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Year/Section____________ Barangay ______________ Date (Received) _________(Submitted)_________
Class Adviser __________________________________ Subject Teacher______________________________

L
earning Activity Sheet No. 7, Quarter 1- Week 9
I. LEARNING SKILS:
After going through this Learning Activity Sheet, you are expected to:
a. Develop a brand name (TLE_ICTAN11/12EM-Ia-1);
b. Understand the significance of brand name.
II.INTRODUCTORY CONCEPT:
This Learning Activity Sheet was written for you to accomplish at home. It was carefully designed
so that you can work at your own pace and allow self-discovery of the concept through activities that you
will perform. Activities were also selected to allow independent learning which also aims to develop your
skills on how is a certain product gets its name or brand. It covers also activities that will indeed help you
to understand how and why a certain product is on the market.
III. ACTIVITIES

A. LET US REVIEW

NEEDS and WANTS All human beings, whether rich or poor have needs and wants. The term
NEEDS refer to the things that a person must have in order to survive. These include food, clothing and
shelter among others. On the other hands the term WANTS refers to the things that a person must have in
order to be happy, comfortable and satisfied.

B. LET US STUDY

Developing a Brand Name

For a new business, creating and effectively marketing a new brand name is one of the most
challenging aspects of starting a business.
Brand– Refers to the name, design, color, symbol, quality, features or a combination of these
elements that make the product separate and distinct from similar products of the competitors. Branding
has been considered by experts in the field of marketing and entrepreneurship to be another marketing
strategy of product positioning.
Brand Name – Brand plays a significant role in positioning of product. Brand names influence the buying
decision of the customers. That is why the entrepreneur must define a clear and effective branding
strategy, so that the product remains competitive in the market. The basic concept in effective and
competitive branding strategy is to “Build a strong brand.”

Though there are no standard procedures in

the formulation of the best brand name, the
following approaches may be of great help:

1. Review carefully the attributes, benefits, and

values of the product.
Evaluate the consumers in the target market.
3. Analyze the proposed marketing strategies.
4. List the possible brand names by considering
the first three steps.
5. Limit the brand name to one or two words.
6.Check the internet if the chosen brand name
already exists.
THE SIGNIFICANCE OF THE BRAND NAME

Brand name will always be incredibly important even if progressive business experts claim that the
significance of brand names is fading. As an entrepreneur, therefore it is important that you spend a
considerable amount of time and effort developing your brand name.

HOW TO DEVELOP A BRAND?

Eight major steps in brand development process
1. Decide what is going to be brand. I s it branding a product, a service, a company, or an
individual?
2. Do the research. First find out everything there is to know about the market. Then, find out
everything there is to know about the product and service.
3. position the product or service. Find and win a place for the offering in the marketplace and in
consumer’s minds by providing unique solutions to problems or needs that aren’t already being addressed
by competing products.
4. Write brand definition. The brand definition describes what is to be offered, why it is offered, how
the offering is different and better, what unique benefits the consumers can count on, and what promises
will make all who work with and buy from the business.
5.Develop the name, logo, and tagline. The name is the key that unlucks the brand image in the
consumer’s mind. The logo is the brandmark or symbols that serves as the face of the brand. The tagline
is the memorable phrase that provides consumers with a quick indication of the product, brand and
market position.
6. Launch the brand. The brand goes public when the name, logo, and slogan, is unveiled, and
when it begins to tell the market the story of how the brand reflects what it stands for.
7. Manage, leverage, and protect the brand. This is the care and feeding phase of the branding
process; it’s the step that leads to a strong, healthy, resilient brand.
8. Realign the brand to keep it current. Occasionally, it can and should change how brand is
presented. From time to time, there is need to update the brand presentation to keep it relevant to the
market in which it lives.
BRANDING STRATEGIES
1. Umbrella Approach – all products of the business carry the same brand name. The various
product lines are not differentiated from each other from the perspective of the brand name.
The umbrella brand strategy helps the business introduce new product lines more easily and
receive a similar favorable response from the consumers who appreciated the company’s other products.
However, in case one of the products is rated poorly by the consumers for any reason, the other products
with same brand will likewise be affected. It may be difficult to introduce a new product once a brand
name has been damaged already.

