12




Entrepreneurship – Grade 12
Alternative Delivery Mode
Quarter 1 – Module 8: Develop a Brand Name
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 exploitation of such work for profit.
Such agency or office may, among other things, impose as a condition the payment of
royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright holders.
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, Division of Palawan

Schools Division Superintendent:
Natividad P. Bayubay, CESO VI
Assistant Schools Division Superintendents:
Loida P. Olavario, Ph.D.
Felix M. Famaran

Development Team of the Module

Writers: Aiza C. Diorda
Content Editor: Edheson M. Gapad
Language Editor: Marianne R. Valdez
Reviewers: Eric N. Quillip
Management Team: Aurelia B. Marquez
Rodgie S. Demalinao
Eric N. Quillip

Printed in the Philippines by ________________________

Department of Education – Schools Division of Palawan

Office Address: Gov. Salvador P. Socrates Government Center

PEO Compound, Bgy. Bancao Bancao, Puerto Princesa City
Philippines 5300
Telefax: (048) 433-6392
E-mail Address: palawan@deped.gov.ph

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 12

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


iii
Introductory Message
For the facilitator:

Welcome to the Entrepreneurship – Grade 12 Modular Distance Learning (MDL)

Self-Learning Module on Develop a Brand Name!
This module was collaboratively designed, developed and reviewed by educators
from public institution to assist you, the teacher or facilitator in helping the
learners meet the standards set by the K to 12 Curriculum Most Essential Learning
Competencies (MELCs) in the “New Normal” situation 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.

iv
For the learner:

Welcome to the Entrepreneurship – Grade 12 Alternative Delivery Mode (ADM)

Module on Develop a Brand Name!
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:

What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in
the module.

What I Know This part includes an activity that aims to

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.

What’s In This is a brief drill or review to help you link

the current lesson with the previous one.

What’s New In this portion, the new lesson will be

introduced to you in various ways; a story, a
song, a poem, a problem opener, an activity
or a situation.

What is It This section provides a brief discussion of

the lesson. This aims to help you discover
and understand new concepts and skills.

What’s More This comprises activities for independent

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 Have Learned This includes questions or blank

sentence/paragraph to be filled in to process
what you learned from the lesson.

What I Can Do This section provides an activity which will

help you transfer your new knowledge or
skill into real life situations or concerns.

Assessment This is a task which aims to evaluate your

level of mastery in achieving the learning
competency.

v
 Additional Activities In this portion, another activity will be given
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!

vi
 What I Need to Know

This module was designed and written with you in mind. It is here to help you
master the requisites of developing a brand name. 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.

The module is composed of one lesson, namely:

• Lesson 1 – Develop a Brand Name

After going through this module, you are expected to:

1. Differentiate brand name, brand mark, and trademark;
2. Familiarize on how to develop a brand name; and
3. Develop their own brand name, logo, and/or tagline

1
 What I Know

Directions: Choose the letter of the best answer and write it on your answer sheet.

1. Which of the following terms below is most closely associated with the
statement: “it enables consumers to easily distinguish one product/service from
another”?
a. Identification c. Positioning
b. Protection d. Pricing

2. Addressing and providing unique solutions to problems or needs of consumers’

in the marketplace is what type of brand-development process?
a. Position your product or service c. Decide what you’re going to brand
b. Write brand definition d. Develop a tagline

3. Which of the following choices below represents a powerful symbol to the

consumer when logo design, colors, and letterings are effectively combined?
a. Brand name c. Brand mark
b. Trade mark d. Bench mark

4. A brand name should be, except?

a. Unavailable to use c. Easy to spell
b. Easy to pronounce d. Non-offensive or negative

5. Business owners can change how the brand is presented. Which of the following
steps below is correct about the statement?
a. Launch your brand c. Do your research
b. Develop a tagline d. Realign your brand

6. Jollibee Food Corporation is one of the well-known and strong companies in the
business industry. JFC, showcase the value of a customer that leads to
developing emotional connection especially the kids. Which is the result of
branding applies to the statement, except?
a. Costumers referrals
b. Customer loyalty
c. Easy to introduce new products/services
d. Spend so much money/time in the long run

