11/12

Entrepreneurship

Week 10 | Day 37 to Day 40

Quarter 1 – Module 10:
Develop a Brand Name

SELF-LEARNING MODULE

DIVISION OF GENERAL SANTOS CITY

Entrepreneurship – Grade 11/12
Self-Learning Module (SLM)
Quarter 1 – Module 10: 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.

Development Team of the Module

Writer: Kenneth U. Makilang
Editors: Junrey Villa
Reviewers: Luzviminda R. Loreno ,Amalia C. Caballes
Illustrator:
Layout Artist: Rhoniel F. Medrano
Cover Art Designer: Reggie D. Galindez
Management Team: Romelito G. Flores, CESO V – Schools Division Superintendent
Mario M. Bermudez, CESO VI – Asst. Schools Division Superintendent
Juliet F. Lastimosa, CID Chief
Sally A. Palomo, EPS - LRMS
Gregorio O. Ruales, EPS – ADM Coordinator
Dr. Luzviminda R. Loreno – Division Senior High School Coordinator
Gregorio O. Ruales - Division ADM Coordinator
Luzviminda R. Loreno - EPS, Values/ SHS Coordinator
Amalia C. Caballes - EPS, EPP/TLE/TVL

Printed in the Philippines by Department of Education – General Santos City

Office Address: Tiongson St., Lagao, General Santos City
Telefax: (083) 552-8909
E-mail Address: [email protected]
11/12

Week 10 | Day 37 to Day 40

Entrepreneurship
Quarter 1 – Module 10:
Develop a Brand Name

SELF-LEARNING MODULE

DIVISION OF GENERAL SANTOS CITY

Introductory Message
For the facilitator:

Welcome to the Entrepreneurship 11/12 Self-Learning Module (SLM) on Develop a

Brand Name!

This module was collaboratively designed, developed and reviewed by educators

both from public and private institutions to assist you, the teacher or facilitator in
helping the learners meet the standards set by the K to 12 Curriculum 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.

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For the learner:

Welcome to the Entrepreneurship – Grade 11/12 Self-Learning Module (SLM) on

Develop a Brand Name!

The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action and purpose. Through our hands we may learn, create and
accomplish. Hence, the hand in this learning resource signifies that you as a
learner is capable and empowered to successfully achieve the relevant
competencies and skills at your own pace and time. Your academic success lies in
your own hands!

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 such as 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.

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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.

Additional Activities In this portion, another activity will be given

to you to enrich your knowledge or skill of
the lesson learned. This also tends retention
of learned concepts.

Answer Key This contains answers to all activities in the

module.

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!

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What I Need to Know

You may say that modern marketing is pretty much obsessed about the brand.
Brands are develop, nurtured, grown, expanded, and generally managed in order to
maximize their value both to the business and to their consumers at large. Well-
managed in order to maximize their value both to the business and their owners
with generous business valuations and popular brands can even become cultural
movers and shakers.

Seeing that it is the symbol, the shortcut, and the cerebral device that best
connects customers with a manufacturer’s products, a brand has to be managed
with utmost fervor.

In this module, you will develop a brand name (TLE_ICTAN11/12EM-Ia-1).

After going through this module, you are expected to:

1. identify steps involved in developing a brand name;
2. construct viable brand concepts; and,
3. draw/layout the best brand name of the proposed business.

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What I Know

For a fresh start of your journey in this module may I know what you have learned
about brand name?

Directions: Read the sentences/statements carefully. Encircle the letter of the

correct answer.

