Senior High School

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ENTREPRENEURSHIP
Quarter 1 – Module 9
Brand Management

Grissil P. Babon
Compiler / Contextualizer

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 First Quarter, Module 1, Week 9
BRAND MANAGEMENT

Content Standard : The learner demonstrates understanding of

environment and market in one’s locality/town.
Performance Standard : The learner independently creates a business
vicinity map reflective of potential market in
one’s locality/town.
Competencies : Develop a brand name.
TLE_ICTAN11/12EM-Ia-1
Learning Outcomes : Upon the completion of the given unit, the SHS
learners are expected to understand and apply the
basic principles of brand management and
associate it to company’s integrity.

What I Need to Know

This module will allow the learners recognize the techniques in increasing the
apparent value of the product for a period of time. Effective brand
management allows the company to strengthen its image and continue to establish
loyal customers.
Branding is essential in a company therefore they need expert to come up with
the best logo, taglines, trademarks and more to be recognized and differentiated by
the customer from the others.
Furthermore, to gain trust from the consumer, they need to deliver in the
market what they promised.

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 What I Know

Instruction: Describe the logo and identify the tagline of each company. An example
is provided for you.

No. Business Logo Tagline

Name
Example Mc Donald Yellow Golden Arches forming an I'm loving' it
“M” and red color background
1 Coca -
Cola
2 Nescafe
3 Disney
4 Toyota
5 Apple

As a customer, which factor has a greater impact to you, the logo or tagline. Give
your stand.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

What’s In

Instruction: Illustrate any product at the center and answer the questions:

What is the product? How much is the product?

_______________________ _______________________

Where can you buy the

product? How is the product being
promoted?
___________________
_______________________
____________________
_______________________

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 What’s New

DESIGN A BUSINESS LOGO

Let’s say 10 years from now, you will build your company. Inside the box
make a design with a catchy tagline.

Name of the Company : _____________________________

Products/Services : _____________________________
Positioning : _____________________________

Answer the following questions.

1. What is your basis in making the logo?

___________________________________________________________________________
___________________________________________________________________________

2. Explain your chosen brand.

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

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 What Is It

FUNDAMENTALS OF BRAND MANAGEMENT (Batisan, 2016)

A brand refers to the identity of a company, of a product, of a service of an
entrepreneur himself or herself. A brand is a symbol of promise or assurance from
the entrepreneur that what it implications to the customers will happen A good brand
not just entices customers to try the product but makes them loyal to it. Moreover,
the brand sets the image of the business to the public. The challenge now for the
potential entrepreneur is to understand how to craft the brand, how to market this
brand, and how to make this brand deliver- these are the entire message of brand
management.
Brand management is the supervision of the tangible and intangible elements
of a brand. The tangible elements include the product itself, its packaging, its price,
and its location. The intangible elements, on the other hand, include the perception
and relationship of the customers with the brand.
Branding is the process of integrating the strategies formed from the
marketing mix to give an identity to the product or service. The goals of branding
include the following: (1) establishing to target customers that the business is reliable
and trustworthy and that the product or service is the superior solution to their
current problem; (2) differentiating with competitors; and (3) driving customer loyalty
and retention.
With strong branding, customers will feel that they are safer in using the
products or availing the service, and the risks are minimal or low. If two products
will be offered, the customer will likely choose the one from a reputable brand.
Promoting the brand is also the same as promoting the product or service. For
potential entrepreneurs, choosing the cheapest and the most efficient channels for
communication for the brand is the best choice.
One of the emerging but cheaper ways to promote a brand is through social
media, because these are platforms where conversations take place, resulting in
“sticky” relationships. The key for the entrepreneur is to manage the conversations
– handle both good and bad reviews and simple, catchy, and consistent, so that the
target market will have little or no efforts in retaining the business brand to their
minds.
As an important element of a brand, the brand name is a major differentiator
of the entrepreneur against the competitors. To be different and catchy, a brand
name must possess the following characteristics:
 Unique
 Extendable
 Easy to remember
 Can describe the benefits of the product or service
 Can be converted to other dialects or languages in case the entrepreneur
expands to other territories
 Can describe concrete qualities
 Positive and inspiring

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 The brand is the marketing element that sticks to the mind of the target
customers and the public. Therefore, the entrepreneur must think critically
on how to position the brand and be able to sustain it.
Brand Management Useful Concepts
 Brand Symbol = Brand character + Brand logo
 Brand looks = Brand symbol + Brand name
 Brand Associations = Link up in memory with brands attributes,
benefits and looks
 Brand Image = Brand associations + Brand Personality
 Brand Relationship = Brand Image + Brand Attitude

What’s More

BRAND ONLINE IS IN!

Write 50 words essay on how to help small entrepreneurs using the online
branding. Use a separate paper.
Rubrics:
1. Organization 15%
2. Content Knowledge 20%
3. Grammar 15%

What I Have Learned

Instruction: Based on your own understanding, define the following

terms.
1. Brand - ____________________________________________
______________________________________________________________
2. Branding - ____________________________________________
______________________________________________________________
3. Brand management - _________________________________________
4. Brand name - _________________________________________

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 What I Can Do

MY BUSINESS PLAN
Instruction: Summarize your learning outputs in Entrepreneurship subject. Input
in the correct business parts all your details/info gathered in all your activities in
the modules. Use any sheet of paper.

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 Assessment

Multiple Choice. Choose the letter of the best answer. Write the chosen letter on a
separate sheet of paper.

1. _________________________discusses to a brands goal.

A. Brand Position
B. Product Position
C. Both a and b

2. The company needs to come up with a brand that is _________________.

A. Easy to remember
B. Easy to say
C. Both a and b

3. ______________ technology is shifting the manner costumers relate to products

and markets.
A. Data
B. Current
C. Digital

4. A key component in a company's association with costumers, a ________

characterizes costumers' views and outlooks about a product.
A. Brand
B. Service
C. Product Attribute

5. Advertising promotions can help to make name recognition of the products

but brands are not sustained by advertising but by the
A. Product Mix
B. Brand Experience
C. None of the above

6. The customer influences on which of the following brand

characteristics?
A. Curiosity
B. Responsiveness
C. Consistency

7. A differentiated product can be positive under which of the following

situations.
A. Customer Satisfaction
B. Price Differential
C. Differentiated Products

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 8. ______ is the manner of creating and continuing a unique place in the market.
A. Positioning
B. Profiling
C. Targeting

9. Safeguard bath soap, hand soap and moisturizer brands belong to a brand.
A. Segment
B. Family
C. Market

10. Brand is well-defined as "name, term, sign, symbol, or design, or a

combination of these.
A. True
B. False

11. It is the means a brand is observed within a reasonable set in the

costumer’s mind.
A. Brand culture
B. Brand element
C. Brand positioning

12. A fundamental component in a company’s relationship with customers.

A. Brand
B. Service
C. Attribute

13. Which part of the brand development separates the market into smaller
groups of clienteles with similar wants and needs.
A. Positioning
B. Targeting
C. Segmenting

14. It is an idea to mark emotional connection among products, business

and their clienteles as well as with competitors.
A. Brand name
B. Brand image
C. Brand management

15. In strategic management, the focus is on

A. Brand marketing
B. Brand positioning
C. All of the above

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References

Batisan,Ronaldo S. (2016). Entrepreneurship. Makati City, Philippines: Diwa

Learning Systems Inc.

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