7. When finding out everything about your market and products or service is a
brand-development process of which choices below?
a. Decide about the brand c. Do your research
b. Write brand definition d. Leverage your brand

8. Which of the following is ideal when creating a brand name?

a. Long and detailed
b. Pronounceable in only one way
c. Like to become outdated
d. Hard to adapt to any form of advertisements

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9. It refers to the legal designation indicating that the owner has exclusive use of a
brand and is prohibited by law to use by others from using it.
a. Brand name c. Trade mark
b. Brand mark d. Benchmark

10. When you already have loyal customers or “suki” and a strong brand, it will be
easy to ___________________. Your customers will already be interested in what
you do.
a. Costumers referrals
b. Customer loyalty
c. Easy to introduce new products/services
d. Provide benefits for buyers/sellers

11. Which of the following purpose of branding that enables the owner of the brand
name to enjoy the goodwill associated with the name so as not to take
advantage of by others?
a. Identification c. Protection
b. Positioning d. Marketing

12. The following statements below are correct about the brand name, except?
a. Proprietary name
b. Group of letters
c. Group of letters and numbers
d. None of the above

13. It will provide a memorable phrase that gives the consumer a quick indication of
your product, brand, and market position.
a. Position your product or service
b. Write the brand definition
c. Decide what you’re going to brand
d. Develop a tagline

14. There are having benefits in developing a brand name in products or services.
Which of the following would not be among those benefits?
a. Leads to customer loyalty
b. Branding = Inconsistency
c. Determine the sales
d. Gives confidence to business

15. This is a “care and feeding” phase of the branding process; it’s the step that
leads to a strong, healthy, resilient brand. Which among the following steps of
creating a name?
a. Decide about the brand c. Do your research
b. Write brand definition d. Leverage your brand

3
Lesson

1 Develop a Brand Name

One of the most important aspects of making a sale is marketing. Starting from
conceptualization to production and ensuring that the products and services end
up with consumers is indeed a sophisticated process that requires accurate
analysis coupled with hard work.
Like a restaurant offering its menu to consumers, various recipes are presented in
order. Once tasted, a necessary response follows. This response will mean the
survival of the business. In addition to making decisions about actual products,
marketers must make any decisions associated with branding. Branding today is
an effective mode of selling a product or service.

What’s In

In the previous lesson, you have learned the marketing mix (7Ps) concerning
business opportunity vis-à-vis: product, place, price, promotion, people, packaging,
and positioning.

Notes to the Teacher

Begin the lesson by letting the students do Activity No 1. Let the
students answer the given worksheet which will help them
familiarize with the key terms of functions, roles and skills
required of a manager.

4
 What’s New

The below activity will check how the company’s brand name and tagline familiar to
you.
Activity 1: Pick and Match!
Direction: Pick a tagline from Column A then match it to a company’s logo or
picture in Column B. Write a number only on the space provided.

COLUMN A COLUMN B

1. "Think Different."
2. "Melts in Your Mouth, Not in
Your Hands"
3. “Just Do It”
4. “Love ko ‘to”
5. “Nakasisiguro Gamot Ay Laging
Bago”
6. “Masarap Kahit Walang Sauce”
7. “One Thousand and One Nights”
8. “Your Home In The Sky”
9. “It’s Finger-Lickin' Good”
10. “Open Happiness”

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 What is It

In Activity 1, you were able to assess yourself how the company’s brand name with
its tagline familiar to you and how this business name well-known. In this part of
the module, you will learn about the brand, benefits, how to develop a brand name
for your product or business. This will also differentiate a brand name from a
brand mark, a trademark, and a tradename.

Brand name
It is a part of a brand that is verbally mentioned. A brand can be any of the
following:
➢ A proprietary name like “Kevin Jeff”
➢ A group of letters likes “RUSI” (Ramas Uy-Pitching Sons Inc.)
➢ A group of numbers like “555” sardines
➢ A group of letters and numbers like 7-UP.
➢ A symbol, such as the arch design of McDonald's, or a combination of the
foregoing.
➢ When the brand name, logo design, colors, letterings, and packaging are
combined effectively, they represent a powerful symbol to the consumer. A
brand name is often a product’s distinguishing characteristic. Without the
brand name, it is difficult to identify the firm’s products.

