Module 4

PRAYER
GREETINGS!
ATTENDANCE
LET’S START WITH A
DRILL
LOGO QUIZ
Directions: Recognize the brand name of each logo in each picture. Then, identify the
tagline of each business.
SHELL
LOGO QUIZ
DEL
MONTE
LOGO QUIZ
TIDE
LOGO QUIZ
MERALC
O
LOGO QUIZ
PIZZA
HUT
DEVELOPING A BRAND NAME
LESSON 8
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 .
Elements of the Brand
A brand is not just a name. Today’s brands are composites of various
elements including:
1. Trade The trademarked name by which the

name: product is to be known and is registered
through the Intellectual Property office.
elements including:
2.Generic The category in which the brand

category: would fall under. The Intellectual
Property Office requires that brands
explicitly specify the categories that
would fall under.
elements including:
3. Logo: The visual symbol or image that will

identify the product. Logos are also
registered alongside the trade name.
elements including:
4. Tagline: an optional catch phrase.
5. Visual Aside from the actual logo, brands can

cues: also be represented with distinctive visual
identifiers.
elements including:
6. Shapes: The actual shape or form of the product or

packaging, such as the pinched contour of
a bottle of Yakult.
7. Color: The store is quickly distinguishable from
afar.
elements including:
8. Sounds: Examples are as advertising jingles, or

even very short intro sounds as those
heard upon starting up a computer.
9. Scents: Have signature fragrances made that help
to create distinctive atmospherics in their
promises.
elements including:
10. Tastes: This includes special recipes or secret

ingredients.
BASIC PRINCIPLES
IN
MAKING BRAND NAMES
Basic Principles in making Brand Names
1. Take ❖write ideas that come to mind when you think about
inspiration your business’ service, product and personality
from ❖consider target market
everywhere
2. Make your ❖Do not make it sounds like something else

brand name ❖Make sure it will not be constantly mispronounced or
memorable misspelled
❖It is not confusing
❖It sounds good to the ear
❖Consider customer impression
3. Make ❖It must convey what it has to convey

sure it ❖The name speaks of what it promises to
matches deliver
your
company’s
mission
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.
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.
• Trade names are registered via the Intellectual Property Office (IPO) of the Department
of Trade and Industry.
• 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.
• The trade name will then be legally owned by the company, at least under the
classification in which it has been filed.
Characteristics of a good brand name when an entrepreneur would like to develop a brand name.
CHARACTERISTICS OF A GOOD BRAND NAME
• Short and simple • Easy to pronounce
• Easy to spell and read • Can be pronounced in only one

way
• Easy to recognize and • Can be pronounce in all
remember languages (for international
markets)
Characteristics of a good brand name when an entrepreneur would like to develop a brand name.
CHARACTERISTICS OF A GOOD BRAND NAME
• Suggestive products benefits • Always timely (does not go

out-of-date)
• Adaptable to • Adaptable to any advertising
packaging/labelling needs medium
• No undesirable imagery • Legally available for use (not in
use by another firm)
ACTIVITY 1. The Power of Color
Directions: 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
ENRICHMENT
B. Let’s think about it!
1. You are to market “cupcakes” in your hometown. Develop a brand name and draw your
desired logo for it.
2. You are going to sell “facemask” in your hometown. Develop a brand name and draw
your desired logo for it.

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PRAYER

1. Trade The trademarked name by which the

2.Generic The category in which the brand

3. Logo: The visual symbol or image that will

4. Tagline: an optional catch phrase.

5. Visual Aside from the actual logo, brands can

6. Shapes: The actual shape or form of the product or

8. Sounds: Examples are as advertising jingles, or

10. Tastes: This includes special recipes or secret

2. Make your ❖Do not make it sounds like something else

3. Make ❖It must convey what it has to convey

The following is a recommended process for building up a new brand.

CHARACTERISTICS OF A GOOD BRAND NAME

• Short and simple • Easy to pronounce

• Easy to spell and read • Can be pronounced in only one

CHARACTERISTICS OF A GOOD BRAND NAME

• Suggestive products benefits • Always timely (does not go

RED- ex. Chowking

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