Republic of the Philippines

Department of Education
Regional Office IX, Zamboanga Peninsula

12 Zest for Progress

Z Peal of artnership

Technical Vocational Livelihood

Quarter 2 - Module 8:
Food Processing
(Fish and Meat)

Name of Learner: ___________________________

Grade & Section: ___________________________
Name of School: ___________________________
Food Processing (Fish and Meat) – Grade 12
Alternative Delivery Mode
Quarter 2 – Module 8: Develop a brand for the product
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any work of
the Government of the Philippines. However, prior approval of the government agency or office
wherein the work is created shall be necessary for the exploitation of such work for a profit.
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royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
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Every effort has been exerted to locate and seek permission to use these materials from their
respective copyright owners. The publisher and authors do not represent nor claim ownership
over them.

Published by the Department of Education

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

Development Team of the Module

Developer: Pilardo T. Estrellas

Editors: Valeria Fidez G. Corteza, Ph. D.
James B. De Los Reyes, Ph.D.
Reviewers: Laarni V. Miranda, Ed.D.
Marissa F. Castro
Illustrator: Gilbert Zamora
Layout Artist: Marissa F. Castro
Management Team:
Roy C. Tuballa, EMD,JD,CESO VI
Jay S. Montealto, CESO VI
Norma T. Francisco, DM
Mildred D. Dayao, Ed.D
Laarni V. Miranda, Ed.D.
Aida Coyme, Ed.D.

Printed in the Philippines

Printed in the
Department of Philippines by ________________________
Education Region IX – Zamboanga Peninsula
Department
Office Address: – Region
of EducationPres. IX
Corazon
Sonia C. Aquino Regional Government
D. Gonzales
Center, Balintawak, Pagadian City, Zamboanga del
Office Address: Sur Province 7016
____________________________________________
Telefax: (062) 215-3753, 215-3751, 991-1907, 215-3789
____________________________________________
E-mail Address:
Telefax: region9@deped.gov.ph
____________________________________________
E-mail Address: ____________________________________________
 What I Need to Know

Congratulations! This manual is one part of a Learning Kit, which is a resource

provided to learners, teachers, and assessors to help you become skilled and
competent in various areas of Technical Vocational/ Technology and Livelihood
Education.
This module was designed and written with you in mind. It is here to help
you master Food Processing (Fish and Meat). The lessons are arranged to follow the
standard sequence of the course.

The module is about:

Learning Outcome No. 3: Develop a brand for the product
After going through this module, you are expected to:
1. Define product branding;
2. Enumerate recognizable brands in the town/province;
3. Enumerate the benefits of having a good product branding;
4. Enumerate the different types of branding;
5. Analyze and list down the strength, weaknesses, opportunities, and threats
in branding products;
6. Generate a clear appealing product brand;
7. Identify the tagline of some famous brands.

What I Know

I. MULTIPLE CHOICE: Directions: Read the questions carefully and select the
answer from among the choices given. Write only the letter of the
correct answer. Write your answer on the space provide before the number.

__________1. The process of making new products which will be sold to the
 customers. What do you call this process?
A. product analysis C. product development
B. product conceptualization D. product implementation
__________2. The following are some of the good impacts of good branding, except
one:
A. Clearly deliver a message
B. Motivate the buyer to make a purchase
C. Confirm the brand's credibility in the marketplace
D. Does not create user loyalty
__________3. What do you call this managerial tool where in it is used to assess the
environment and to gather important information that can be used for
strategic planning?
A. scanning C. WOTS Analysis
B. SWOT Analysis D. survey analysis
__________4. What do you call this process where in you are going create names,
symbols, or designs that will identifies and differentiates your
products from other products?
A. product naming C. Product branding
B. unique selling proposition D. tagline
__________5. A meaningful and unforgettable statement that captures the essence
of the Brand. What do you call it?
A. product naming C. branding
B. unique selling proposition D. tagline
__________6. A recognition and elevation that a strong brand builds upon all lend to
greater customer loyalty. Customers are attracted to brands that they
share values with and it often lasts a lifetime and even transfers to
future generations. What does it refer?
A. Competitive edge in the market
B. Enhanced credibility and ease of purchase.
C. Customer recognition.
D. Customer loyalty and shared values
__________7. This is used by businesses interested in creating and maintaining a
good reputation. This type of branding is____________.
A. Product Branding C. Corporate Branding
B. Personal Branding D. Geographical Branding
__________8. The following are simple tips to publicize your brand, except one:
A. Design a logo C. Sustain a brand quality
B. Develop a tagline D. Practice inconsistency
__________9. One of the most important aspects in any business because it
identifies and differentiates products from other products. What aspect
does it refer to?
A. Branding C. design
B. Logo D. Tagline
__________10. A type of branding that associates the brands of two or more
companies with a specific product or service. This type of branding is
what?
A. Co-Branding C. Corporate Branding
B. Personal Branding D. Geographical Branding

