SHS

Entrepreneurship
Module 9: Quarter 1 – Week 9
Entrepreneurship
Grade 11/12 Module 9: Quarter 1 - Week 9
First Edition, 2020

Copyright © 2020
La Union Schools Division
Region I

All rights reserved. No part of this module may be reproduced in any form without
written permission from the copyright owners.

Development Team of the Module

Author: Janice D. Florendo, T-I

Editor: SDO La Union, Learning Resource Quality Assurance Team
Illustrator: Ernesto F. Ramos Jr., P II

Management Team:

ATTY. Donato D. Balderas, Jr.

Schools Division Superintendent
Vivian Luz S. Pagatpatan, Ph.D
Assistant Schools Division Superintendent
German E. Flora, Ph.D, CID Chief
Virgilio C. Boado, Ph.D, EPS in Charge of LRMS
Mario B. Paneda, Ed.D, EPS in Charge of Araling Panlipunan

Michael Jason D. Morales, PDO II

Claire P. Toluyen, Librarian II
 Entrepreneurship
Module 9: Quarter 1 - Week 9
 Target

Marketing plays an important role in the attainment of a company’s goals and

objectives. It is about building and gathering customers. In today’s era, being on the
top in the business society is not permanent. Continuity in developing marketing
plans is not just designed to defeat competitors but to capture the market as well.

Marketing, as defined by the American Marketing 0rganization, is the activity,

set of organization, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners and society at
large (Approved 2017). Professionals as well as businessmen seek ways to get the
attention of their potential customer.

In your previous lesson, you are done with Marketing Mix as one way of
recognizing its importance in the development of marketing strategies. You have
discussed the Marketing Mix (7 P’s) in relation to business opportunity. You have
gained knowledge on marketing functions and the marketing mix that serve as
overall business strategy.

This module will focus on “Branding” as a factor in the development of

marketing strategies and will also provide you with information and activities that
will help you understand and develop appropriate brand name for your product.

After going through this learning materials, you are expected to:
1. Know the meaning and importance of branding; and
2. Develop a brand name (CS-EP11/12ENTREP-Oh-j-11).

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 Jumpstart

Activity 1: NAME THAT BRAND!

Are you familiar with the taglines of the famous companies? Let us see. Below are
selected taglines flashed in commercials.

Directions: Identify which company popularized it. Write your answers in a

separate sheet of paper.

1. “We find ways.”

2. Heart of the Filipino!

3. Langhap-Sarap!
4. We’ve Got It All for You!

5. “May Liwanag ang Buhay”

6. “We take pride in our courteous and safe drivers.”
7. “How thoughtful, how Goldilocks”

8. “THE TOTAL BOOKSTORE”

9. “In the Service of the Filipino”

10. “Hari ng Padala”

Activity 2: CUT AND PASTE!

Directions: From newspapers or magazine, cut your favorite brand. Paste it and list
down its essential features and benefits. Use a separate paper for your answers.
Scoring rubric for this activity is on the next page.

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Rubrics for Scoring:

CATEGORY 10 pts. 9 pts. 8 pts 7 pts or

below
Content Sentences Sentences Sentences Sentences
Facts contain minimal contain very contain some contain many
or no errors and few errors and grammatical errors or there
thoroughly accurately errors, and it is no
explains the explains the mostly explains explanation at
pictures. pictures. the pictures. all.
Clarity Expresses Opinion s and Unclear Does not
opinion and ideas are connection to express
ideas in a clear stated clearly the topic. opinions or
and concise with Evidenced in ideas clearly,
manner with occasional minimal no connection
clear lack of express of to the topic.
connection with connection to opinions or
the topic. the topic. ideas
Creativity Pictures are all Pictures are Some pictures Pictures are
clear and almost clear are clear and not clear and
relevant not
and make the and relevant relevant and relevant and
content easier to and make the make the make the
understand. content easier content easier content hard
to understand. to understand. to
understand.