Brandmark
It is not orally articulated. It is not made up of words but instead is represented as
a symbol or a design.

Trademark
It is a legal designation indicating that the owner has exclusive use of a brand or a
part of a brand and that others are prohibited by law from using it. To protect a
brand name or brand mark, an organization should register it as a trademark with
the Patent Office.
Rather than mentioning the name of a specific product, a tradename is used. It is
the full and legal name of an organization such as the Toyota Company.

WHY BRANDS EXIST?

1. IDENTIFICATION. It enables consumers to easily distinguish between one
product and another. Magnolia, for instance, branded a generic product-
dresses chicken, and within two years from launch, became the leading
brand. The magnolia identity became the consumer’s simplifier choice.
Compatibility must always be considered in choosing brand names. Never
choose a soft name for a hard product like power generators.

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 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 of by others.

3. POSITIONING
It enables the owner to communicate the benefits of his product vis-à-vis
competition. An example is “Ariel” detergent powder removes stains while
“Tide” whitens.

HOW TO DEVELOP A BRAND?

If you are ready to brand yourself or your business, you need to have a clear
understanding of what developing a brand involves before you get started.

Your brand-development process should always follow these major steps:

1. Decide what you’re going to brand. Are you branding a product, a service, a
company, or an individual?

2. Do your research. First, find out everything there is to know about your
market. Then, find out everything there is to know about your product or
service.

3. Position your product or service. Find and win a place for your offering in the
marketplace and consumers’ minds by providing unique solutions to
problems or needs that aren’t already being addressed by competing
products.

4. Write your brand definition. Your brand definition describes what you offer,
why you offer it, how your offering is different and better, what unique
benefits your customers can count on, and what promise or set of promises
you make to all who work with and buy from your business.

5. Develop your name, logo, and tagline. Your name is the key that unlocks your
brand image in your consumer’s mind. Your logo is the brand mark or
symbol that serves as the face of your brand. Your tagline is a memorable
phrase that provides consumers with a quick indication of your product,
brand, and market position.

6. Launch your brand. Your brand goes public when you unveil your name,
logo, and slogan, and when you begin to tell your market the story of how
your brand reflects what you stand for.

7. Manage, leverage, and protect your brand. This is the “care and feeding”
phase of the branding process; it’s the step that leads to a strong, healthy,
resilient brand. Just like good parenting, good branding management can be
summed up in a single word — consistency.

8. Realign your brand to keep it current. Occasionally, you can change how your
brand is presented. From time to time, you need to update your brand

7
 presentation (the face of your brand) to keep it relevant to the market in
which it lives.

Things to consider when creating or developing a brand name:

• Short and simple
• Easy to spell, pronounce and remember
• Pronounceable in only one way
• Indicative of the benefits of the product or service
• Easy to adapt to packaging and labeling requirements or any form of
advertising
• Non-offensive or negative
• Unlikely to become outdated
• Legally available for use

Benefits of Branding
1. Branding provides benefits for both the buyers and sellers. Brands help buyers
identify specific products that they like to purchase. Conveniently, this in turn
facilitates the purchase of items that satisfy their needs; simultaneously
reducing the time required to purchase the product.

2. Brands are determinants of sales. Consumers are attracted to translate these

brand names to purchases. Brand names that are tarnished are difficult to
resuscitate. Ninety percent of products with damaged brand names reach the
end of their cycle. They suffer a natural “death”.

3. Branding will give you confidence in your business. Beautiful branding will
make you proud to share and market your business. If people see that
you’re confident in what you do, they’ll be more likely to trust you and
your expertise.

4. Established branding will make it easier to introduce new products or

services. If you already have loyal customers and a strong brand, it will
be easier to introduce new products or services. Your audience will
already be interested in what you do, so they will be more inclined to
accept, participate in, or celebrate the new things you are offering.

5. Branding leads to customer loyalty. Good branding elevates a business

and builds recognition and loyalty. Customers are attracted to brands
that share similar values with them. When you showcase what you value
through branding, customers will develop an emotional connection to you.

6. Branding leads to returning customers & referrals. If you deliver what your
brand promises, your customers will remember you. Your clients and
audience can be the best form of marketing. If they ever need your
services or products in the future, they will think of you first and will
most likely refer you to their friends.

