Entrepreneurship

Quarter 1 Module 5

Branding

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 Introductory Message

For the Learner

Have you ever dreamed of becoming the next multi-millionaire? If you

the lottery is the only way to become one, well, think again. It is not chance that gives you
millions, instead being a millionaire is a result of hard work and determination. Starting your own
business is a good beginning towards fulfilling your dreams. Entrepreneurship is the way!
You may often hear the word entrepreneur and entrepreneurship. But what do these terms
mean? You may refer to an entrepreneur as the person managing the business and
entrepreneurship as the business venture. Some may say there is no difference.
So, what does this module provide you towards reaching your dreams?

1. It outlines the concepts and basic principles, and processes of developing a business plan.
2. It helps you understand the environment and market in your locality as a factor in developing a
business concept.
3. It allows you to experience starting and operating your own business.

Substantial knowledge of entrepreneurial principles and processes is important as this increases

the chances of making your business successful.
In this module, you are guided with a set of learning parts that will help you understand the
underlying principles of entrepreneurship.

1. What I Need to Do the part used to introduce the learning objectives in this module.
2. What I Know this is an assessment as to your level of knowledge to the subject matter at hand,
meant specifically to gauge previous knowledge.
3. the part used to connect your previous learning with the new lesson.
4. the part used to introduce new lesson through a story, an activity, a poem, song,
situation or activity.
5. What is It the part that will help you discover and understand entrepreneurial
concepts.
6. More the part that will help enrich your learnings of entrepreneurial concepts.
7. What I Have Learned the part that will help you process what you have learned In the lesson.
8. What I Can Do the part that allows you to apply what you have learned into real life situations.
9. Assessment the part that evaluates your level of mastery in achieving the
learning objectives.
10. Additional Activities the part that enhances your learning and improves your
mastery of the lesson.
 What I Need to Know

Congratulations! You have finished many assigned activities in the previous

modules. Welcome to Module Five (5). This module introduces the Marketing Mix,
more popularly referred to as the 7P s of Marketing. It is a set of controllable and
interrelated variables composed of product, place, price and promotions that a
company assembles to satisfy a target group better than its competitor. Marketing Mix
strategy is selecting and applying the best potential means to achieve the
and gain competitive edge.

This module provides context and foundational knowledge. It is divided into two
lessons.
Lesson 1 The Marketing Mix (7P s) in Relation to the Business Opportunity
CS_EP11/12ENTREP-0h-j-10
Lesson 2 Developing a Brand Name
CS_EP11/12ENTREP-0h-j-11

After reading this module, you should be able to:

1. describe the Concept of Marketing Mix;

2.
3. appreciate the importance of Marketing Mix and Branding; and
4. developed a Brand Name.

You have started discovering a new world the world of business. Who knows,
one day you may grow into one of the successful entrepreneurs in our country that our
country can be proud of. However, you have to:

Read the texts carefully

Follow the directions and/or instructions in the activities and exercises diligently
Answer all the given test and exercises

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 What I Know

Before you start studying this module, take the following test to find out how much
you already know about this check your prior knowledge, skills, and
understanding of and
Branding. This will guide you in understanding the concept.

test is particularly prepared to determine your prior knowledge of the lessons you are
about to encounter.
Multiple Choice
Direction: Encircle the letter of the best answer. Write your answers in your activity
notebook.
1) It is a set of controllable and interrelated variables composed of product, place,
price and promotions that a company assembles to satisfy a target group better
than its competitor.
a. Price b. Marketing Mix c. Product d. Packaging
2) The amount that a customer pays for to enjoy it.
a. Price b. Marketing Mix c. Product d. Packaging
3) An item that is produced to satisfy the needs of a certain group of people.
a. Price b. Marketing Mix c. Product d. Packaging
4) It is a tangible product. Its example includes tires, MP3 players, clothing and etc.
a. Branding b. Positioning c. Goods d. Place
5) It can be intangible or tangible as it can be in the form of services or goods.
a. Price b. Marketing Mix c. Product d. Packaging
6) The way your product or service appears from the outside.
a. Price b. Marketing Mix c. Product d. Packaging
7) A marketing model that modifies the 4Ps model.
a. Packaging c. Marketing Mix d. People
8) Responsible for every element of your sales, marketing strategies, and activities.
a. Packaging b. c. Marketing Mix d. People
9) This refers to how a business creates awareness in the market.
a. Place b. Brand Name c. Services d. Promotion
10) It is intangible. Its example includes hair salons and accounting firms.
a. Place b. Brand Name c. Services d. Promotion
11) This is the ultimate marketing strategy.
s Model b. Marketing Mix c. People d. Branding
12) This is where your product or service is actually sold.
a. Place b. Brand Name c. Services d. Promotion
13) The place occupied by products in the heart and minds of the consumers.
a. Branding b. Positioning c. Goods d. Place
14) A name, symbol, or other feature that distinguishes a seller's goods or services in
the marketplace.
a. Brand Name b. Positioning c. Branding d. Place
15) A powerful and sustainable high-level marketing strategy used to create or
influence a brand.
a. Brand Name b. Positioning c. Branding d. Place