II. TRUE OR FALSE:

Directions: Read the statement below carefully. Write T if the statement is TRUE
and F if the statement is FALSE. Write your answer
on the space provided before the number.

___________1. Before you start making any decisions about your brand, you need to
Understand the current market, i.e., who your potential customers
and current competitors are.
___________2. The logo is the least important element of branding, especially where
this factor is concerned, as it is essentially the face of the company .
___________3. Your brand is derived from who you are, who you want to be and
what people perceive you to be.
___________4. A good product can deliver message clearly, confirm credibility,
connect to target prospect, motivate buyers, and concretize user
loyalty
___________5. Business ideas cannot be generated by examining what goods and
services are sold outside the community.
___________6. In generating a business idea, you should first identify the type of
business suited to your business idea.
___________7. Branding is one of the most important aspects in any business.
___________8. Business ideas cannot come from your own skills.
___________9. Needs for the products and services are referred to as market
demand.
___________10. A good brand will clearly deliver a m.ssage, confirm the brand's
credibility in the marketplace, emotionally connect target prospects
with a product or service, motivate the buyer to make a purchase
and create user loyalty.

Lesson
Develop a brand for the
3 product

This lesson discusses the benefits of having a good brand as well develop
and generate clear appealing product brand. This helps to identify a product and
distinguish it from other products and services.

What's In
 Decades ago, branding was defined as a name, slogan, sign, symbol or design,
or a combination of these elements, that distinguish one company, product, or
service from another. Today, branding is more complex and even more important.

‘’How to Start Your Own Brand?”, “What should it look like?”, “How should it make
people feel?” “Will it resonate with my target audience?”. These are questions that
inevitably come up when you start thinking about how to connect the dots between
what you’re selling and who you’re trying to reach.
When you think about it, people have personal brands too. We each have a name,
a face, a style, a way of communicating, and with these traits, we make different
impressions on different people.

Likewise, businesses have names, products, logos, colors, fonts, voices, and
reputations that make up what they are and affect how they’re perceived.
You can’t build a brand without being consistent and maintaining that consistency
as you extend your brand to every part of your business. But it all starts with
establishing what that consistency is going to look like and the feeling you want it to
evoke.

QUESTIONS TO PONDER:
• What are some of recognizable brands in your town or province? (categorize
brands such as fast foods, apparels or processed foods).
• What do you think is the reason why their business brands are successful?

What's New

Be an Entrepreneur:
This activity will enhance what you have learned so far. Imagine you’re an
entrepreneur. Think of a product that you intend to sell in the market. Afterwards,
draw a logo or design of your business/product. Then, list down 3 benefits of your
own product.

List down 3 Benefits of

your product.
Draw a logo/design of your product. _____________________
What is the Name _____________________
of the Product? _____________________
_____________________
_____________________
_______________ _____________________
_ _____________________
_____________________
_____________________
_____________________
_____________________
_________

What is It

Product Branding
Branding is a marketing practice of creating a name, a symbol or design that
identifies and differentiates product or services from the rest. It is also a promise to
your customers. It tells them what they can expect from your product or service and
it differentiates your offerings from other competitors. Your brand is derived from
who you are, who you want to be and what people perceive you to be.
Branding is one of the most important aspects in any business. An effective
brand strategy gives you a major edge in increasingly competitive markets. Branding
is not just about getting your target market to select you over the competition. It's
also about getting your prospects to see you as the sole provider of a solution to their
problem or need. In its essence, branding is a problem-solver. A good
brand will: Clearly deliver a message, Confirm the brand's credibility in the
marketplace, Emotionally connect target prospects with a product or service,
Motivate the buyer to make a purchase and Create user loyalty.
Here are simple tips to publicize your brand:
• Develop a tagline. Write a statement that is meaningful, impressive, and
easy to remember to capture the essence of your brand.
• Design a logo. Create a logo symbolic of your business and consistent
with your tagline and displace it strategically.
• Write a brand message. Select a key message to communicate about
your brand.
• Sustain a brand quality. Deliver a promise of quality through your
brand.
• Practice consistency. Be reliable and consistent to what your brand
means in your business.

