Technology and

Livelihood Education
Agri – Fishery Arts
(Agricultural Crops Production)
Quarter 1 - Module 2, Lesson 4, Week 5
Marketing Agricultural Products
 10
Technology and
Livelihood Education
Agri – Fishery Arts
(Agricultural Crops Production)
Quarter 1 - Module 2, Lesson 4, Week 5
Marketing Agricultural Products

This instructional material was collaboratively developed and reviewed

by educators from public schools. We encourage teachers and other
education stakeholders to email their feedback, comments, and
recommendations to the Department of Education at
bukidnon@deped.gov.ph.

We value your feedback and recommendations.

Department of Education-Division of Bukidnon ●

Republic of the Philippines
What This Module Is About
 This part explains about the module Re: Entrepreneurial Skills in Crop
Production
 Give a little background about the module
 Serves as opening statement of the module

What I Need to Know

At the end of this module, the students are expected to acquire the following competencies:

LO4. Develop a brand for the product

4.1 Identify the benefits of having a good brand;
4.2 Enumerate recognizable brands in town/province;
4.3 Enumerate the criteria for developing a brand; and
4.4 Generate a brand that is clear and follows the techniques of
generating a brand.

Topic Code: TLE_EM9-12-IVO-

4

How to learn from this Module

As a student, you are expected to:

 Do the tasks/activities religiously in every lesson.

 Read and understand the “What is it” part, since that is the meat of the
lesson.
 Apply what you have learned on this module to your daily lives, for you to
develop your technical skills.

Icons for this Module

This module has the following parts and corresponding icons:

What I This will give you an idea of the skills or

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

What I This part includes an activity that aims to

Know check what you already know about the
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
What’s In
link the current lesson with the previous
one.
What’s In this portion, the new lesson will be
New introduced to you in various ways such as
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.
What’s This comprises activities for independent
More practice to solidify your understanding
and skills of the topic. You may check the
answers to the exercises using the
Answer Key at the end of the module.
What I This includes questions or blank
Have
Learned sentence/paragraph to be filled in to
process what you learned from the
lesson.
What I Can This section provides an activity which will
Do help you transfer your new knowledge or
skill into real life situations or concerns.
This is a task which aims to evaluate your
level of mastery in achieving the learning
Assessment
competency.

In this portion, another activity will be

given to you to enrich your knowledge or
Additional skill of the lesson learned. This also
Activities tends retention of learned concepts.

This contains answers to all activities in

Answer Key
the module.
 Lesson 4 The Market – Branding

What I Need to Know

After going through this lesson, you are expected to:

1. Identify the benefits of having a good brand;

2. Enumerate recognizable brands in the town/province;

3. Enumerate the criteria for developing a brand; and

4. Generate a brand that is clear and follows the generating a brand.

What I Know

Pre-test. Before going any further, let us try if you know something about this topic!

Identification
Directions: Identify the elements/parts of branding applied on the product as show below.
Explain the importance of that identified parts.

4 5
 Elements of Branding Definition

1. ______________________________ ______________________________
2. ______________________________ ______________________________
3. ______________________________ ______________________________
4. ______________________________ ______________________________
5. ______________________________ ______________________________

What’s In

Do the activity below!

Enumeration
Directions: List down at least ten agri – products/brand that is locally made from your
province/town. Write your answers on the spaces provided below.

1._______________________________________________
2. _______________________________________________
3. _______________________________________________
4. _______________________________________________
5. _______________________________________________
6. _______________________________________________
7. _______________________________________________
8. _______________________________________________
9. _______________________________________________
10. ______________________________________________

What’s New

Written Response
Directions: Read and analyze the saying as shown below, then answer the questions as
follows.

The product is the brand and there is no story to be told except the swells of
emotion each consumer has when he owns that brand.
- Dushyant Waldivkar
Answer the following questions:

1. What does the saying wanted to tell?

___________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

2. What is meant by the phrase “swells of emotion”? What is it referring to?

___________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

What a great idea you got there! Now let us go deeper with the lesson .

What Is It

Branding

Branding is a marketing practice of creating name, symbol or design that identifies

and differentiates product/service from that of the competitors. It is also a promise to your
customers. It tells them what they can expect from your product/service and it differentiates
your offerings from other competitors. Your brand is derived from who you are, who you
want to be, and who people perceive you to be.