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 Lesson
1 the Business Opportunity

In the previous lesson, you already learned about data collection. It is an

important factor of any research study. The three (3) ways of collecting data are
Survey, Interview, and Focus Group Discussion (FGD). This will help entrepreneurs in
gathering information about their target market. But, your entrepreneurial work,
however, does not simply end there. You must design a certain marketing program or
strategy that will convey the value of your product to the target customers. In the
parlance of entrepreneurship, this program is theoretically called marketing mix.

Find
Directions: Think of words or terms related to the topic that starts with l
and find the words in the grid horizontally, vertically, or diagonally. Write the Words or
Terms on the space provided and write something about the term using your own
words. Write your answers in your activity notebook.

1.
2.
3. __________________
4.
5. __________________
6. __________________
7.___________________

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 What is It
Whatever you sell or offer you must outline your marketing mix. Marketing mix
has been around as early as trade existed and that is quite long already. The only
difference is that today everything is well outlined and keeps evolving even further. To
get to the point, marketing mix is a business mechanism used for effective marketing
of the products. There is no hesitation that anyone would benefit from a powerful 7Ps.
Marketing Mix is a set of controllable and connected variables that a company gathers
to satisfy a customer better than its competitor. It
marketing. Originally, there were only 4Ps but the model has been continually modified
s for product, place, price and promotion.
Eventually, three elements have been added, namely: people, packaging and
positioning to comprise the 7

There are several important frameworks which you can utilize for the purpose of
marketing your product and services. A very crucial structure among these is the
of Marketing. includes product, place, price,
promotion people, packaging and positioning. Realizing ideal
manner can turn out to be very profitable, however, you should totally see each
first.

1. PRODUCT
The first P in the Marketing Mix is the Product. Marketing strategy typically
starts wit plan a distribution system or set a price if they
the product will be offered to the market.

Product refers to any goods or services that is produced to meet the

wants, tastes and preferences. Examples of goods include tires, MP3 players, clothing
and etc. Goods can be categorized into business goods or consumer goods. A buyer
of consumer goods may not have thorough knowledge of the goods he buys and uses.
Examples of services include hair salons and accounting firms. Services can be
divided into consumer services, such as hair styling or professional services, such as
engineering and accounting.

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 GOODS
A. CONSUMER GOODS
B.BUSINESS GOODS

PRODUCT

SERVICES
A. CONSUMER SERVICES
LAWN CARE
HAIR STYLING
B. PROFESSIONAL
SERVICES
ENGINEERING
ACCOUNTING
CONSULTANCY

The two (2) types of products

There are 2 types of goods. Consumer Goods and Business Goods. The table
below shows the comparison between the 2 types of goods.

Consumer Goods Business Goods

The demand for consumer goods is a The demand for business goods is a
'direct demand'. 'derived demand'. It is derived from the
demand for consumer goods, which are
made using the business goods.
The number of buyers is great. Business goods have only limited number
of buyers.
The buyers are found scattered in The buyers are found to be concentrating
different parts of the country / world. in certain regions only.
Each purchase will generally be of Each purchase involves a very high
small value. amount (in money terms).
Buying is much influenced by Buying cannot be influenced by emotions.
emotions.