Discover

In business society, success is not just defined or gauged by mere huge profit
generated from business ventures but also on the benefits being shared to
community.

Business owners focus on the different platforms of marketing their products

and services. Marketing plans and strategies are being benchmarked on different
factors such as people, place, products, price, promotions, process, and positioning.
Through this plan overall business strategy is being developed.

Thus, developing a brand name is one of the best marketing strategic

endeavors to let the market know your product and services. However, developing
such should adhere to the law specifically on the Intellectual Property Code (IP Code)
of the Philippines.

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What Is Branding?

Branding means “the use of a name, term, symbol, or design, or a combination

of these, to identify a product” (Caanon, Perrault, and Mc Carthy (2008). It comprises
the use of brand names, trademarks, and any other system of product identification.
This is to help identify and distinguish products and services offered from your
competitors. Branding plays a big role because it does not only give an impression
on the company but it also allows potential market to know what to expect from the
product and services as well as from the company itself. Your brand represents your
identity in the business world and how you want your customer to perceive who you
are.

A brand gives differentiation and distinction from that of the offering of other
company designed to meet similar need. This is to identify product and services. A
brand name connects a product with the benefit expectation of a customer. A brand
name can be a word, letter or a group of words or letter.
Examples of a brand names are: Palawan; LBC; ABS-CBN; PAL; Puregold; Jollibee;
Cherry Mobile; Metrobank; and CSI.

On the other hand, trademark is a legal term. The Philippine Intellectual

Property Code (IP Code) defines a trademark as “any visible sign capable of
distinguishing the goods(trademark) or services (service mark) of an enterprise and
shall include stamped or marked container of goods”. Thus a mark (1) must be a
visible sign and (2) must be capable of distinguishing one’s good and services from
those of another. A trademark includes only those words, symbols, or marks that are
registered for the use by a single company.

Moreover, brand logos are graphic marks or symbols commonly used by

commercial enterprises, organizations and even individuals to promote instant
public recognition. This will serve as visual identity of the company that will leave a
lasting impression with your market.

Below are samples of possible local trademarks/logos.

Figure 1: Brand Logos

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Why Branding is Important in Your Business?
Branding is ultimately a taxing task in a business because of the overall
impact it creates on your company. Branding can change people perception on your
brand; it can drive new opportunities and increase brand cognizance.

A. Branding Increase Awareness and Recognition

The ultimate reason why branding is being done in a company is increases
recognition and awareness thus letting your brand be known to the public.
The logo is the utmost component of branding, especially for this factor; it
serves as the face value of the company.

B. Branding Intensifies Corporate Value

Branding is important when you are seeking for new opportunities or even
thinking for future business investment. A well-established brand increases
corporate value by giving the company more control in the industry it belongs.
This paves way to more appealing investment opportunities because of its
strong position in the marketplace.

C. Branding Creates New Customers

A strong brand connects easily with people because of the positive impression
it creates about the company. Due to this very reason, they are likely to do
business with you. A brand that emanates reliability and trustworthy easily
captures the heart of a customer. Once the brand gained strong place in the
marketplace, word of mouth will be the best and most effective marketing
strategy to generate customer.

D. Improves Employee Pride and Satisfaction

Working for a strong and well-established branded company gives a feeling of
satisfaction and higher degree of pride for the work they do. Knowing the
company serves with full honesty and for the benefit of the public makes
working with them more fulfilling and satisfying.

E. Creates Trust within the Market Place

Building trust with customers, potential markets, and consumers is not easily
achieved overtime, however with proper branding it can be easily reached and
accomplished. A well-planned appearance and strategized branding help the
company to build trust among consumers and other stakeholders. Brand
representation being done by the professionals can easily gain trust, thus,
creating a positive impression that makes people do business with you.