Branding is one of the most important aspects of any business. An effective brand
strategy gives you a major edge in increasingly competitive markets.

The features of a good product brand are as follows:

- delivers the message clearly
- confirms your credibility
- connects your target prospects emotionally
- motivates the buyer concretizes user loyalty
-
Here are some simple tips to publicize your brand:
 Develop a tagline. Write a meaningful, unforgettable, and easy-to-remember
statement that captures the essence of your brand.
 Design a great logo. Create a logo suitable to your business and consistent with
your tagline and advertise it.
 Write down your brand messaging. Select key messages you want to communicate
about your brand.
 Be true to your brand. Deliver your brand promise.
 Be consistent. Be reliable and consistent every time.

Ten Elements/Parts of Branding

1. Brand Identity. This is an easily recognizable name that immediately tells people
about a particular product or service. It can be done by a logo or a tagline/punch line.
 2. Brand Image. It is the idea of the brand that people develop in their minds. It dictates
what they expect from the brand.
3. Brand Positioning. It is the how a product is placed in the market. It defines what
segments of the market it is targeting.
4. Brand Personality. It is the emotional or personal qualities that a person associates
with a particular brand. It is like we look on a personality of a person.
5. Brand Equity. It is a value of a brand. It may include tangible financial value such as
market share and revenue as well as intangible aspects such as strategic benefits of
the brand.
6. Brand Experience. It is a combination of everything that a customer goes through
while purchasing and using that brand.
7. Brand Differentiation. It is how a brand stands out in the crowd differently from other
products.
8. Brand Communication. It is the message of the brand on how it is delivered like
adverts, brochures, punchlines and hoardings. If the brand has to grow, it must be
clearly communicating its core benefits to the customers.
9. Brand Gap. It is the difference between what a brand promises to deliver in its
communications and what it actually does. A successful brand must be able to deliver
what it promises.
10. Brand Extension. It is basically making not just one but a variety of products. It must
be done in a manner so that the existing operations complement the newer initiatives.

What’s More

Guided Task

True of False
Directions: Write T if the statement is TRUE and F if it is FALSE. Write your answer on the
space provided before each number.

_____1. A successful brand must be able to deliver what it promises.

_____2. An effective brand strategy gives you a major edge in increasingly competitive
markets.
_____3. A successful businessman must focus to one product in order to minimize
cost of production.
_____4. Your brand is the mirror of your soul and personality.
_____5. The brand logo, tagline, punchline is all part of brand equity.
_____6. Taglines must be meaningless and forgettable for the customers.
_____7. The brand image dictates the idea of what the brand wants convey to the
customer.
_____8. The brand equity measures only the tangible value of the brand.
_____9. The difference between what a brand promises to deliver in its communications and
what it actually does is the brand differentiation.
_____10. If the brand has to grow, it must be clearly communicating its core benefits to the
customers.
_____11. Branding is not one of the most important aspects of any business.
_____12. Select short messages you want to communicate about your brand.
_____13. Brand positioning defines what segments of the market it is targeting.
_____14. SWOT should always be specific and subjective.
_____15. SWOT analysis should distinguish between where your business is today, and
where it could be in the future.

Independent Task

Create – your - own

Directions: Generate a clear appealing product brand with logo and tagline. Use the boxes
below for your brand design.

Logo Tagline

What I Have Learned

These are the things that you must bear in mind!

1. Branding is a marketing practice of creating name, symbol or design that identifies

and differentiates product/service from that of the competitors. It is also a promise to
your customers. It tells them what they can expect from your product/service and it
differentiates your offerings from other competitors.

2. To develop your brand, considered the following tips; develop a tagline, design a
great logo, write down your brand messaging, be true to your brand and be
consistent.

3. The Elements of a good branding are the following: Brand identity, Brand image,
Brand positioning, Brand equity, Brand experience, Brand Differentiation,
Brand Communication, Brand Gap, Brand Extension.
 What I Can Do

Create – your – own

Directions: La Agricultura Company is developing a new product using a taro as chips.
Using your idea about branding, design the package of their product using the figure as
shown below.

Assessment

Identification
Directions: Identify the elements/parts of branding applied on the product as shown below.
Explain the importance of that identified parts.

4 5
 Elements of Branding Definition

1. ______________________________ ______________________________
2. ______________________________ ______________________________
3. ______________________________ ______________________________
4. ______________________________ ______________________________
5. ______________________________ ______________________________

Additional Activity

Review the different agricultural tools and equipment you learned during your
exploratory course in AFA – Crop Production. Your knowledge for this topic will be
useful for the next Module you will take.