1. This refers to the registered name of the product to be known.

a. logo
b. trade name
c. visual cues
d. generic category

2. This refers to visual symbol or image that will identify the product.
a. logo
b. colors
c. scents
d. shapes

3. This will answer in which the brand would fall under, such as beverage,
search engine or quick service restaurant.
a. scents
b. tastes
c. visual cues
d. generic category

4. This refers to the actual shape or form of the product or packaging.

a. colors
b. scents
c. shapes
d. tastes

5. This refers to an optional catch phase.

a. colors
b. scents
c. shapes
d. tagline

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6. Which of the following can make your brand name memorable?
a. it is confusing
b. it sounds good to the ear
c. make it sounds like something else
d. do not consider customer impression

7. In developing a brand name, what strategy are products or services brand

shall be representing?
a. trademark criteria
b. market information
c. product information
d. brand name objectives

8. What should the brand name accomplish in the minds of consumers?

a. trademark criteria
b. market information
c. product information
d. brand name objectives

9. Who are the target markets that the brand will be catering to?
a. trademark criteria
b. market information
c. product information
d. brand name objectives

10. This refers to the name that should it have a distinctively Filipino flair or
should it be more global in nature?
a. trademark criteria
b. market information
c. product information
d. brand name objectives

11. What term is referring to a brand name that can be name of people such as
the founders or even historical people?
a. eponyms
b. synthetic
c. descriptive
d. symbolic or image-driven

12. Which means that the brand name is not a dictionary word but is instead
an invented one?
a. eponyms
b. synthetic
c. descriptive
d. symbolic or image-driven

13. The following are steps to develop a brand name except.

a. create the name.
b. develop the brand strategy
c. develop the creative theme
d. the name speaks of what it promise to deliver

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14. If the brand was a person, what would be its personality?
a. font
b. visual cues
c. brand personality
d. inferences and connotations

15. These are medium and material that has its own particular characteristic
and can have an effect on the overall response to branding efforts.

a. font
b. visual cues
c. inferences and connotations
d. acceptable uses and materials

Lesson
Key Components and
Relevance of

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1 Entrepreneurship

What’s In

You learned from your previous lesson about People, Packaging and
Positioning. Now you had already known the different types of market, how to the
way your product or service appears from the outside and how you are positioned
in the hearts and minds of your customers. However, it is also necessary to
recognize the importance of marketing mix in the development of your marketing
strategy particularly place and promotion. Let’s review some important points in
your previous topic.

Directions: Read the sentences/statements carefully. Encircle the letter of the

correct answer.

1. It refers to the cost being charged for the product/services offered for sale.
a. market
b. people
c. positioning
d. marketing mix

2. They are considering as essential to the company because they are as much
a part of your business offering as the products/services you are offering.
a. market
b. people
c. positioning
d. marketing mix

3. Refers to how you are positioned in the hearts and minds of your customers.
How do people think and talk about you when you're not present? How do
people think and talk about your company?
a. market
b. people
c. positioning
d. marketing mix

4. Refers to the way your product or service appears from the outside.

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a. place
b. people
c. packaging
d. positioning

5. Refers to your people and how they dress and groom and to your offices,
your waiting rooms, your brochures, your correspondence and every single
visual element about your company.
a. place
b. people
c. packaging
d. positioning

Notes to the Teacher

Teacher facilitates an activity that enables learners to use
previously taught lesson.

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What’s New

Good job! You have finally gauged your knowledge about develop a brand
name. If you got almost perfect, it just shows how you can feel comfortable as we
continue in this module. However, if there are unfamiliar concepts it’s alright and
learn more in this module.

Activity 1: Know It!

Directions: Identify the names of the product or the company represented by the
logo and answer the questions that follow.

1. _____________

2. _____________

3. ______________

4. _______________

5. __________________

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That’s good! Class, brand name is a name that is given to a product by the
company that produces or sells it. This time you may answer the following
questions.

Processing questions:

1. How did you know all those logos?

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
2. What is brand name for you?

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

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What is It

Let’s reflect!

What can you say about our activity? Did it give you an idea how to develop
a brand name and how will you promote it? What are your learnings with regards
to the activity done? Let us answer these questions as we discuss our topic.

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

Develop a Brand Name

A brand is a mark of distinction that can be sensed usually in the form of

names or terms, signs, or symbols, design elements, or even a combination of
these, and is utilized for the purpose of identifying and distinguishing the goods or
services of one provider from another. Do you know the steps involved in
developing a brand? Do you know what makes for an effective brand name?

How are you coping with our lesson? I hope you are curious about the
activities we will discuss in this module.