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 After-sale service is important in the After-sale service is of paramount
case of consumer durables. importance in the case of all business
goods.
There are a number of middlemen in The manufacturers of industrial goods
the market. supply directly to their customers.
A buyer of consumer goods may not A buyer of industrial goods must have
have thorough knowledge of the complete knowledge of the goods he buys
goods he buys and uses. and uses.
The reputation of the seller or The reputation of the manufacturer is
manufacturer may not always be always important in buying industrial
given importance in buying consumer goods.
goods.
Inducements to the buyers in the Such inducements may not be common in
form of cash discounts, free gifts, etc. the marketing of industrial goods.
are made always by those marketing
consumer goods.
The market for consumer goods is The market for industrial goods is affected
affected by fashion and style by technological changes.
changes.

2. PLACE
Place is the second P in the Marketing Mix. Place represents the location
where the buyer and seller exchange goods or services. It is also called as the
distribution channel. It can include any physical store as well as virtual stores or online
shops on the Internet.
It is one thing having a great product, sold at an attractive price. But what if:
Customers are not near a retailer that is selling the product?
A competing product is stocked by a much wider range of outlets?
A competitor is winning because it has a team of trained distributors or sales
agents who are out there meeting customers and closing the sale?
Place matters for a business of any size. It is a crucial part of the marketing mix.
The main function of a distribution channel is to provide a link between production and
consumption.
STAGES OF DISTRIBUTION CHANNEL

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Channel 1 contains two stages between producer and consumer - a wholesaler and a
retailer. A wholesaler typically buys and stores large quantities of several producers'
goods and then breaks into bulk deliveries to supply retailers with smaller quantities.
For small retailers with limited order quantities, the use of wholesalers makes
economic sense.
Channel 2 contains one intermediary. In consumer markets, this is typically a retailer.
A retailer is a company that buys products from a manufacturer or wholesaler and sells
them to end users or customers. In a sense, a retailer is an intermediary or middleman
that customers use to get products from the manufacturers.
Channel 3 is called a "direct-marketing" channel, since it has no intermediary levels.
In this case the manufacturer sells directly to customers.
3. PRICE
The third P in the Marketing Mix is price. The price is a serious component of the
marketing mix. What do you think is the meaning of Price?
In the narrowest sense, price is the value of money in exchange for a product or
service. Generally speaking, the price is the amount or value that a customer gives up
to enjoy the benefits of having or using a product or service. Thus, customers
exchange a certain value for having or using the product a value we call price. In
commerce, price is determined by what (1) a buyer is willing to pay, (2) a seller is
willing to accept, and (3) the competition is allowing to be charged. With product,
promotion, and place of marketing mix, it is one of the business variables over which
organizations can exercise some degree of control. One example of a pricing strategy
is the penetration pricing. It is when the price charged for products and services is set
artificially low in order to gain market share. Once this is attained, the price can be
higher than before. For example, if you are going to open a Beauty Salon, you need
to set your prices lower than those of your competitors so that you can penetrate the
market. If you already have a good number of market share then you can slowly
increase your price.
T
the most important is the pricing strategy utilized by you as the owner of the business.
A right pricing strategy helps you define the particular price at which you can maximize
profits on sales of your product or service. You need to consider a wide range of factors
when setting prices of your offerings. The different pricing strategies with its definition
can be found in the table below.
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 The Different Pricing Strategies and Its Definition

