SCHOOLS DIVISION OFFICE OF TABACO CITY

Entrepreneurship
Quarter 3 – Week 8

LAS 8 – DEVELOPING A BRAND NAME

Development Team

Writers
ROMER ELUMBA, T-I
ROSE ANN B. FLORENCIO, SST-I

Editors/Reviewers
PAULO C. MOJOS, T-II
REYNALDO C. CAÑEZO JR., MT-I
DIOLETA B. BORAIS, EPS 1 MATHEMATICS
 Republic of the Philippines
Department of Education
Region V – Bicol
SCHOOLS DIVISION OFFICE OF TABACO CITY

Name: __________________________________ Strand and Block: ____________ Date: ______________

Learning Area: Entrepreneurship Teacher: _______________________________________

LEARNING ACTIVITY SHEETS NO. 8

DEVELOPING A BRAND NAME
Objective: Develop a brand name.

Learning Activity

Brand Name is a name, symbol, or other feature that distinguishes a seller's goods or services in the
marketplace. Your brand is one of your greatest assets because your brand is your customers' over-all
experience of your business.

Features of a Good Brand Name

A good brand name should have following characteristics:
1. It should be unique / distinctive (for instance- Kodak, Mustang)
2. It should be extendable.
3. It should be easy to pronounce, identified and memorized. (For instance-Tide)
4. It should give an idea about product’s qualities and benefits (For instance- Swift, Quickfix, Lipguard).
5. It should be easily convertible into foreign languages.
6. It should be capable of legal protection and registration.
7. It should suggest product/service category (For instance Newsweek).
8. It should indicate concrete qualities (For instance Firebird).
9. It should not portray bad/wrong meanings in other categories. (For instance NOVA is a poor name
for a car to be sold in Spanish country, because in Spanish it means “doesn’t go”).

Brand strategy is a long-term design for the development of a popular brand in order to achieve the
goals and objectives. A well-defined brand strategy shakes all parts of a business and is directly linked to
customer needs, wants, emotions, and competitive surroundings.

Branding is a powerful and sustainable high-level marketing strategy used to create or influence a brand.
Branding as a strategy to distinguish products and companies and to build economic value to both customers
and to brand owners, are described by Pickton and Broderick in 2001.

BRANDING STRATEGIES
1. Umbrella Brand Approach
➢ all products of the business
carry the same brand
name
➢ the various product lines
are not differentiated from
each other from the
perspective of the brand
name.

For example, (look at image at

right):
For Honda motorcycles: Honda TMX series, Honda Wave series, Honda XR series, Honda Scooter

2. House Brand Approach

➢ every product of the same business has a separate brand name that distinguishes it from the rest
of the company’s products.
➢ all under one parent company while also having unique brands from each other.
 For example, Procter & Gamble (P&G) Philippines Inc. which uses house brand approach in
providing brand names to its various products line such us Pringles, Tide, Pampers, Pantene, among
others.

The level of perception or reaction of the consumers to a brand is called as Brand Equity. When the
brand has HIGH level of brand equity, this is the time that the business tries to do some brand extensions.

BRANDING EXTENSION STRATEGIES

3. Line Extension Approach

➢ existing product has been modified or altered resulting in a new product or more products without
eliminating the original product.
➢ the new additional product must be within the same category but can be in different sizes, flavors,
shapes and colors.

For example, the Coca-Cola

products have the following
variations: Coca-Cola original, 3
Coca-Cola light, Coca-Cola zero,
Coca-Cola life and diet coke.

4. Product Extension Approach

➢ a new product carries the brand name in a new category.
➢ the new or added product appears to be totally different from the old or existing product line.

For example, General Electronic Company (GE) provides one brand name to all its products
under different categories such as refrigerators, freezers, ovens, air conditioners, industrial products and
others.

4
Practice Exercises
Activity #1: Developing My Own Brand
Think of the business you are going to venture. After it, write down three possible brand names that you want to
use for your future products. Lastly, write the branding strategy you plan to apply while deciding for your final
brand name.

A. My business venture: ___________________________

B. My choices of brand names are:
First Proposed Brand Name: __________________________________________________

Second Proposed Brand Name: _______________________________________________

Third Proposed Brand Name: _________________________________________________

Subjective Responses Pointing System in Activity #1:

Total Perfect Points: 10
✓ 2 points for a correct answer in Set A
✓ 2 points for a given original proposed brand name in Set B
✓ 2 points for submitting the output on time (1 point if submitted a day after the deadline and no
point if submitted two days and beyond the deadline)

Activity #2: Create your own products’ brand name by answering the different questions given below.
A. Please refer to the three brand names you have given in the Activity #2 to answer the following:
1. Which is the most unique or distinct from the other?
_____________________________________________________________________________
2. Which is extendable?
_____________________________________________________________________________
3. Which is easy to pronounce?
_____________________________________________________________________________
4. Which gives an idea about the product’s qualities and benefits?
_____________________________________________________________________________
5. Which suggest products’/services’ category?
_____________________________________________________________________________

B. Which brand name has the most answer in the above questions?
_____________________________________________________________________________
_____________________________________________________________________________

C. What is the FINAL brand name of your product or service?

_____________________________________________________________________________
_____________________________________________________________________________

D. What Branding Strategy are you going to utilize to finally influence consumers’ buying behavior?
Why? Explain in three sentences.
_____________________________________________________________________________
_____________________________________________________________________________

Subjective Responses Pointing System in Activity #2:

Total Perfect Points: 15
✓ 1 point per correct answer in Set A
✓ 1 point for given prospect brand name in Set B
✓ 1 point for given Final brand name in Set C
✓ 6 points for the branding strategy with accurate and concrete explanations on how it will influence
consumers’ buying behaviors in Set D.
✓ 2points for submitting the output on time (1 point if submitted a day after the deadline and no point if
submitted two days and beyond the deadline)
Evaluation:
Direction: Identify the branding strategy being described in the following. Write your answers on blanks
provided.
_______________1. All the products have undifferentiated outlook from each other.
_______________2. The products have unique brand names although they are having one parent brand name.
_______________3. This strategy uses alteration of sizes and form of existing products that results to the
creation of new ones.
_______________4. The new or added product in this branding extension strategy appears to be totally different
from the old or existing product line.
_______________5. This strategy is considered as the parent brand name while comprising different brand
names under it at the same time.
_______________6. This strategy uses same brand names for all of its products.
_______________7. An example of this branding strategy is the Hershey Company where it has other unique
brands under it.
_______________8. A new android phone product of acer brand carries the same brand name in a category
like in their existing laptop products.
_______________9. The flavors of Lucky Me-Pancit Canton applied this branding strategy wherein the new
additional products must be within the same category.
_______________10. Vivo Products applied this type of branding strategy where every product has Vivo’s name.

References:
1. Aduana, N. (2016). Entrepreneurship in Philippine Setting. Quezon City, Philippines: C & E Publishing
Inc.
2. Brand Name-Definition, Features and Considerations behind naming a Brand. Retrieved from
https://www.managementstudyguide.com on July 08, 2020.