Elements of the Brand

Before we will proceed to the developing of brand name, let us know first the
elements of the brand.
A brand is not just a name. Today’s brands are composites of various elements
including:
 Trade name: the trademarked name by which the product is to be known
and is registered through the Intellectual Property office.
Examples: Coca-Cola, Google and Jolibee
 Generic category: the category in which the brand would fall under. The
Intellectual Property Office requires that brands explicitly specify the
categories that would fall under.
Examples: beverage, search engine and quick service restaurant

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 Logo: the visual symbol or image that will identify the product. Logos are
also registered alongside the trade name.
Examples: the distinctive partially bitten apple image for Apple, the stylized
script letters of Coca-Cola, or the three-point star of Mercedes-Benz.
 Tagline: an optional catch phase.
Example: BDO’s “We find ways”.
 Visual cues: aside from the actual logo, brands can also be represented with
distinctive visual identifiers.
Example: the red and green bands that wrap around the outside of a Seven-
Eleven store.
 Shapes: the actual shape or form of the product or packaging, such as the
pinched contour of a bottle of Yakult.
 Colors: store is quickly distinguishable from afar.
Example: a Yellow Cab a yellow signs with black letterings.
 Sounds: examples are as advertising jingles, or even very short intro sounds
as those heard upon starting up a computer.
 Scents: have signature fragrances made that help to create distinctive
atmospherics in their promises.
Examples: establishments such as Rustan’s and the Shangri-La Hotel
 Tastes: this includes special recipes or secret ingredients.
Example: Max’s distinctive fried chicken formulation.

Basic Principles in making Brand names

1. Take inspiration from everywhere

 write ideas that come to mind when you think about your business’ service,
product and personality

 consider target market

2. Make your brand name memorable

 Do not make it sounds like something else

 Make sure it will not be constantly mispronounced or misspelled

 It is not confusing

 It sounds good to the ear

 Consider customer impression

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3. Make sure it matches your company’s mission
 It must convey what it has to convey

 The name speaks of what it promise to deliver

A well-design brand strategy can help to enhance a product’s chances of being

accepted by the market and of surviving for the long term. But you cannot just plug
in the first words that come to mind and scribble an ad hoc logo to go with it. The
following is a recommended process for building up a new brand.

First of all, the brand is a trade name. It is not (necessarily) the business name.
When a new business is being set up, the Department of Trade and Industry (for
single proprietorships) or the Securities and Exchange Commission (for partnership
and corporations) will ask that the new entity be registered under a new business
name. The DTI has strict rules about what names are acceptable, while both the
DTI and SEC require rules about what names are acceptable, while both the DTI
and SEC require that the business name be reflective of the type of business that
will be pursued.

This, however, is just for the business name. Again, it is not (not necessarily)
the name by which consumers will know the products and services of the business.
That would be the trade name. Consumers, for instance, may be very familiar with
Clear Shampoo (trade name), but most will probably not even know that the
company which makes this is Unilever (business name). For most intents and
purpose, they may not even need to know this unless they need to contact the
business for product issues.

Trade names are registered via the Intellectual Property Office (IPO) of the
Department of Trade and Industry. The business needs to identify the industry
categories for which the proposed trade name shall be filed according to the
international Classification of Goods and Services (NICE Classification) and check if
the proposed trade name has not yet been taken. If it still available, then the trade
name along with its proposed logo can be registered. The trade name will then be
legally owned by the company, at least under the classification in which it has been
filed. Other companies, however, can still use the trade name for other industry
classes (e.g. you may legally own the Thundercat brand of cosmetics, even if there
already exists a Thundercat brand of cat food).

But even before you proceed to the trade name registration, quite a few things
must first be done (Joachimsthler 2000).