Pricing Definition
Strategies

Penetration The price charged for products and services is set artificially low in order
Pricing to gain market share. Once this is achieved, the price is increased.
Skimming A company charges a higher price then slowly lowers the price to make
Pricing the product available to a wider market because it has a considerable
competitive advantage. However, the advantage tends not to be
sustainable. The high price attracts new competitors into the market, and
the price inevitably falls due to increased supply.
Competition A pricing method in which a seller uses prices of competing products as a
Pricing benchmark instead of considering own costs or the customer demand. In
reality a firm has three options and these are to price lower, price the same
or price higher than competitors
Product Line The practice of reviewing and setting prices for multiple products that a
Pricing company offers in coordination with one another. Rather than looking at
each product separately and setting its price, product-line pricing
strategies aim to maximize the sales of different products by creating more
complementary, rather than competitive, products. If you offer more than
one product or service, consider the impact that one product's or service's
price will have on the others.
Bundle The act of placing several products or services together in a single
Pricing package and selling for a lower price than would be charged if the items
were sold separately.
Premium Setting the price of a product higher than similar products. The goal is to
Pricing create the perception that the products must have a higher value than
competing products because the prices are higher.
Psychological Psychological pricing is the practice of setting prices slightly lower than
Pricing rounded numbers, in the belief that customers do not round up these
prices, and so will treat them as lower prices than they really are. This
practice is based on the belief that customers tend to process a price from
the left-most digit to the right, and so will tend to ignore the last few digits
of a price.
Optional The company earns more through cross-selling products along with a
Pricing basic core product. The main product does not have many features (and
is priced low) which can be enhanced through optional or accessory
products which are sold at premium by the same company.
Cost Plus Cost plus pricing involves adding a markup to the cost of goods and
Pricing services to arrive at a selling price. Under this approach, you add together
the direct material cost, direct labor cost, and overhead costs for a
product, and add to it a markup percentage in order to derive the price of
the product.
Cost Based A pricing method in which a fixed sum or a percentage of the total cost is
Pricing added (as income or profit) to the cost of the product to arrive at its selling
price.
Value Based A price-setting strategy where prices are set primarily on consumers'
Pricing perceived value of the product or service.

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 4. PROMOTION

Promotion is the fourth P in the Marketing Mix. Promotion refers to the complete
set of activities, which communicate the product, brand or service to the user. The idea
is to create an awareness, attract and induce the consumers to buy the product, in
preference over others. The following are the most common medium in promoting a
product and this is called promotional mix.

PROMOTIONAL MIX

1. ADVERTISING

Radio
Advertising by means of radio gives the advantage of selecting the territory and
audience to which the message is to be directed. It is also cheaper than TV advertising.

Television
This is the latest and the fast-developing medium of advertising and is getting
increased popularity these days. It is more effective as compared to radio as it has the
advantages of sound and sight. On account of pictorial presentation, it is more
effective and impressive and leaves a lasting impression on the mind of the viewer.

Print
The print media carry their messages entirely through the visual mode. These
media consist of newspapers, magazines and direct mail.

Electronic
You can also advertise electronically through your company website and provide
important and pertinent information to clients and customers. You can protect some
parts of your website through passwords and give access to member customers. You
can also send advertisements via direct e-mail as part of your promotional strategy.

Word of Mouth
Word-of-mouth advertising is important for every business, as each happy
customer can steer dozens of new ones your way. And it's one of the most credible
forms of advertising because a person puts their reputation on the line every time they
make a recommendation and that person has nothing to gain but the appreciation of
those who are listening.

Generic
The promotion of a particular commodity is without reference to a specific
producer, brand name or manufacturer. Producers join together to expand total
demand for the commodity, thereby helping their own sales. These activities are often
self-funded through assessments on marketing called check-off programs.

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2. PUBLIC RELATIONS OR PR
In public relations, the article that features your company is not paid for. The
reporter, whether broadcast or print, writes about or films your company as a result of
information he or she received and researched.

Many people use the term PR and advertising interchangeably, PR involves

sharing information with the public using platforms that do not require a payment, such
as social media or through press releases shared with magazines and newspapers.
PR professionals package information and disseminate it in the hopes that it will be
organically shared. The goal of public relations is to shape public perception of a
business, presenting a positive image through various strategies to its various
constituents.

3. PERSONAL SELLING
Personal selling occurs when an individual salesperson sells a product, service
or solution to a client. Salespeople match the benefits of their offering to the specific
needs of a client. Today, personal selling involves the development of longstanding
client relationships.

Personal selling involves a selling process that is summarized in the following

Five Stage Personal Selling Process. The five stages are:
Prospecting
Making first contact
The sales call
Objection handling
Closing the sale

4. SALES PROMOTIONS
Sales promotion is any initiative undertaken by an organization to promote an
increase in sales, usage or trial of a product or service (i.e., initiatives that are not
covered by the other elements of the marketing communications or promotions mix).