Here are five of the major benefits you can expect to see when you have a
strong brand:
▪ Customer recognition. Having a strong brand works to build
customer recognition. This means when a customer is shopping for a
particular product or considering a company to perform a service, they
recognize your company in the running. Consumers are far more likely
to choose a brand that they recognize over something unfamiliar, even
if they don’t know a great deal about your company at the time.

▪ Competitive edge in the market. Your brand is what differentiates

you in the marketplace. When customers recognize and back your
brand, it helps lend a competitive edge to your company. The more
recognition you receive and the more you build your brand, the more
you will find that your brand elevates and is competitive with other well-
known brands.

▪ Easy introduction of new products. When you already have a strong

brand and loyal customers, it is often easier and less expensive to
introduce new products or test them out before you further invest in
them. If you have a loyal brand following, your customers will often be
interested in your new products and even anticipate them being
released.

▪ Customer loyalty and shared values. The recognition and elevation

that a strong brand builds upon all lend to greater customer loyalty.
Customers are attracted to brands that they share values with. When
you build a strong brand, you need to convey these values to build an
emotional connection with customers. Brand loyalty often lasts a
lifetime and even transfers to future generations.

▪ Enhanced credibility and ease of purchase. Having a strong, well-

known brand enhances your credibility with customers, your industry,
and the marketplace as a whole. As you build your credibility, you also
build recognition, loyalty, and competitiveness. Everything goes hand-
in-hand, and you’ll find that your credibility has a direct connection to
customers ease of purchase. We want to buy from companies we like,
 know, and trust. If your brand is credible, you’re far more likely to get
the sale.

Different Types of Branding: from Simon Page College of Marketing.

1. Product Branding:
This is the most common and easiest type of branding. Product branding is a
symbol or design that identifies and differentiates a product from other products.
Product branding is very easily noticeable when you walk through a supermarket
filled with different products as most products are branded with a unique colour,
design and logo.

2. Personal Branding:
This type of branding is very common among politicians, athletes and
celebrities. Personal branding makes it possible for famous people to reflect a good
image of themselves to the public. Politicians, for instance, use personal branding to
create a good impression and convince voters that they are right for an office.

3. Corporate Branding:
This type of branding is used by businesses interested in creating and
maintaining a good reputation. Corporate branding thus cuts across an
organisation’s services, products, employees, corporate culture as well as corporate
social responsibility. Every activity carried out by an organisation has a positive or
negative effect on its reputation A wrong decision can in fact have an adverse effect
on the corporate brand.

4. Geographical Branding:
This type of branding is used for specific services and products that are
peculiar to a particular region. Geographical branding is commonly used in the
tourism industry. Various countries and regions try to brand things that make them
different from other areas. Landscape, cuisine, tourist centres within a popular
region are usually advertised and eventually become associated with the region.

5. Retail Branding:
Retail branding is mostly used by industry giants to increase the interest of
consumers and make product sales outpace the competition. A lot of money is spent
to develop unique brand images that convince consumers to select their brand
instead of others. Retail branding however requires a lot of planning. The right
strategy needs to be adopted to ensure its success.

6. Co-Branding:
Co-branding is a type of branding that associates the brands of two or more
companies with a specific product or service. It can also be described as marketing
partnership between two or more brands such that the success of one brand rubs
off on the other. Co-branding is effective in building business, increasing awareness
and breaking into new markets.
 What's More

SWOT analysis to help with Branding and Marketing

SWOT is an acronym. The letters stand for strengths, weaknesses,
opportunities and threats. SWOT is undeniably an effective tool to analyze and scan
potential factors that might affect your business, products or even in branding a
product to ensure that the products or services you are planning to offer will be
patronized and within easy reach of target consumers.
Generally, you should conduct SWOT to find answers to the following questions:
▪ What is your business’ strongest asset?
▪ What can you improve?
▪ What trends do you foresee? What changes can present exciting opportunities?
▪ What obstacles do you face?