Step 1. Develop the Brand Strategy

Before you even contemplate on what the brand name should be, you must first
have a good understanding of the business model that the brand will be
representing. So the first step is really all about setting up the groundwork and the
foundations for the development of the brand proper.
 Product information. What are the products or services that the brand
shall be representing? A detailed discussion of the proposed product lineup,
even future products, is in order. This is a good time to create a product

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road map that would lay out the proposed products and variants over then
five to ten years. Knowing this information will help in the selection of viable
brand names and imagery, ensuring that the selections will still be a good fit
even for future products.
 Market information. Who are the target markets that the brand will be
catering to? What are their age ranges, lifecycle stages, socio-economic
classes, behaviors, likes and dislikes, occupations and recreational activities,
personalities, and aspirations? Knowing this will help in the formulation of
brand communications along with the building of the brand personality.
 Trademark criteria. Should the name be short or should it be expository?
Should it have a distinctively Filipino flair or should it be more global in
nature? These are questions that address the nature of the potential
trademark itself before the trade name has even been settled. Knowing these
details will help in narrowing down the search process for viable trademarks.
This is also where you list down target geographical areas for the brand –
will it just be a local markets, ASEAN, or global?
 Brand name objectives. What should the brand name accomplish in the
minds of consumers? Should it excite the market? Focus on memorability?
Elicit a sense of quirkiness or fun? Should it connote luxury, formality, and
pampering? Knowing what must be accomplished in the minds of the
markets will help in the development of the brand’s creative aspects.

Step 2. Develop the Creative Theme

While the first step was all about laying the groundwork, this step is all
about building up the look and feel of the brand. Take note: the actual brand itself
has yet to be decided upon but this step is necessarily in order build up the
“house” of standards in which the eventual brand will reside in.

The elements in this step will take off from the groundwork of the step, so
issues such as brand name objectives and market information will be applied to the
points of this step.

 Brand personality. If the brand was a person, what would be its

personality? Again, this takes off from the information that has been
gathered about the target market.
 Inferences and connotations. What imagery, words, and meanings should
the brand connote or refer to? These can be best addressed by asking the
right questions: “If this product is a car, what brand will it be?” “If this
product is a celebrity who will it be?” “What kind of scenery should the
brand connote?” Executed properly, these inferences would be part and
parcel of the brand identity.
 Color palette and style sheets. For this part of the process, you will need
the services of a trained graphic artist can help in selecting the proper color
palettes that can best represent the brand’s personality, inferences,
objectives, market, and product lineup. You may try doing brand designs
yourself, but it is not advisable as today’s markets have become increasingly
sophisticated and expect a certain level of polish from brand presentations.

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 Font. Fonts are the letters to be used for your brand name. You use
existing publicity available fonts, such as those available on word processors
or design programs (such as Arial or Comic Sans), or you could buy
commercial fonts. Those with even bigger budgets can actually commission
the creation of custom fonts. This will ensure that your brand would look
really distinctive. Today as more and more people rely on mobile devices for
commercial transactions, it pays to choose a font that shows well and clearly
even on small screens.
 Visual cues. Symbols, icons, shapes and images that you want to associate
with the brand, such as the swirling red and white bands that are associate
with Coca-Cola for instance. This help generating brand recall across
different media and materials.
 Acceptable uses and materials. Each medium and material has its own
particular characteristic and can have an effect on the overall response to
branding efforts. This is why you will not, for instance, see McDonald’s and
Jollibee signs on wooden signboards. When producing stationery, for
instance, this includes the types of paper to use.
 Retail placement. If you are producing consumer well, where do you plan to
have it sold? Specify locations and ideal shelf placement at retail areas (via a
“plan-o-gram” or diagram of shelf location vis-a-vis other products). This will
help in properly communicating key points about or the branding of the
product.

Step 3. Create the Name

Finally, after all the groundwork has been laid, it is now time to create the
actual brand name. Note how the name comes much later in the process. The fact
is that as long as the selected fits all the parameters as laid out of the first two
steps, it should be acceptable.
 Keep it short. Notice how the most memorable brand names are only up to
three syllables long – even Coca-Cola became just Coke. This is no accident.
It turns out that the human mind can most easily remember up to three
syllables. Beyond that, it gets harder to recall a brand name.
 Make it easy to pronounce and remember. It will not pay to have a brand
name that so hard to spell, remember, or pronounce as this will only dilute
its potential for transmission particularly when promoted through media
such as the radio. The only exception to this rule is if you are trying to
preselect your target market on purpose – for instance, by having a difficult-
to-pronounce French phrase as a fine dining establishment’s name which
will effectively intimidate people who do not know to promote it.
 It should translate well in target markets. Especially if you plan on selling
your product to the international market, your brand name should not
connote anything negative in those territories. You will have to get some
research done then. The worst thing that can happen is that your brand
turns out to have offensive meanings in countries that you plan to sell in.

