Merlynmatienza Lesson-Exemplar Marketing

Republic of the Philippines
Department of Education
Learning Area Principles of Marketing
Learning Delivery Modality Online Distance Learning Modality
School Dr. Juan A. Pastor MNHS Grade Level Grade 12
Teacher Merlyn M. Atienza Learning Principles of

LESSON Area Marketing
EXEMPLAR Teaching Date May 20 – 21, 2021 Quarter Third Quarter
Teaching Time 10:00am – 12nn No. of Days 4 Days
At the end of the lesson, learners are expected to:
a. Define and explain the concept of branding.

I. OBJECTIVES
b. Discuss the key concepts underlying branding.
c. Create an effective and efficient brand names.
The learner demonstrates:
• the essence of the new

A. Content Standards
product development, pricing, placing (distribution), and
promoting a product or service
B. Performance Standards • design a new product or service, decide types of pricing

approach, and choose distribution methods and promotion
tools that respond to market trends.
C. Most Essential Learning

Competencies (MELC)
(If available, write the indicated MELC) • define a product and differentiates the product, services,
and experiences
II. CONTENT
III. LEARNING RESOURCES
A. References
a. Teacher’s Guide Pages
b. Learner’s Material Pages
c. Textbook Pages
d. Additional Materials from Google, Slide Share, Wikipedia, Fundamentals of marketing in the
Learning Resources Philippine Setting
B. List of Learning Resources for

Development and Engagement PPT Presentation, Google Meet, Electronic activity sheet and
worksheet
Activities
IV. PROCEDURES
A. Introduction Online Interface Overview:
• The teacher leads the prayer, checks the attendance, greets the
learners and welcomes them to the online mode of learning.
• The teacher reiterates basic online class management guidelines

and procedures, as well as online protocols and manners.
• The teacher facilitates the walkthrough on the contents of the

lessons for week 1 on Principles of Marketing.
Building Characters…Creating Values…Transforming

Lives…
SENIOR HIGH SCHOOL DEPARTMENT
Talaibon, Ibaan, Batangas
Tel. No. (043) 311-2651
Email: djapmnhs69@yahoo.com
B. Development Activity 1: Enumerate the Brands
• The learners will give at least TOP 5 of the most successful and well-
known brands of the following companies.
• The teacher facilitates the explanation of learner’s responses by

raising the guide questions:
1. How did you find the activity? Was it easy or difficult?

Explain your answer.
2. How does each brand differ from one another given
the fact that they are from the same company?

Lives…
Tel. No. (043) 311-2651
ACTIVITY 2: CASELET ANALYSIS – COKE vs PEPSI
• The learners read a short case analysis on Coke vs Pepsi. They

are expected to give their idea on the importance of branding.
VIDEO PRESENTATION: WHAT IS BRANDING?
• A video presentation will be shown to build the knowledge of

the learners on the underlying concepts of Branding as part of
the Marketing Mix in product development and how it affects
the customer’s preference and experience.

Lives…
Processing Questions:
Tel. No. (043) 311-2651
• According to the video, why is it that brand name is more than
just its logo?
• Why is it important for companies to develop an effective

and efficient brand names?
C. Engagement What is Brand?
❖ A name, term, sign, symbol, or design used to identify the

products of one firm and to differentiate them from
competitive offerings.
❖ Something used to show customers that one product is

different than the products of another manufacturer.
BRAND NAME
❖ Words, letters, or symbols that make up a name used to

identify and distinguish the firm’s offerings from those of its
competitors.
What is Brand Identity?
❖ A promise that gets kept consistently

Lives…
❖ It creates a personality and a life for your products/services
Tel. No. (043) 311-2651 ❖ A unique and consistent look, feel, tone and voice for all
Email: djapmnhs69@yahoo.com communications
❖ It’s essential to your success in the marketplace

KEY BRAND ELEMENTS
⮚ BRAND NAME: Name, tagline, logo
⮚ BRAND PROMISE: The single most important thing your

organization promises to deliver every time.

Lives…
Tel. No. (043) 311-2651
⮚ BRAND PERSONALITY : What you want your brand to be
known for (fun, serious, magical, forceful, etc.)
✔ BRAND ASSOCIATIONS: colors, tagline, images, fonts,

uniforms, equipment, etc.
WHY BRANDS EXIST?
✔ IDENTIFICATION- Brands enable consumers to easily

distinguish one product from another.

Lives…
Tel. No. (043) 311-2651
2. PROTECTION- It enables the owner of the brand name to enjoy

the goodwill associated with the name so as not to
be taken advantage by others.
3. POSITIONING- It enables the owner to communicate the benefits

of the product vis-à-vis competition.
CRITERIA FOR CHOOSING A

BRAND NAME
✔ DISTINCTIVE: Is the brand
closely associated with the product?
2. WORD ASSOCIATION: Does it have a pleasant meaning?

Lives…
Tel. No. (043) 311-2651
3. LEGAL REQUIREMENTS: Can it be registered?
4. MEMORABILITY: Can your name be remembered easily?
5. PRONOUNCIABILITY: Can it be pronounced easily?