2.House brand Approach – In this approach every product of the same business has a separate
brand name that distinguishes it from the rest of the company’s products. Hence, the problems and
negative perception about the product will not affect the other products.
3. Branding Extension Strategy – The level or degree of the consumers’ perceptions or reactions to a
brand is technically known as brand equity. When the level is high or when the perception of the
consumers is favorable to the brand, the brand equity is considered positive. This indicates that the
product has a strong brand name in the market. Entrepreneurial ventures with high positive brand equity
are leveraging on such concept.
Generally, there are two approaches in brand extension strategies:
a. Line Extension approach – The existing product has been modified or altered resulting in a
new product or more products without eliminating the original products. The new additional product must
be within the same category.
The change of modification maybe in the form of flavor, ingredients, mechanical parts, size, or
usage. Usually, it is due to the existence of a new promising target market that the existing product line is
modified.
b. Product Extension Approach – In this approach a new product carries the brand name in a
new category. The new added product appears to be totally different from the old or existing product line.

C.LET US PRACTICE

Directions: Below are examples of branding strategy, distinguish what type of brand approach it
is.
______________1. Honda Motors produces motorcycles, cars, agricultural machines, grass cutters, and
lawn mowers. Each Product line has different types of models. For motorcycles there are the Honda TMX
series, Honda Wave series, Honda XR series and Honda scooter. For cars, there are the Honda Odyssey,
Honda Accord, Honda Civic, Honda CR-V, and Honda VTEC.
______________2. Procter & Gamble Philippines provides brand names to its various product lines such us
Joy, Tide, Downy, Pampers, Pantene, Head and Shoulders, Rejoice, Vicks, Max Factor, Safeguard, Ariel,
Whisper, and Oral B.
_____________3. The Bear Brand milk products now include the following variations: sweetened condensed
filled milk, sterilized milk, powdered milk, full creamed evaporated milk, pasteurized and low-fat milk.
_____________4. General Electronic Company or known as GE provides one brand name to all of its
products under different categories, such us refrigerators, freezers, ranges, ovens, dishwashers, aircons,
washers and dryers, housewares, industrial products, light and power products.
_____________5. PEPSI Cola produces a product such as Pepsi, Mirinda, 7 Up, Mountain Dew, Mug Root
Beer, Tropicana, Lipton and Gatorade.

D. LET US REMEMBER

1. Product and services are created because of human needs and wants. The term needs simply refers to
the things that a person must have in order to survive. The term wants refers to the things that a person
must have in order to be satisfied.
2. The significance of the brand name and the branding strategies.

Brand name will always be incredibly important even if progressive business experts claim that the
significance of brand names is fading. As an entrepreneur, therefore it is important that you spend a
considerable amount of time and effort developing your brand name.
2. The entrepreneur may adopt the following branding strategies.
a. Umbrella brand approach c. Line extension approach
b. House brand approach d. Product extension approach

E. EVALUATION

I. Directions: Do the following tasks below. Write your answer on a separate sheet of paper.
Choose one particular product. Take note of three advertisements either on TV, radio, Cellphones,
or print that promote that product. You may also visit grocery stores and look for a product on display.
Determine whether the company advertises the features, benefits, or values of the product. Would you
suggest another brand name for the product? Why? Write your observation following format below.
Line Product Category Brand Name Company Quality being
advertised
Ex. Milk Product ABC Powdered Milk DEF Company Dissolved easily,
nutritious

II. Pretend that your entrepreneurial venture has been making and selling one product for the past five
years. Plan to make additional three products. These may be in the same category as the first product or
not. What brand extension strategy are you going to adopt? Indicate your reason for your decision. Use the
following format for your output.

Products Suggested brand Brand extension Reason for adopting

name/s strategy the strategy
Original Product
New Product 1
New product 2
New product 3

IV. RUBRICS:
Criteria for Rubrics:
5pts - brief with clear and complete thoughts/idea
4pts - brief with clear thoughts/idea
3pts - with ideas but not direct to its main point
2pts - not concise idea

V. REFERENCES:
Entrepreneurship in the Philippine Setting for SHS by Nick L Aduana
Entrepreneurship (For Senior High School, Applied Subject, ABM Strand) by Angeles A. De Guzman
Websites: (www.investopedia.com , www.reference.com, www.entrepreneurship.com,
www.reference.com,

ANSWER KEY
C. Let Us Practice

1. Umbrella brand Approach

2. House brand Approach
3. Line extension Approach
4. Product Extension Approach
5. Line Extension Approach

C. EVALUATION
Answers may vary.

Prepared by:

LEO B. ABACHE
Teacher II – Gubat NHS

Reviewed by:

ZENY L. LUDOVICE
SHS Teacher – Manuel T. Sia NHS