How to conduct SWOT Analysis:

• Be realistic about the strengths and weaknesses of your brand when
conducting SWOT Analysis.
• SWOT Analysis should distinguish between where your
business/brand is today, and where it can be in the future.
• SWOT Analysis should always be specific. Avoid any gray areas.
• Always apply SWOT Analysis in relation to your competition,
i.e. better than or worse than your competition.
• Keep your SWOT Analysis short and simple. Avoid complexity and over
analysis.
• SWOT Analysis is subjective.
Task: SWOT Analysis
Directions: List down all your observations for your brand idea. Categorize your
observations according to strengths, weakness, opportunities and
treats. After carefully listing them down, use the stated strategies to
come up with a sound analysis, activities and best brand idea.

NOTE: GENERATE YOUR IDEA FROM YOUR PREVIOUS ACTIVITY ON “WHAT’S

NEW”.
STREGNTHS (S) WEAKNESSES (W)
- -
- -
- -
OPPORTUNITIES (O) THREATS (T)
- -
- -
-
Strategies:
SW Maximize on the Strengths to overcome the internal Weakness.
OW Capitalize on the Opportunities to eliminate the internal Weakness.
ST Maximize on your Strengths to eliminate the external Threats.
OT Take advantage of the available Opportunities to eliminate the
external Threats.

1. Analysis:
____________________________________________________________________________
____________________________________________________________________________
_______________________________________________________
2. Activities:
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
3. My Best Business Idea:
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

What I Have Learned

• What is product branding?

__________________________________________________________________________
__________________________________________________________________________

• What are some of recognizable brands in your town or province? (Enumerate

and categorize brands such as fast foods, apparels or processed foods).
__________________________________________________________________________
__________________________________________________________________________
• What are the benefits of having a good brand?
___________________________________________________________________________
___________________________________________________________________________

• What are the different types of product branding? Describe each.

___________________________________________________________________________
___________________________________________________________________________
• Why is product branding important aspect in business?
___________________________________________________________________________
___________________________________________________________________________

• How are you going to generate a clear appealing product brand?

___________________________________________________________________________
___________________________________________________________________________
 What I Can Do

Be an Entrepreneur: Generate a clear appealing product branding

This activity will enhance what you have learned so far. Imagine you’re an
entrepreneur. Think of a product that you want to sell in your own business. Then,
draw a logo or design for your product as your branding strategy. After, make a
unique selling proposition. Write your answers inside each column.

What is the Product you are going to sell in your business?

____________________________________

Draw a logo/design of your What is your Unique

product. Selling Proposition or
Tagline?

Directions: Read each sentence carefully. Write the letter of your answer on a
separate paper.
__________1. The process of making new products which will be sold to the
customers. What do you call this process?
A. product analysis C. product development
B. product conceptualization D. product implementation
__________2. The following are some of the good impacts of good branding, except
one:
A. Clearly deliver a message
B. Motivate the buyer to make a purchase
C. Confirm the brand's credibility in the marketplace
D. Does not create user loyalty

__________3. What do you call this managerial tool where in it is used to assess the
environment and to gather important information that can be used for
strategic planning?
A. scanning C. WOTS Analysis
B. SWOT Analysis D. survey analysis
__________4. What do you call this process where in you are going create names,
symbols, or designs that will identifies and differentiates your
products from other products?
A. product naming C. Product branding
B. unique selling proposition D. tagline
__________5. A meaningful and unforgettable statement that captures the essence
of the Brand. What do you call it?
A. product naming C. branding
B. unique selling proposition D. tagline
__________6. A recognition and elevation that a strong brand builds upon all lend to
greater customer loyalty. Customers are attracted to brands that they
share values with and it often lasts a lifetime and even transfers to
future generations. What does it refer?
A. Competitive edge in the market
B. Enhanced credibility and ease of purchase.
C. Customer recognition.
D. Customer loyalty and shared values
__________7. This is used by businesses interested in creating and maintaining a
good reputation. This type of branding is____________.
A. Product Branding C. Corporate Branding
B.Personal Branding D. Geographical Branding
__________8. The following are simple tips to publicize your brand, except one:
A. Design a logo C. Sustain a brand quality
B. Develop a tagline D. Practice inconsistency
__________9. One of the most important aspects in any business because it
identifies and differentiates products from other products. What aspect
does it refer to?
A. Branding C. design
B. Logo D. Tagline
__________10. A type of branding that associates the brands of two or more
companies with a specific product or service. This type of branding is
what?
A. Co-Branding C. Corporate Branding
B. Personal Branding D. Geographical Branding