8
7. Branding = Consistency. With solid branding in place, you can easily keep
things consistent and make decisions more quickly when it comes to your
customer experience. You won’t have to constantly question yourself on
the little things like, “What font should I use? What color sh ould I use?
How should this look?” With a brand style guide, all of those things will
be set.

Branding your business will save you money and time in the long run. For
small businesses, it’s so important to watch where your money is being
spent. You have to decide what is most important to you and what makes
the most sense for your business.

Notes to the Teacher

The brief discussion above provided enough information for the
students to do the activities on the succeeding pages. Such
activities are designed for individual preparation and lesser
teacher intervention.

9
 What’s More

Activity 2: Let’s walk, let’s do the survey!

Directions: Complete the tasks below.
1. Ask anyone from your family members, neighborhood, and friends. Survey at
least 10 people. Use the guide question below.
• What is your favorite brand for the following categories:
Clothes : ___________
Shoes : ___________
Coffee : ___________
Shampoo : ___________
Detergent powder : ___________
Restaurant : ___________
Mobile Phone : ___________
2. After completing the survey, make a table for you to see what is the most
chosen and least brand is. Use the sample format.
Clothes Shoes Mobile Coffee Shampoo Detergent Restaurant
Phone Powder
1
2
3
4
5
6
7
8
9
10

3. Make a simple evaluation or assessment of the survey conducted by you.

Why do you think the brand for the specific category is the most chosen and
least chosen? Make at least 3 sentences for your explanations.

Notes to the Teacher

Activities 2, 3 and 4 are designed to develop and enrich students’ knowledge
on the functions, roles and skills of a manager. The activities ensure that
students’ full understanding of the lesson is achieved. The scoring rubrics
will guide the students in doing the activities.

10
 What I Have Learned

At this point, let us see how much you have gained from the given discussions and
activities you have undergone.

Activity 3: Organized me!

Direction: Fill in the space provided by writing the required statement below.
Briefly discuss the needed information.

Write your own definition of Brand Name

Process of developing a Things to consider in Importance of brand name

brand. (Write in the box creating a brand name (Write in business. (Write in the box
provided below) in the box provided below) provided below)

Scoring Rubrics for Activity 3: Organize me

Score Particular
8 Clearly stated the required information and properly punctuated the
sentence.
5 Undefined information and properly punctuated the sentence.
3 Undefined information.

11
 What I Can Do

Activity 4: Case Study

Directions:

1. Find a picture of the company’s brand name and/or logo with informative
background or facts. Copy or cut and paste it on your paper.

2. Use the picture pasted on your paper to complete the following items
below. Discuss the following that corresponds to the scoring rubrics.
Particular Discussion
Brand name and/or Logo
Tagline
Year started

Lists and explain each step

used by the company on
how they develop a brand
name. (Based on your
observation)
Edge of the brand name to
rivalry or competitors.

Scoring Rubrics for Activity 4: Case Study

Score
Category 5 3 1
Brand name The output pasted The output The output
picture with contain brand contains minimal contains picture
background/facts name picture with background/facts only
solid
background/facts
Listing of steps Listed 5 steps Listed at least 2 to Listed at least 1
on how to above and 4 steps with to no response
develop brand excellent excellent with an
explanation. explanation.
name and explanation.
discussion
Edge of the brand Properly write the Improper No response.
name to rivalry or sentence with punctuation and
competitors. excellent capitalization with
clear discussion.
discussion.

12
 Assessment

Directions: Choose the letter of the best answer. Write the chosen letter on a
separate sheet of paper.

