the recognized a something
that make elements that logo and some about a logo
up a logo make up a of the but can not be
logo. elements that sure of what a
make up a logo is.
logo.

Total Score

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 What I Have Learned

Write your personal insight of what you have learned from the lesson.
Answer the question below. Write your answer in your activity notebook

1. Explain what is brand identity?

2. Why is brand identity so important?
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
________.

Rubric

Above Meets Approaching Below

Expectations Expectations Expectations Expectations

4 3 2 1

Reflective The reflection The reflection The reflection The reflection

Thinking Explains the Explains the Attempts to Does not

address the
Student’s own Student’s Demonstrate
student’s
thinking about
Thinking and Thinking thinking
his/her own
learning about learning and/or
learning
processes, as learning
processes. But is vague
well as
and/or
Implications unclear about
for future the personal
learning. learning
process.

Analysis The reflection The reflection The reflection The reflection

does not move
Is an in-depth Is an analysis Attempts to
beyond a
Analysis of the Of the learning Analyze the
descriptive of

16
 learning Experience Learning the learning
experience.
Experiences, And the value Experience but
the value of the value
Of the derived
the derived
Of the learning
Learning to
Learning to to the student
self or others
self or others, or others is
and the vague and/or
enhancement unclear.

Of the
student’s
appreciation

For the
discipline

Making The reflection The reflection The reflection The reflection

Connections
Articulates Articulates attempts to Does not
Articulates articulate any
Multiple Connections
connection to
Connections
Connections Between this other learning
Between this or experiences
Between this Learning
Learning
Learning Experience
Experience
Experience And content
and content And content
From other
From other From other
Courses,past
Courses,past Courses,past
Learning
Learning, life Learning
Experiences,
Experiences Experiences,
And/or future
and/or or personal
goal
goals , but the
Future goals.
connection is
vague and/or
unclear.

17
 What I Can Do

In order to deepen your understanding of the lesson previously

discussed,You will be asked to make an advertisement using tagline for your
brand. Record it using your cellphone and send it to your teacher’s messenger
( your teacher in this subject). After successfully performing the assigned task,
make a narrative report about this and write it in your activity notebook.

Rubric

NEEDS
EXCELLE SATISFACT
GOOD - 3 IMPROVEM
NT - 4 ORY - 2
ENT - 1

The project The project The work is an The work is a

shows shows some extensive minimal
significant evidence of collection and collection or
evidence of originality and rehash of other rehash of other
originality inventiveness. people's ideas, people's ideas,
and products, and products, and
inventivenes images. There is images. There
Originalit s .The little evidence of is no evidence
y majority of new thought or of new thought.
the content inventiveness.
and many of
the ideas
are fresh,
original,
and
inventive.

The writing The writing is The writing is The writing is

is legible, legible and clear mostly legible illegible and/or
clear, and with few and clear with unclear. The
grammatical grammatical some writing is
Writing ly correct. errors. The grammatical unenticing or
The writing writing entices errors. The full or
entices the the consumer. writing is grammatical
consumer. somewhat errors.
enticing.

The The The advertising The

advertiseme advertisement is is pleasing and advertisement
Presentati
nt is an aesthetically is a satisfactory is unoriginal
on
aesthetically pleasing/creativ example of the and is not an
Format
pleasing, e/or original chosen format. example of the
creative, and a good chosen format.

18
 and original example of the
example of chosen format.
the chosen
format.

The The The The chosen

advertiseme advertisement is advertisement advertising
Advertisin nt uses the a good example uses the technique is
g chosen of the use of the advertising not followed or
Techniqu advertising advertising technique no advertising
e technique technique. satisfactorily, technique
creatively but not exists.
and well. creatively.

Assessment

Direction: Enumerate the 8 branding benefits. Write your answer in your quiz
notebook.

Additional Activities

Direction: Write your personal insight of what you have learned from the lesson.
Answer the question below. Write your answer in your activity notebook

1. Identify the recognizable brands in your place.

2. Write your personal observation of what makes the brand noticeable.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
_________________________________________________________________________________.

19
References

Padigos, Cobe Jay, SlideShare, June 29, 2015,

https://www.slideshare.net/cobejaypadigos/agri-crop-grade-10-lm
Technology and Livelihood Education Agriculture And Fishery , specialization,
Agricultural Crops Production ( Horticulture ) NC II Grade10

https://blog.hubspot.com/agency/develop-brand-identity
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