II. TRUE OR FALSE: Directions: Read the statement below carefully. Write T if the
statement is TRUE and F if the statement is FALSE. Write your answer
on the space provided before the number.

___________1. Before you start making any decisions about your brand, you need to
Understand the current market, i.e., who your potential customers
and current competitors are.
___________2. The logo is the least important element of branding, especially where
this factor is concerned, as it is essentially the face of the company .
___________3. Your brand is derived from who you are, who you want to be and
what people perceive you to be.
___________4. A good product can deliver message clearly, confirm credibility,
connect to target prospect, motivate buyers, and concretize user
loyalty
___________5. Business ideas cannot be generated by examining what goods and
services are sold outside the community.
___________6. In generating a business idea, you should first identify the type of
business suited to your business idea.
___________7. Branding is one of the most important aspects in any business.
___________8. Business ideas cannot come from your own skills.
___________9. Needs for the products and services are referred to as market
demand.
__________10. A good brand will clearly deliver a message, confirm the brand's
 credibility in the marketplace, emotionally connect target prospects
with a product or service, motivate the buyer to make a purchase
and create user loyalty.

Additional Activities

Directions: Below are examples of products and services. Write a unique

selling proposition for the following products.

Example: Burger king “Your way Right Away! We do it like you’d do it” ,
McDonalds “I’m lovin’ it”. ‘’Open Happiness” Coca-Cola .

1. Apple
_________________________________________________
2. Addidas
_________________________________________________
3. KFC
__________________________________________________
4. Mega Sardines
__________________________________________________
5. Mang Inasal

__________________________________________________
References
PECS and Environment and Market

http://amparonians.weebly.com/uploads/5/4/6/2/54623275/c-
chs_lm_module_1_pecs_and_module2_em_ok.pdf pp.30-34
How to build a brand
https://www.shopify.ca/blog/how-to-build-a-brand

Why is branding important when it comes to your marketing?

https://www.thebalancesmb.com/why-is-branding-important-when-it-comes-to-
your-marketing-2294845

Preservation of the Philippine Foods by Leon, Sonia Y. de, Guzman, Martilde. , pp-
123
What Is Product Development? Definition & Examples.” 2018. Productplan.com.
2018, https://www.productplan.com/what-is-product-development/.

“Unique Selling Proposition (USP) Definition - Entrepreneur Small

Business Encyclopedia.” 2012. Entrepreneur. 2012.
https://www.entrepreneur.com/encyclopedia/unique-selling-
proposition-usp.

Burnam, Elizabeth. n.d. “How to Define Your Unique Selling Proposition

(USP).” www.Newbreedmarketing.Com. Accessed July 13, 2020.

How to define your unique selling proposition?

https://www.newbreedmarketing.com/blog/how-to-define-your-unique-selling-
proposition-usp.

5 Major Benefits of a Strong Brand.” 2013. Millennium Agency. December16, 2013.

https://mill.agency/creative/5-major-benefits-strong-brand.

Onun, Mercy. 2017. “6 Types of Branding You Should Know |.” Simon Page College
of Marketing. November 29, 2017, https://www.simon- page.com/marketing/6-
types-branding.

Aries, Laura. 2016. “Should Branding Begin With the Product or the Company’s
Values?” Entrepreneur. February 10, 2016.
https://www.entrepreneur.com/article/270623.
Design, Inkbot. 2019. “What Is Product Branding and Why Is It Essential
in Retail?” Medium. August 8, 2019.
https://medium.com/@inkbotdesign/what-is-product-
branding-and-why-is-it-essential-in-retail-24568500515