Brand names can be:

 Eponyms or names of people such as the founders or even historical people.
McDonald’s for instance, refers to the name of the original brothers who put
up to first McDonald’s diners.

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 Descriptive, connoting something about the product itself or its benefits,
such ad Head & Shoulders for an anti-dandruff shampoo or Chowking for
Chinese quick service food.
 Abbreviations or portmanteaus, the latter referring to the combination of
words to make a new word, such as the Papemelroti brand which is a
portmanteau of the names of the founding family member, or Adidas which
stands for founder Adolf “Adi” Dassler. Abbreviations, such as CNN (Cable
News Network) or IBM (International Business Machines), are no longer
advisable as these are difficult to recall and have no inherent personality on
their own.
 Symbolic or image-driven, such as Hidden Springs brand of mineral water
which connotes images of nature, or Apple with its highly recognizable
stylized bitten apple logo.
 Synthetic, which means that the brand name is not a dictionary word but is
instead an invented one, such as Lexus (there is no such word- at least for
now) or Neutrogena which again is an invented word. Note that even when
you invent your own brand, it helps to be aware of the connotations that you
would want to reference to. Lexus, for instance, was selected primarily
because even if it is a made-up word, it still somehow manages to connote
luxury.

Today, the way to go is to create synthetic brands. First, since you simply
invented the name, then there is a good that you can still get the web URL for it
(because all the dictionary names have already been taken as websites). Second,
you have a better chance that it will be available as a trade name (again, a good
chance that your synthetic brand will also be available in foreign countries and
hopefully, have no negative connotations there as well.

Step 4. Test the Name

Our very first involves the listing of brand objectives. So this step is all about
testing your selected brand name and its impact and signatures to your target
market.

Apply your proposed brand name to your creative theme (from Step 2),
incorporating the selected font, color scheme, and imagery to it. Next, create a
mock-up of your product, applying your proposed branding to its label of signage (if
your product happens to be a service location, then you can use computer-
generated mock-ups of how the store would look like).

Find a few people who are representatives of your target market and test
your brand imagery with them. If you are selling a tangible product, have them look
and touch your properly packaged product. Do they like it? Do they have any
opinions on what the brand and the branding connote or imply? What are the
things that come to their minds? These are the key pieces of information that you
will need in come to test whether your proposed brand does in fact hit your original
objectives.

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Step 5. Screen for Trademark Availability

Finally, if your proposed brand passes the test marketing, you will need to
make sure that it is actually available at the Intellectual Property Office. If it is,
then congratulations! If not, then you will have to try a different name (and test it
as well).

If you are going global, you will also have to find a way to ensure that your
trademark is also still available in the countries that you are targeting.

What if you want to keep your selected brand name but it is already taken in
a foreign market? There are two possible recourses. One is that, if your business
has sufficient resources, you can try to buy out the foreign brand owner. This could
be expensive, however, so it is a recourse that is only available for the largest
potential multinational firms.

The second option is that you can simply register a different brand name in
those markets. Do not worry; this should not have a significant effect on your
global strategy. Choose a different brand name in that foreign market while still
applying the same creative theme it. This is where having truly distinctive creative
themes comes in handy, as the themes will help assure the market that this brand
name, even if it is different from the name in other markets, is the same brand after
all.

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What’s More

Now, let’s check your understanding based on the discussion about the
elements of the brand and basic principles in making brand names.

Activity 2: What’s my Brand?

Directions: Read the statement below and answer what is being asked.

