ENTREPRENEURSHIP

MODULE FOR WEEK 9

Grade 12

Name: ___________________________________________________________Yr./sec.: __________Date Received: ____________

Address: ____________________________________________________________________________Date Returned: ___________

I. Content Standards /Most Essential Learning Competencies

Develop a brand name
II. Concept Development:
Identify what company/business tagline are being stated. Write your answer on the space
provided.
__________________1.  “Kailangan pa bang i-memorize ‘yan? Bisyo na to!”
90.7 Love Radio
__________________2. “In the Service of the Filipino”, “Kapamilya”
ABS-CBN Network
__________________3. “Wala paring tatalo sa Alaska.”
Alaska Milk
__________________4. “We’ll take you farther”
Bank of the Philippine
__________________5. The Quality You Can Trust
Islands
__________________6.  “We find ways.”
Boysen
__________________7. “It’s time every Juan flies!”
BDO
__________________8. “Hindi umaatras and may tunay na lakas.”
Cebu Pacific Air 
__________________9. “Hindi lang pampamilya, pang-isports pa!
Cobra Energy Drink
__________________10. “Tatak barko. Tatak sariwa!”
Family Rubbing Alcohol 
Mega Sardines
III. Discuss how to develop a brand name
Branding
- Was originally for cattles as a stamp of ownership
- Later, were burbed on wooden cases as guarantee of good source and quality
- Process of differentiating yourself from the competition

Products can be copied by competitors, a brand CANNOT

Different Forms:
1. Proprietary name: Natori, Microsoft
2. Nicknames: McDo, Pacman
3. Group of letters: BDO, HBC, CDO
4. Group of Numbers: 555, 501, 7/11
5. Group of Numbers and Letters: 7-Up, C2, Air21
6. Color Association: Green – Milo, Yellow – Kodak
7. Symbol: McDo (letter M), Nike (Swoosh sign)
 8. Unique Shape of Packaging: Toblerone, Tiger Balm
When combined, represent a powerful symbol to the consumer

WHY DO BRANDS EXIST?

1.Identification – distinguish one product from others
Alaska boy (Alaska) – conveys Alaska’s long tradition of quality products
2.Protection – to enjoy the goodwill associated with the name
Levi’s jeans seek legal remedy for those who fake their products
3.Positioning – enables owners to communicate the benefits of his/her product
Viagra – coonotes vitality, vigor
Celebrex – connotes joy

CRITERIA IN CHOOSING A NAME

1. Distinctive – “Is the brand closely related to another product?”
McDonald’s fastfood chain with McDonald’s hotel
2. Word Association – “Does it have a pleasant meaning?”
Domex as household cleaner with Domex as milk product
3. Legal Documents – “Can it be registered?”
Sharp owned the name for appliances.
Beer, Inasal, The Spa are generic names so they cannot be registered
4. Memorability – “Can it be remembered easily?”
Johnson’s&Johnson’s vs Enchanteur (Zwitsal)
5. Pronounceability – “Can it be pronounced easily?”
Mickey Mouse (originally Mortimer Mouse) was suggested by Walt Disney’s wife, Lilian

“When people use your brand as a verb, that is remarkable” – Meg Whitman

Google it. Skype your family. Xerox this document. Photoshop that picture.

Activity:

Answer the following guide question. Write your answer on the box.

1. Write down why your product is different from the competition and why customers will trust
your brand.

2. What do you feel when you purchase products or services?

Look around at 10 products/services you own. Ask yourself, what emotional connection do I

have to these products? What were the features and benefits you liked about the product?
 Product

Emotion

Features & Benefits

Note: Use another sheet of papers

Example of Brand Identity Map

BRAND IDENTITY MAP: Make your own Identity Map use the guide Map above
Answer the following questions about your brand name:

1. How might your brand name alter a customer’s perception of reality?

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2. Does your brand name have any negative connotations?

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3. Is your brand name available and trademarked?

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4. Is your brand name easy to say and read?

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5. Has your brand name been tested on customers?

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6. Write your brand name

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TARGET AUDIENCE

This is a precise definition of your demographics as well as a description of the market

segmentation where you can direct marketing activity.

7. Describe your target audiences:

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CATEGORY DESCRIPTORS

This is the “hook” that you want to stick in your customer’s mind. This is a generic descriptive
phrase that should be simple, credible and easy to remember. Linking your Brand Name and
Descriptors will be key to successful branding strategies.

8. Write a descriptive phrase in 2-4 words:

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FEATURES (PURCHASE FACTORS)

Describes what your product/service does and what it provides.

9. Write down all the features that provide value to your target market during the purchase
decision.

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10. What are your top 2 features/purchase factors?

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BENEFITS
 What can the customers expect the product/service to accomplish? Benefits have a tangible
(what they get) and emotional factor (how they feel). Make sure to think of both factors when
considering all the benefits of your product/service.

11. Write down the emotional benefits of your product/service to the target audience.

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12. Write down the tangible benefits of your product/service to the target audience.

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POSITIONING STATEMENT

13. This short phrase is used everywhere in communication mediums and interactions and it’s
your MOST REPEATED message. It describes what you do and the benefits to the target
audience. This is NOT a tagline, mission statement or slogan.

Example of Positioning Statement:

Blackstone LaunchPad powered by Techstars entrepreneurship program helps students

succeed

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