Sales Promotion Technique

Free Gifts
There are many ways to utilize this particular sales promotion technique. A newly
opened store, for example, may offer the first 10 customers free items worth 100
pesos.
Free Samples
Providing free samples is a technique used to introduce new products to the
marketplace. Samples give the consumer a chance to see how well they like a product
or try something they otherwise would not normally buy.
Free Trial
A free trial is a way for a consumer to try a new product while eliminating risk. It
may be used when a product is unique to the marketplace.

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 Customer Contests
Contests offer the customer a chance to win prizes like cash or store
merchandise.
Special Pricing
Special pricing is used to offer consumers a lower price for a period of time or to
purchase in multiple quantities. For example, a retailer may offer a product that
normally costs 35 pesos at a price of 3-for-100-pesos during the promotional period.

5. DIRECT MARKETING
Direct marketing is a promotional method that involves presenting information
about your company, product, or service to your target customer without the use of an
advertising middleman. It is a targeted form of marketing that presents information of
potential interest to a consumer that has been determined to be a likely buyer.

Forms of Direct Marketing

Brochure Catalogs Fliers Newsletters Post cards

Coupons Email Phone calls Text messages

5. PEOPLE

The fifth P in the Marketing mix is People. Your team, the staff that makes it
happen for you, your audience, and your advertisers are the people in marketing. This
consist of each person who is involved in the product or service whether directly or
indirectly.
People are the ultimate marketing strategy. They sell and push the product.
People are one of the most important elements of the marketing mix today. This is
because of the remarkable rise of the services industry. Products are being sold
through retail channels today. If the retail channels are not handled with the right
people, the product will not be sold. Services must be first class nowadays. The people
rendering the service must be competent and skilled enough so that that the clients
will patronize your service. The marketing efforts of people are to create customer
awareness, to arouse customer interest, to educate customers, to close the sale and
to deliver the product.
Therefore, the right people are essential in marketing mix in the current marketing
scenario.

6. PACKAGING

Packaging is the sixth P in the Marketing Mix. Packaging is a silent hero in the
marketing world. Packaging refers to the outside appearance of a product and how it
is presented to the customers. The best packaging should be attractive enough and

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cost efficient for the customers. Packaging is highly functional. It is for protection,
containment, information, utility of use and promotion.

Five Basic Functions of Packaging

1) Protection:
One of the major functions of packaging is to provide for the effects of time and
environment for the natural and manufactured products. The protection function can
be divided into some classes.

A. Natural deterioration:
It is caused by the interaction of products with water, gases and fumes, microbiologic
organisms like bacteria, yeasts and molds, heat, cold, dryness, contaminants and
insects and rodents.

B. Physical protection:
The packaging is also used for physical protection, which include improving shock
protection, internal product protection and reducing shock damage caused from
vibration, snagging, friction and impact.

C. Safety:
A special kind of protective packaging is required for products that are deemed harmful
to those who transport them or use them. These products include extremely
inflammable gas and liquid, radioactive elements, toxic materials etc. The packaging
should also be done so that children could not easily use or dispose them.

D. Waste reduction:
Packaging also serves to reduce the amount of waste especially in case of food
distribution.

2) Containment:
This involves merging of unit loads for shipping. It starts with spots of adhesives on
the individual shippers that stick them together, straps of steel and plastic, entire
coverings of shrinkable or stretchable plastic films and paper or corrugated wraps that
surround an entire pallet of product.

There are some special bulk boxes or pallet bins made from unusually strong
corrugated board or fabricated form plastics or metal, the method of which depends
on the type and weight of product and its protective needs. The cargo containers made
of aluminum used to hold many pallet loads of goods can be transferred to or from
ships, trains and flatbed trucks by giant cranes.

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3) Information:
The packaging conveys necessary information to the consumers. The common
information that packaging provides include general features of the product,
ingredients, net weight of the contents, name and address of the manufacturers,
maximum retail price (MRP).

Packaging of medicine and some food products is required to provide information on

methods of preparations, recipes and serving ideas, nutritional benefits, and date of
manufacturing, date of expiry, warning messages and cautionary information.
Sometimes, the color of the packaging itself provides some information.