You just finished the Lesson 4, prepare yourself for the Unit Exam!

UNIT TEST
I. Modified True – False.
Directions: Write T if the statement is TRUE and F if it is FALSE. If it is false, underline the
word/s that makes the sentence wrong. Write your answer on the space provided before
each item.

_____1. Branding is not one of the most important aspects of any business.
_____2. Select short messages you want to communicate about your brand.
_____3. Brand positioning defines what segments of the market it is targeting.
_____4. SWOT should always be specific and subjective.
_____5. SWOT analysis should distinguish between where your business is today, and
where it could be in the future.
_____6. A successful brand must be able to deliver what it promises.
_____7. An effective brand strategy gives you a major edge in increasingly competitive
markets.
_____8. A successful businessman must focus to one product in order to minimize cost of
production.
_____9. Your brand is the mirror of your soul and personality.
_____10. The brand logo, tagline, punchline is all part of brand equity.
_____11. Taglines must be meaningless and forgettable for the customers.
_____12. The brand image dictates the idea of what the brand wants convey to the
customer.
_____13. The brand equity measures only the tangible value of the brand.
_____14. The difference between what a brand promises to deliver in its communications
and what it actually do is the brand differentiation.
_____15. If the brand has to grow, it must be clearly communicating its core benefits to the
customers.

II. Multiple Choice

Directions: Choose the letter of the best answer. Write your answer on the space as
provided for before the number item.

_____1. What procedure indicates the introduction of a new idea to make the product and
services more attractive and saleable to prospective customers?
A. creativity C. new idea
B. innovation D. product development

_____2. What managerial tool used to assess the environment in gathering important
information that is used for strategic planning?
A. environmental scanning C. SWOT analysis
B. survey analysis D. WOTS analysis

_____3. What marketing practice is done by creating name, symbol or design that identifies
and differentiate a product from other products?
A. branding B. sealing C. tagging D. tagline

_____4. What business term signifies a meaningful and unforgettable statement that
captures the essence of your hand?
A. branding C. tagline
B. product naming D. unique selling proposition

_____5. What are the things that people cannot live without?
A. desires C. requirements
B. needs D. wants

_____6. What do you call the process of making a new product to be sold to the customers?
A. product analysis C. business concept
B. product conceptualization D. business idea

_____7. What process is generated by examining what goods and services are sold outside
the community?
A. business creation C. business idea
B. business concept D. business pricing

_____8. What things are considered as luxuries or advantage and considered as every
individual’s beyond necessity?
A. desires C. requirements
B. needs D. wants

_____9. What factor or consideration is presented by a seller as the reason that one product
or service is better and different from that of the competitors?
A. finding value-added C. unique selling price
B. unique pricing policy D. unique selling proposition

_____10. In what stage of business transaction does the needs of the target market are
identified, reviewed, and evaluated?
A. concept development C. project development
B. economic analysis D. refine specification
III. Matching – type
Directions: Identify as to what potential business idea has been described with the
following sentences below. Choose your answer from the choices inside the box. Write the
letter of the correct answer on the space provided before each item.

A. Examine the existing goods and services

B. Examine the present and future needs
C. Examine how the needs are being satisfied
D. Examine the available resources around you
E. Read magazines, articles on new products and technology

_____1. A business can be started out of available raw materials by selling them in raw
form and by processing and manufacturing them into finished products.

_____2. Look and listen to what the customers, institution, and communities are missing in
terms of goods and services.

_____3. This is a very good business opportunity when there is absolute lack of supply of
a pressing market demand.
_____4. Business ideas may also be generated by examining what goods and services are
sold outside the community.

_____5. There are many ways of improving a product from the way it is crafted to the time it
is packed and sold.

_____6. The internet serves as a library where you may browse and surf on possible
businesses.

_____7. The business firm needs for raw materials, maintenance, and other services such
as selling and distribution are good sources of ideas for business.

_____8. Business ideas can come from your own skills.

_____9. It will also guide you on how to put the right product in the right place, at the right
price and at the right time.

_____10. You introduce new ways of using the product, making it more useful and adaptable
to the customers many needs.
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Congratulations! You have finished the activities in this

module. You have done well. Keep it up!