F. Branding Supports Advertising

Advertising is one element of branding and advertising techniques mirror the
brand and its anticipated image you want the public to capture. A properly
branded product or service can easily match organized and interesting
advertising strategies that coincide with your branding goals and objectives.
Branding supports and compliments advertising.

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What are the Characteristic of a Good Brand Name?
Identity of products and services should always be unique and different from
that of the competitors. Having discussed and understood the meaning and
importance of branding, now let’s take a look on the characteristics of a good brand
name.

CHARACTERISTICS OF A GOOD BRAND NAME

It should be unique, short, simple and It can be pronounced in all languages.

distinctive. (For international markets)
It should be extendable. It has no unattractive imagery.
It should be easy to identify and recall. It is adjustable to any advertising
medium.
It should suggest about product’s It is adaptable to packaging and labelling
qualities and benefits. needs.
It should be capable of legal protection It is easy to pronounce.
and registration.
It should not portray bad or wrong It is up-to-date and timely.
meanings in other categories.
It should suggest product/service It is easy to read and spell.
category.

How to Brand Products or Services?

Developing your brand is like a journey of making a difference in business

world. There are essential factors to consider in creating your own brand. To brand
a product or a services, at the very least, then you have to answer the following
questions:

1. What is your company’s mission?

The company’s mission serves many purpose. It defines its culture, values,
ethics, objectives, and ultimate goals. It imparts “WHO” the company is. (e.g
BDO Mission Statement, “We are in business for our customers, shareholders
and employees. We shall deliver creatively innovative products and cross-sell
the BDO Uniband Group’s services supported by procedures, systems and
processes which will ensure utmost customer satisfaction.)” This mission
statement serves as the identity of the company.

2. What are the benefits and features of your products or services?

Essential characteristics of products or services offered are clearly evident for
the benefits of the customer. This allows the customer to know “WHAT” the
product or service does. The benefits and features should be always for
customer’s benefits and satisfaction.

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 3. What do your customers and prospects already think of your company?
Don’t think about what you think but rather know about what they think.
Focus and start from the needs of your market, hence you are answering
“HOW” you care. If markets known, you from a service oriented company don’t
offer them a product instead provide them something they need.

4. What qualities do you want customers to perceive about your company?

Customer perception regarding the image of the company is very important
because the personality and identity depend upon them. Your company is a
promise to your customer. Thus, answer “WHY YOU EXIST”.

A brand personality is a set of human characteristics that makes you human

in the eyes of your customer. By having this set of attributes it increases brand
loyalty and equity. Having a well-defined personality, you are giving reason
customers to conclude you are the one for them. This personality is a value-added
feature that brand gain in addition to each purposeful benefits. Below is a mind map
of brand personality that can be of great help in developing an effective brand name.

True

Authentic

Stro
Strong Daring
ng/T
ough Ruggedness Up-to-date

BRAND
Personality

Classy Competence

Reliable
Charming

Figure 2: Brand Personality

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 Explore

Assessment 1: Let’s Play WORD SEARCH PUZZLE! Below is a word search puzzle
containing brand names of different companies. Let see how familiar you are.

Directions: Encircle the words that correspond to the given clues. Then write your
answer on the blank provided after the number. Use separate sheet of paper for your
answer.
D K J O L L I B E E K O
A A S P O F Y E T H J P
T B U M R S L N Y U I N
U S R A A B S C B N G E
P W F Q L R E H T Q T S
U Q S O A T T T F D J C
T E K I S Y A G A R Y A
I F L L K E J Y K Y E F
A B O K A B S O L U T E
Z Y U M Q W T Y O D S P
C T D H A P E E O Y U R
F G T N O P D O W N Y I
Clues:

1. A famous fast-food chain whose signature menu is chicken joy, perfectly

seasoned to be crispylicious on the outside and juicylicious on the inside.
________________
2. Philippine retail brand of clothing, bags, accessories, footwear, and
fragrances; brand ambassador is actor Richard Gomez. ______________
3. A 100% distilled water undergone thorough purification and distillation
making it the cleanest and safest water for your baby and family. _____________
4. Popular for having the famous line #ParaKaninoKaBumabangon. ___________
5. One of the largest and popular broadcasting companies in the country whose
sensational closure brought the Filipino people in shock. _____________
6. #Mukhasim! A brand popularized by Senator Manny Pacquiao and Mommy
Dionisia. ______________
7. A dairy product (milk) corporation who owns Philippine Basketball Association
(PBA), Alaska Aces._______________
8. A toothpaste brand popularized by actress Angel Locsin._______________
9. According to Regine Velasquez TVC, it’s a “Machine Expert” walang gusot
kahit kinusot. ___________________________
10. Was endorsed by Ms. Universe 2015 Pia Alonzo Wurtzback and available for
different parfum collection. ________________

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Assessment 2: PICK AND ANALYZE ME!
Directions: Pick one brand logo of your choice and answer the following questions
at your best knowledge. Use separate sheet of paper for your answers. (Scoring
rubric for this activity is on the next page.)
If you are the owner of the company:

1. What are the factors you have to consider before placing your product or
services in the market?
_____________________________________________________________________

2. Do you agree with the way the company brand their products? Why or Why
not?
_____________________________________________________________________

3. What characteristic or qualities do you want customers perceives about the

company? Explain.
_____________________________________________________________________

4. Looking at the brand logo you have picked, is there any suggestion,
improvement, or modification you want to do? Why or why not?
_____________________________________________________________________

5. List down at least five (5) good characteristics of your brand name.
____________________________________________________________________

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Rubrics for Scoring:

Category 10 Points 9 Points 8 Points 7 Points

Content Extensive and Sufficiently Inadequate Apparent
precise content established content with and/or
demonstrating content with short insignificant
strong acceptable elaboration or content
development and elaboration or explanation
refined ideas. explanation.
Organization Advanced Well-organized Disorganized Insignificant
arrangement of arrangement of and varying control of
content with content that arrangement content
evidence and /or sustains a of content with arrangement.
elusive logical order or without
transitions with some attempts at
evidence of transition
transitions.
Sharp, different Apparent point No apparent Insignificant
controlling point made about a point but evidence of a
Focus made about a single topic with evidence of a topic.
single topic with adequate specific topic.
evident awareness of
awareness of task.
task

Deepen
Activity 1:
COMPLETE ME! Below are brand names and products to be marketed in the market.
Let us see how creative you are in making “TAGLINES”.

Directions: Create suitable “Tag lines” for the brand names and products below.
Write your answer on a separate sheet of paper.

Brand Name Product Taglines

1. Qusina ni Inay Lutong Bahay ___________________________
2. Smart Fuel Fuel ___________________________
3. Charmi’s Sweet Cakes ___________________________
4. SaleSale Ice Cream Ice cream ___________________________
5. BUKAL Water ___________________________

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Activity 2: HERO AND ANTI HERO!

Directions: Read and analyze the following situations. Answer what is being asked.
Use separate paper for your answer. (Scoring rubric for this activity is on the next
page.)

If your brand is considered as hero, who is your anti-hero? How you will
defeat its anti-hero? Your response about your hero may be concrete or abstract
depending how you will explain it. And finally, give your realization you have
gained.

Rubrics for Scoring:

Category 10 Points 9 Points 8 Points 7 Points

Content Extensive and Sufficiently Inadequate Apparent
precise content established content with and/or
proving strong content with short insignificant
development and acceptable explanation. content
refined ideas. explanation.
Organization Advanced Well-organized Disorganized Insignificant
arrangement of arrangement of and varying control of
content with content that arrangement of content
evidence and /or sustains a content with or arrangement.
elusive logical order without
transitions. with some attempts at
evidence of transition
transitions.
Careful Common use of Limited word Nominal
Style illustrative use variety of words choice and variety in
of variety of and sentence control of word choice
words and structures that sentence and least
sentence may or may not structures control of
structures to create that inhibit sentence
create consistency. voice and structures.
consistency. tone.