4) Utility of use:
The convenience packaging has been devised for foods, household chemicals, drugs,
adhesives, paints, cosmetics, paper goods and a host of other products. This type of
packaging includes dispensing devices, prepackaged hot metals, and disposable
medical packaging.

5) Promotion:
Companies use attractive colors, logos, symbols and captions to promote the product
that can influence customer purchase decision.

Packaging Decisions:

i. Packaging concept:
This defines what the package should be or do for the particular product in terms of
size, shape, materials, color, text, and brand mark and tamperproof ability

ii. Engineering tests:

This will ensure that the package stands up under normal conditions

iii. Visual tests:

This is to ensure that the script is legible and colors are harmonious

iv. Dealer tests:

This is to ensure that the dealers find the packages attractive and easy to handle

v. Consumer tests:
This is to ensure favorable consumer response

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 7. POSITIONING

Finally, the seventh P in the Marketing Mix is Positioning. When a company

presents a product or service in a way that is different from the competitors, they are
Positioning refers to a process used by marketers to create
an image in the minds of a target market.
Solid positioning will allow a single product to attract different customers for not
the same reasons. For example, two people are interested in buying a phone; one
wants a phone that is cheaper in price and fashionable while the other buyer is looking
for a phone that is durable and has longer battery life and yet they buy the same exact
phone.
There are three basic concepts for positioning. These are Functional Positions,
Symbolic Positions and Experiential Positions. Functional Positions deal with solving
a problem, providing benefits and getting a favorable perception from investors,
stockholders and consumers. Symbolic Positions deal with self-image enhancement,
ego identification, belongingness, social meaningfulness and affective fulfilment and
Experiential Positions deal with providing sensory or cognitive stimulation.

Steps of the Positioning Process

Communicat
e and deliver
Define your on the
positioning positioning
Choose strategy strategy
competitive
Identify your advantages
competitive that define
Confirm your advantages your market
understanding
of market
dynamics

Step 1: Confirm Your Understanding of Market Dynamics

At the start of the positioning process, you need a firm understanding of your target
market and answers to the following questions:

In which product, service, or market categor

you plan to use this positioning?
Which target segment is your focus for the positioning you are developing?
What factors do these buyers evaluate when they make a purchasing decision?
How do these buyers view your competitors in the category?

or informal marketing research to reach a better understanding of your target market

and the market dynamics around it.

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Step 2: Identify Your Competitive Advantages

A competitive advantage is some trait, quality, or capability that allows you to

outperform the competition. It gives your product, service, or brand an advantage over
others in purchasing decisions. Competitive advantage may come from and or all of
the following:

Price: Something in your production process or supply chain may make it possible for
you to provide comparable value at a lower cost than competitors.

Features: You may provide tangible or intangible features that your competitors do
not: for example, more colors, better taste, a more elegant design, quicker delivery,
personalized service, etc.

Benefits: You may provide unique benefits to customers that your competitors cannot
match. Benefits are intangible strengths or outcomes your customer gets when they
use your offering. For example, time savings, convenience, increased control,
enjoyment, relaxation, more choices, feeling better about oneself, being more
attractive, etc.
Create a list of the things that make you different from competitors in positive ways.
Then identify which of these factors are also competitive advantages: the influential
factors that help you perform better in the marketplace and cause customers to choose
your product, service, or brand over other options.

Step 3: Choose Competitive Advantages That Define Your Niche

Your list of competitive advantages represents a set of possible positioning strategies

you could pursue for your product, service, or brand. The next step is to examine how
these factors fit into customer perceptions of your broader competitive set. Your goal
is to pick a positioning approach that gives you a unique and valued position in the
market that competitors are not addressing.

How to Create an Effective Market Positioning Strategy?

Create a positioning statement that will serve to identify your business and how you
want the brand to be perceived by consumers.

1. Determine company uniqueness by comparing to competitors

Compare and contrast differences between your company and competitors to
identify opportunities. Focus on your strengths and how it can exploit these
opportunities.

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2. Identify current market position
Identify your existing market position and how the new positioning will be
beneficial in setting you apart from competitors.