1. Give an example of a successful synthetic brand. List down messages that brand
manages to communicate to you.
Brand: ____________________________________________________________
Messages communicated:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
2. Give an example of a brand that you are not totally familiar with. What
inferences or messages are you getting from the brand alone? What does this say
about brand communications?
Brand: ___________________________________________________________
Inferences from the brand alone:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Your insight on brand communication:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

3. Give an example of a brand that you do not like. What is it about the brand that
affects you? Discuss how this could be resolved so that you can gain positive
feelings for the brand.
Brand: _____________________________________________________________
How it affects you:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

Possible solutions:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

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Activity 3: Product Branding
Instruction: Using the description below come up with a brand name and slogan
for a new energy drink.

1. This drink is colored blue, has a lightning motif, and promises to boost energy
and sharpen one’s eyesight.
BRAND NAME: _____________________________________________________

SLOGAN: ___________________________________________________________
___________________________________________________________
___________________________________________________________
2. How did you come up with your brand name and slogan above? Retrace your
steps and write down exactly how your thinking process led to your selected brand
name and slogan.

___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________

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What I Have Learned

Congratulations! You have come this far. Now that you’ve learned a lot from
the very start of our module, let’s summarize our lesson from the very start by
answering the questions below. It’s time to test and apply what knowledge you
gained from the discussions and activities.
Let us summarize what we have learned about our topic.
1. What is the meaning of a brand?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
2. What are the basic principles of in developing a brand name?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
3. What are the 5 steps to be done in developing a brand name?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
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4. What are the different elements of brand?

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5. How will you make your brand name memorable?
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Rubrics:
Areas of 10 8 7 5
Assessment

Ideas Presents ideas Presents ideas Ideas are too Ideas are
in an original in a consistent general vague or
manner manner unclear
Organization Strong and Organized Some No
organized beg/mid/end organization; organization;
beg/mid/end attempt at a lack
beg/mid/end beg/mid/end
Understanding Writing shows Writing shows a Writing shows Writing shows
strong clear adequate little
understanding understanding understanding understanding
Sentence Sentence Sentence Sentence No sense of
Structure structure structure is structure is sentence
enhances evident; limited; structure or
meaning; flows sentences sentences flow
throughout the mostly flow need to flow
piece

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What I Can Do

Being an entrepreneur student, you have to understand that having a

unique brand name is very important to strive in the market. Companies have their
own reasons to come up with specific name that will represent their products and
services. This activity will help you to determine different strategies in choosing a
brand name. Let’s Do it!

Activity 3: Know Me by My Name

Instruction: Discuss possible reasons why the company chooses the brand
name for its product and answer the following questions.

A. Happee toothpaste
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B. Dove Soap
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C. Surf Bar
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D. Sunsilk
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C. Mr. Muscle
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Processing Questions:

1. Do you think the company has been successful in creating the brand
name for its product?
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2. What do you think are the reasons why the brand names created have
been successful?
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Assessment

Thumbs up to the job well done! Let’s test what you have learned from our
lesson. Let’s probe it!

Directions: Read the statement carefully and answer each number correctly.
Encircle the letter of your choice.
1. In developing a brand name, what strategy are products or services brand shall
be representing?
a. trademark criteria
b. market information
c. product information
d. brand name objectives

2. What should the brand name accomplish in the minds of consumers?

a. trademark criteria
b. market information
c. product information
d. brand name objectives

3. Who are the target markets that the brand will be catering to?
a. trademark criteria
b. market information
c. product information
d. brand name objectives

4. This refers to the name that should it have a distinctively Filipino flair or should
it be more global in nature?
a. trademark criteria
b. market information
c. product information
d. brand name objectives

5. What term is refers to a brand name that can be name of people such as the
founders or even historical people?
a. eponyms
b. synthetic
c. descriptive
d. symbolic or image-driven

6. Which means that the brand name is not a dictionary word but is instead an
invented one?
a. eponyms
b. synthetic
c. descriptive
d. symbolic or image-driven

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7. The following are steps to develop a brand name except.
a. create the name
b. develop the Brand Strategy
c. develop the Creative Theme
d. the name speaks of what it promise to deliver