1. Which of the following choices below represents a powerful symbol to the

consumer when logo design, colors, and letterings are effectively combined?
a. Brand name c. Brand mark
b. Trade mark d. Bench mark

2. Which of the following purpose of branding that enables the owner of the brand
name to enjoy the goodwill associated with the name so as not to take
advantage of by others?
a. Identification c. Protection
b. Positioning d. Marketing

3. Business owners can change how the brand is presented. Which of the following
steps below is correct about the statement?
a. Launch your brand c. Do your research
b. Develop a tagline d. Realign your brand

4. The following statements below are correct about the brand name, except?
a. Proprietary name c. Group of letters and numbers
b. Group of letters d. None of the above

5. Addressing and providing unique solutions to problems or needs of a consumer’

in the marketplace is what type of brand-development process?
a. Position your product or service c. Decide what you’re going to brand
b. Write brand definition d. Develop a tagline

6. It will provide a memorable phrase that gives the consumer a quick indication of
your product, brand, and market position.
a. Position your product or service c. Decide what you’re going to brand
b. Write brand definition d. Develop a tagline

7. A brand name should be, except?

a. Unavailable to use c. Easy to spell
b. Easy to pronounce d. Non-offensive or negative

8. Which of the following is ideal when creating a brand name?

a. Long and detailed
b. Pronounceable in only one way
c. Like to become outdated
d. Hard to adapt to any form of advertisements

13
9. There are having benefits in developing a brand a name in product or service.
Which of the following would not be among those benefits?
a. Leads to customer loyalty c. Determine the sales
b. Branding = Inconsistency d. Gives confidence to business

10. Jollibee Food Corporation is one of the well-known and strong companies in the
business industry. JFC, showcase the value of a customer that leads to
developing emotional connection especially the kids. Which is the result of
branding applies to the statement, except?
a. Costumers referrals
b. Customer loyalty
c. Easy to introduce new products/services
d. Spend so much money/time in the long run

11. It refers to a legal designation indicating that the owner has exclusive use of a
brand and is prohibited by law to use by others from using it.
a. Brand name c. Trade mark
b. Brand mark d. Benchmark

12. When finding out everything about your market and products or service is a
brand-development process of which choices below?
a. Decide about the brand c. Do your research
b. Write brand definition d. Leverage your brand

13. When you already have loyal customers or “suki” and a strong brand, it will be
easy to ___________________. Your customers will already be interested in what
you do.
a. Costumers referrals
b. Customer loyalty
c. Easy to introduce new products/services
d. Provide benefits for buyers/sellers

14. This is a “care and feeding” phase of the branding process; it’s the step that
leads to a strong, healthy, resilient brand. Which among the following steps of
creating a name?
a. Decide about the brand c. Do your research
b. Write brand definition d. Leverage your brand

15. Which of the following terms below is most closely associated with the
statement: “it enables consumers to easily distinguish one product/service to
another”?
a. Identification c. Positioning
b. Protection d. Pricing

14
 Additional Activities

Let us reinforce the skills/knowledge that you have gained from this lesson by
doing the next activity.

Activity 5: Battle of the Brand!

This activity will help you to create a name for your aspiring business in the future.
Please complete the tasks below.
1. Identify your business. Is it a product or a service?
2. Choose a brand name. Follow the steps on how to develop a brand name.
3. Think of a tagline for your business.
4. Make your own logo based on your preferred brand name and tagline.
5. Illustrate it creatively by printing out or draw it on clean short bond paper .

15
 16
What I Know
1. A
Activity 1
2. A
3. A 1. 5
4. A 2. 1
5. D 3. 8
6. D 4. 6
7. C 5. 3
8. B 6. 4
9. C 7. 10
10. C 8. 2
11. C 9. 9
12. D 10. 7
13. D
14. B
15. D
Activity 3 - Students’ answers might vary. Scoring will be based on the Rubrics
Activity 5 Students’ answers might vary. Scoring will be based on the Rubrics
Assessment
1. A 9. B
2. C 10. D
3. D 11. C
4. D 12. C
5. A 13. C
6. D 14. D
7. A 15. A
8. B
Answer Key
References

Felina C. Y. and Cristobal M. P. Principles of Marketing. Philippines: Rex Book

Store. Inc., 2008
https://lisacron.design/blog/2017/8/11/11-benefits-of-branding-your-small-
business
Josiah G. Marketing Mix Strategy in the Philippine Setting. Philippines: Josiah Go,
1999

For inquiries or feedback, please write or call:

Department of Education – SDO Palawan

Curriculum Implementation Division Office

2nd Floor Deped Palawan Building
Telephone no. (048) 433-6392

Learning Resources Management Section

LRMS Building, PEO Compound
Telephone no. (048) 434-0099

17