3. Competitor positioning analysis

Identify the conditions of the marketplace and the amount of influence each
competitor can place on each other.

4. Develop a positioning strategy

Through the preceding steps, you should achieve an understanding of what your
company is, how your company is different from competitors, the conditions of the
marketplace, opportunities in the marketplace, and how your company can position
itself.

Lesson
Developing a Brand Name
2

We are now in the second lesson of this module. After studying and
arketing, you
are now ready to develop your Brand Name.

say first?
Now as a future entrepreneur, how do you describe the sales of your product
being displayed on the shelves of various malls and groceries beside the product with
a brand name? Do you think the consumers will notice or remember it? Branding will
ultimately reside(s) in the mind of every consumers, thus, it plays a significant role in
every business.
Brand Name is a name, symbol, or other feature that distinguishes a seller's
goods or services in the marketplace. Your brand is one of your greatest assets
because your brand is your customers' over-all experience of your business. Brand
strategy is a long-term design for the development of a popular brand in order to
achieve the goals and objectives. A well-defined brand strategy shakes all parts of a

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business and is directly linked to customer needs, wants, emotions, and competitive
surroundings.
Experts believe that a good brand can result in better loyalty for its customers, a
better corporate image and a more relevant identity.

As more customers continue to differentiate between emotional and experienced

companies, a brand may be the first step forward in your competition instead of price
points and product features. The question is, can you build a brand which truly talks
to your audience?

Branding is a powerful and sustainable high-level marketing strategy used to

create or influence a brand. Branding as a strategy to distinguish products and
companies and to build economic value to both customers and to brand owners, is
described by Pickton and Broderick in 2001.

Commonly Used Branding Strategies

1) Purpose
"Every brand makes a promise. But in a market in which customer confidence is
little and budgetary observance is great
one brand from another, but having a significant purpose," (Allen Adamson).
How can you define your business purpose? According to Business Strategy
Insider, purpose can be viewed in two ways:

a. Functional. This way focuses on the assessments of success in terms of fast

and profitable reasons. For example, the purpose of the business is to make
money.
b. Intentional. This way focuses on fulfillment as it relates to the capability to
generate money and do well in the world.
2) Consistency
The significance of consistency is to avoid improve
your brand. Consistency aids to brand recognition, which fuels customer loyalty.

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3) Emotion
There should be an emotional voice, whispering "Buy me". This means you allow
the customers to have the chance to feel that they are part of your brand.
You should find ways to connect more deeply and emotionally with your
customers. Make them feel part of the family and use emotion to build relationships
and promote brand loyalty.

4) Flexibility
Marketers should remain flexible too in this rapidly changing world. Consistency
targets at setting the standard for your brand, flexibility allows you to adjust and
differentiate your approach from your competition.

According to Kevin Budelmann, "Effective identity programs require sufficient

consistency to be identifiable, but sufficient variation to keep things fresh and human,"
so if your old tactics don't work anymore, don't be afraid to change. I it
worked in the past it may still work now.

5) Employee Involvement
It is equally important for your employees to be well versed in how they
communicate with customers and represent the brand of your product.

6) Loyalty
Loyalty is an important part of brand strategy. At the end of the day, the emphasis
on a positive relationship between you and your existing customers sets the tone for
what potential customers can expect from doing business with you.

7) Competitive Awareness
Do not be frightened of competition. Take it as a challenge to improve your
branding strategy and craft a better value in your brand.

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 A. Draw to Survive

Direction: Create a Concept Map arketing Mix. Create your Concept

Map in your activity notebook.

Rubrics for Scoring

Score Description
15 The illustration of the concept map is clear and complete.
12 The illustration of the concept map is complete.
9 The illustration of the concept map is lacking 1.
6 The illustration of the concept map is lacking 2
3 The illustration of the concept map is lacking 3.

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 B. My Imaginary Product

Draw your product and give it a name. Follow the task guide bellow. Draw it in your
activity notebook. Then, write a short explanation by describing the product and why
you come up with its name.