8. If the brand was a person, what would be its personality?

a. font
b. visual cues
c. brand personality
d. inferences and connotations

9. These are medium and material that has its own particular characteristic and
can have an effect on the overall response to branding efforts.
a. font
b. visual cues
c. acceptable uses and materials
d. inferences and connotations

10. This refers to the registered name of the product to be known.

a. logo
b. trade name
c. visual cues
d. generic category

11. This refers to visual symbol or image that will identify the product.
a. logo
b. colors
c. scents
d. shapes

12. This will answer in which the brand would fall under, such as beverage, search
engine or quick service restaurant.
a. scents
b. tastes
c. visual cues
d. generic category

13. This refers to the actual shape or form of the product or packaging.
a. colors
b. scents
c. shapes
d. tastes

14. This refers to an optional catch phase.

a. colors
b. scents
c. shapes
d. tagline

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15. Which of the following can make your brand name memorable?
a. it is confusing
b. it sounds good to the ear
c. make it sounds like something else
d. do not consider customer impression

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Additional Activities

Let’s do it at home!

Congratulations! You are now ready to develop a brand name! This activity
will surely embrace you to our topic. Answer this passionately as this is part of
your success for being able to learn our discussion on develop a brand name.

Reflection!

A. Creating Brand Name based on the following products

Directions: Design a brand name of the following products applying the basic
principles you learned.

Juice Drink Shoes Electric fan Laptop

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Rubric for grading the output of students

PERFORMANCE EXCELLENT VERY GOOD GOOD 8 FAIR 7

ELEMENTS 10 9
The brand The brand The brand The brand
Originality name name name name
obviously sounded new sounds sounds
sounded very to the market somehow common
new to the similar to the to the
market market market

Relevance Brand Name Brand Name Brand Name

Brand
clearly somewhat vaguely Name is
represent the clearly represent the
unrelated
identity of the represent the identity toof the
product / identity of the the product
identity of
service product / servicethe
/service product /
service
The brand The brand The brand The brand
Creativity name is very name is very name is name is
artistic and artistic but artistic but plain and
unique sounds sounds too simple
common common in
the market

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B. Brand Name

Instruction: Create a brand name based on the proposed product and paste a
picture on the space provided below.

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What’s New
Act ivit y 1
What In 1. Goldilocks
2. Selecta
Review 3. Green Cross
1. d 4. Jollibee
What I Know 2. b 5. Panasonic
3. c
Pre-Assessment For questions 1 & 2 answer
4. c
1. b may vary
5. c
2. a
3. d
4. c
5. d
6. b
7. c
8. d
9. b What’s More What I have
10. a
11. a Act ivit y 2 Learned
12. b
13. d Answer may vary.
14. c Answer may vary.
15. d
Assessment (Post)
What I Can Do 1. c
2. b
Act ivit y 3 3. b
4. a
Answer may vary. 5. a
6. b
7. d
8. c
9. c
10. b
11. a
12. d
13. c
14. d
15. b
Answer Key
References
Ilano A.B. (2016). Principles of Marketing (2nd Edition): Manila Philippines.

https://trainofthought.net/branding/the-differences-between-brands-and-branding-
355/
Ewan Roy, Retrieved from https://www.luminosity.com.au/whats-the-difference-
between-brand-and-branding/

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DISCLAIMER
This Self-learning Module (SLM) was developed by DepEd – Division of
General Santos City with the primary objective of preparing for and
addressing the new normal. Contents of this module were based on DepEd’s
Most Essential Learning Competencies (MELC). This is a supplementary
material to be used by all learners in General Santos City in all public
schools beginning SY 2020-2021. The process of LR development was
observed in the production of this module. This is version 1.0. We highly
encourage feedback, comments, and recommendations.

For inquiries or feedback, please write or call:

Department of Education – Division of General Santos City

Learning Resource Management System (LRMS)

Tiongson St., Lagao, General Santos City

Telefax No.: (083) 552-8909

Email Address: [email protected]

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