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 Gauge

Directions: Read carefully and perform what is being asked. Use separate sheet of
paper to answer.

You are a budding businessman and is finally done with the initial step in
establishing a business. You came up with a “Milktea Product” to be marketed in
your province. Develop a brand name using the following format.

Branding Worksheet for Your Business

I. Your Identity

Mission: ______________________________________________________________
Vision: _______________________________________________________________

II. Your Company

1. WHAT is your business category? ________________________________
2. WHERE is your business located? _______________________________
3. WHO are you? __________________________________________________
4. HOW do you offer your product or services? ______________________
5. WHEN did you start your business? ______________________________

III. Your Potential Market

Demographics- ________________________________________________________
Needs/Wants- _________________________________________________________

IV. Your Competitors (List at least top 2)

Competitor 1:
A. How are you similar with your competitor? __________________________
B. How are you different with your competitor? ___________________________
C. What is your edge? _____________________________________________
Competitor 2:
A. How are you similar with your competitor? ___________________________
B. How you are different with your competitor? ___________________________
C. What is your edge? ___________________________________________________

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V. YOUR IMAGE

Brand Identity. List at least three (3) adjectives that describe your product.
1.
2.
3.
Tagline: _________________________________________________________________
_________________________________________________________________

Brand Logo (Draw an eye-catching logo suitable in the situation above).

[Grab your reader’s attention with a great quote from the document or use this space
to emphasiz

ey point. To place this text box anywhere on the page, just drag it.]

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Rubrics for Scoring:

CATEGORY 10 pts. 9 pts. 8 pts 7 pts or

below
Content Expresses Opinion s and Unclear Does not
& opinion and ideas are connection to express
Presentation ideas in a clear stated clearly the topic. opinions or
and concise with Evidenced in ideas clearly,
manner with occasional minimal no connection
obvious lack of express of to the topic.
connection with connection to opinions or
the topic. the topic. ideas
Originality Ideas and Ideas and Uses ideas and Uses ideas and
& illustrations illustrations illustration of illustration of
Uniqueness shows a large shows original other people. others and no
amount of thoughts. There is a evidence of
original Works shows slight evidence original
thoughts. Ideas new idea and of original thinking.
is unique and perception. thinking.
imaginative
Creativity Uses excellent Make good Make use of Make use of
& choice of colors, choice of color , fonts, color , fonts,
Craftsmanship fonts, and colors, fonts, and words that and words that
words that are and words are not so are not
appealing to the that are appealing to appealing to
market. appealing to the market. the market.
the market.

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References

Printed Materials:
Morato ,Eduardo A. Jr. (2016). Entrepreneurship (pp59-71). Manila, Philippines: Rex
Bookstore, Inc.

Edralin, Divina M. (2016). Entrepreneurship (pp77-87)

Website:

What is Marketing? – The Definition of Marketing - AMA Retrieved July 23,

2020 from http://www.ama.org/

Smithson, Elizabeth (2015, Oct. 14). Retrieved July 22,2020 from

https://www.brandingmag.com/2015/10/14/what-is-branding-andwhy-is-
it-important-for-you-business/

Punchy 6 fun brand workshop exercises Retrieved July 22, 2020 from
https://www.punchy.com/blog/6-fun-branding-workshop-exercises

What is a Trademark |Law Firm in Metro Manila | Retrieved July 23, 2020 from
https//ndlaw.com/what-is-a-trademark/

Why Some Brands Are More Attractive Than Others Retrieved July 25, 2020 from
https://www.invetopedia.com/terms/b/brand-personality .asp

Failano, Edison L. (2020, July 25)/Retrieved July 25, 2020 from

https://drive.google.com/drive/folders/1UnOqRmJJmrvD9DLoO90KI
VffhEZtAv0?Usp=sharing

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