Who are your

Target Market? What is your
Suitable Name for
Product ?
(age, gender, the Product
(description)
income)

Suitable Color for Suitable shape for Suitable Material for

the Packaging the Packaging the Packaging

Justify your Brand

Sketch the Product, Create a Brand
Name using the
sketch the logo Name
Branding Strategies

Draw your product in your Activity Notebook.

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Here are some useful phrases that may help you with your tasks and explanations:

My Target Market is/are ________________________________________________,

that is why I choose this product.

I would like to introduce my new product __________________________________.

I chose the name ______________________________________________ because

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________.
You can use it to _____________________________________________________
___________________________________________________________________
___________________________________________________________________.

I chose the Brand Name _________________________________________ because

___________________________________________________________________
___________________________________________________________________.

Rubrics for Scoring

Score Description
The imaginary product is illustrated with a unique the brand name. There
15
is an explanation describing the product and its name.
The imaginary product is illustrated with a brand name. There is an
12
explanation describing the product and its name
The imaginary product is illustrated with a brand name. There is an
9
explanation describing the product.
6 The imaginary product is illustrated with a brand name.
3 The imaginary product is illustrated.

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 Generalization

You have learned a lot from this module. You already understand all the concepts
from the 7 Ps in the Marketing Mix to Developing a Brand Name.
Marketing mix constitutes of the case of products product, price,
place and promotion. In case of services, people,
packaging and positioning.
All P's should be compatible in the marketing mix. The price is compatible with
the product's placement. The product must be consistent with the promotion. In
general, all P 's are connected intrinsically.
As a result, when you make a marketing mix, it becomes a chain of strong bonds.
Then these connections will lead you to lengthen the chain. Whenever you plan to add
or change existing features, you need to see the general image which helps create a
fresh product in the marketing mix.
Branding is absolutely critical to a business because of the overall impact it
makes on your company. Branding can change how people percept your brand, it can
drive new business further and increase brand awareness.

Am I Important?

entrepreneur? Write your answers in your activity notebook.

Lesson 1: o the Business Opportunity

What I want to say about the lesson:

Lesson 2: Develop a Brand Name

What I want to say about the lesson:

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 Post Assessment

Identification
Write the word or phrase that is being described or completes the thought of each
statement.

______________1. It is a set of controllable and interrelated variables composed of

product, place, price and promotions that a company assembles
to satisfy a target group better than its competitor.
______________2. The amount of money that a customer pays for to enjoy a product
or service.
______________3. It is any initiative undertaken by an organization to promote an
increase in sales, usage or trial of a product or service
______________4. It occurs when an individual salesperson sells a product, service
or solution to a client.
______________5. It can be intangible or tangible as it can be in the form of services
or goods.
______________6. The way your product or service appears from the outside.
______________7. A marketing model that modifies the 4Ps model.
______________8. It is responsible for every element of your sales, marketing
strategies, and activities.
______________9. It refers to how a business creates awareness in the market.
______________10. It claims a new space in the mind of the customer different from
the spaces occupied by existing products.
______________11. The ultimate marketing strategy.
______________12. This is where your product or service is actually sold.
______________13. The place occupied by products in the hearts and minds of the
consumers.
______________14. A name, symbol, or other feature that distinguishes a seller's
goods or services in the marketplace.
______________15. A powerful and sustainable high-level marketing strategy used
to create or influence a brand.

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 Additional Activities
The Power of Color!
Below are different colors. Think of a particular product or company that you can
identify with each color. Write your answers in the box beside each color.

RED- ex.CHOWKING

BLUE-

BLACK-

YELLOW-

ORANGE-

GREEN-

Rubrics for Scoring

Score Description
The diagram is complete with the right brand written in its corresponding
15
color.
The diagram is lacking one (1) with the right brand written in its
12
corresponding color.
The diagram is lacking two (2) with the right brand written in its
9
corresponding color.
The diagram is lacking three (3) with the right brand written in its
6
corresponding color.
The diagram is lacking four (4) with the right brand written in its
3
corresponding color.

This is the end of Module five (5). You did a great job! It is Indeed an
achievement. Congratulations!!! Hard work pays off and you really proved it!!! Try to
learn more about Entrepreneurship in the next Modules. Thank you for being patient,
honest, and committed.

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