Lives…
Tel. No. (043) 311-2651
6. LIMITATIONS: Is the brand name too limiting to be used for

expansion?
KEYS TO BUILDING SUCCESSFUL BRANDS
✔ Good advertising agency
✔ Top management must be committed to this effort
✔ Keep brand consistent internally and externally
✔ Guide the brand style to every employee
✔ Refresh/update brand after a few years
✔ Strengthens employee loyalty
✔ Attracts clients / customers
✔ Keeps current relationships strong
✔ Builds confidence
✔ Builds feeling of security and trust
✔ Creates memorable, positive experience
Building Characters…Creating
CONCLUSION:
Values…Transforming
Lives…
Tel. No. (043) 311-2651
✔ Brand creates a personality and a life for your products
/services
✔ Branding is essential to your success in the marketplace
✔ Nowadays huge customers want branded products

Lives…
Tel. No. (043) 311-2651
D. Assimilation CREATING MY OWN BRAND
• The learners create an effective brand name for the following

products and explain why you derive with the said names.
Assessment:
Direction: Identify the term defined in the following statements. Write

your answers on a sheet of paper.
1. A name, term, sign, symbol, or design used to identify the

products of one firm and to differentiate them from competitive
offerings.
2. It consists of words, Values…Transforming

Building Characters…Creating letters, or symbols that make up a name used
Lives…
SENIOR HIGH SCHOOLtoDEPARTMENT
identify and distinguish the firm’s offerings from those of its
Talaibon, Ibaan, Batangas competitors.
Tel. No. (043) 311-2651
3. It creates a personality and a life for your products/services
4. The single most important thing your organization promises to

deliver every time.
5. It is an element on how you want your brand to be known for (fun,

serious, magical, forceful, etc.)
V. REFLECTION Take Your Time:
Through a PPT slide, the learners reflect on their new knowledge on

the concept of Marketing Mix in terms of Product Branding using
these prompts:
I understand that ______________________________________.
I realized that _________________________________________.
Prepared By:
MERLYN M. ATIENZA
Teacher II
Noted By:
MYRNA R. DE CASTRO
MASTER
… TEACHER II
Lives
Tel. No. (043) 311-2651
Authorized By:
THELMA A. PASCUA, Ed. D.

PRINCIPAL IV

Lives…
Tel. No. (043) 311-2651

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Republic of the Philippines

Learning Area Principles of Marketing

Learning Delivery Modality Online Distance Learning Modality

School Dr. Juan A. Pastor MNHS Grade Level Grade 12

Teacher Merlyn M. Atienza Learning Principles of

EXEMPLAR Teaching Date May 20 – 21, 2021 Quarter Third Quarter

Teaching Time 10:00am – 12nn No. of Days 4 Days

At the end of the lesson, learners are expected to:

a. Define and explain the concept of branding.

The learner demonstrates:

• the essence of the new

B. Performance Standards • design a new product or service, decide types of pricing

C. Most Essential Learning

III. LEARNING RESOURCES

a. Teacher’s Guide Pages

b. Learner’s Material Pages

B. List of Learning Resources for

A. Introduction Online Interface Overview:

• The teacher reiterates basic online class management guidelines

• The teacher facilitates the walkthrough on the contents of the

Building Characters…Creating Values…Transforming

B. Development Activity 1: Enumerate the Brands

• The teacher facilitates the explanation of learner’s responses by

1. How did you find the activity? Was it easy or difficult?

Building Characters…Creating Values…Transforming

ACTIVITY 2: CASELET ANALYSIS – COKE vs PEPSI

• The learners read a short case analysis on Coke vs Pepsi. They

VIDEO PRESENTATION: WHAT IS BRANDING?

• A video presentation will be shown to build the knowledge of

Building Characters…Creating Values…Transforming

• Why is it important for companies to develop an effective

C. Engagement What is Brand?

❖ A name, term, sign, symbol, or design used to identify the

❖ Something used to show customers that one product is

❖ Words, letters, or symbols that make up a name used to

What is Brand Identity?

❖ A promise that gets kept consistently

❖ It’s essential to your success in the marketplace

KEY BRAND ELEMENTS

⮚ BRAND NAME: Name, tagline, logo

⮚ BRAND PROMISE: The single most important thing your

Building Characters…Creating Values…Transforming

✔ BRAND ASSOCIATIONS: colors, tagline, images, fonts,

WHY BRANDS EXIST?

✔ IDENTIFICATION- Brands enable consumers to easily

Building Characters…Creating Values…Transforming

2. PROTECTION- It enables the owner of the brand name to enjoy

be taken advantage by others.

3. POSITIONING- It enables the owner to communicate the benefits

CRITERIA FOR CHOOSING A

✔ DISTINCTIVE: Is the brand

closely associated with the product?

2. WORD ASSOCIATION: Does it have a pleasant meaning?

Building Characters…Creating Values…Transforming

3. LEGAL REQUIREMENTS: Can it be registered?

4. MEMORABILITY: Can your name be remembered easily?

5. PRONOUNCIABILITY: Can it be pronounced easily?

Building Characters…Creating Values…Transforming

6. LIMITATIONS: Is the brand name too limiting to be used for

KEYS TO BUILDING SUCCESSFUL BRANDS

✔ Good advertising agency

✔ Top management must be committed to this effort