PRAYER

Heavenly Father, We come to you today

in prayer, asking for your guidance and
wisdom as we begin this online class.
Help us to stay focused and attentive as
we learn and grow together. Give us the
strength to stay motivated and the
courage to ask questions when needed.
In the mighty name of Jesus, we pray.....
CHECKING OF
ATTENDANCE
 RULES
Please make sure you are listening.

Mute our microphone, turn it on when you

recite.
Get your notebooks and list down important
details.

Participate in our discussion.

 REVIEW

What are the

different pricing
strategies?
GUESS THE BRAND
“Taste the Feeling.”
 CORRECT!
“Taste the Feeling.”
GUESS THE BRAND
“Impossible is Nothing.”
 CORRECT!
“Impossible is Nothing.”
GUESS THE BRAND
“We find Ways.”
CORRECT!
“We find Ways.”
GUESS THE BRAND
“Love ko‘to”
CORRECT!
“Love ko‘to”
GUESS THE BRAND
“Quality just tastes better!”
 CORRECT!
“Quality just tastes better!”
DEVELOPING A
NEW BRAND
What is a Brand
Name?

The name that you use to

identify the family of
products or service that you
offer.
 What is a Product
Name?
NIKE AIR FORCE

Identifies a specific
product or service and
becomes a brand name
when the company starts
using it.
What is the Difference between the two?

The Brand Name…

Is the overall name or
the trademark of a
company The Product
Name…
Is the specific product
under the said brand
name
 What are the things
that you need to do in
order to come up with
a powerful brand?
 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 partnerships and
corporations) will ask that the new entity be
registered under a new business name. The DTI has
strict rules about what names are acceptable, while
both DTI and SEC require that the business name
be reflective of the type of business that will be
International Classification of Goods and
Services (NICE Classification)

The one responsible for

identifying the proposed trade
name for a specific industry
category and check if the
proposed trade name has not yet
been taken.
Joachimsthaler, 2000
There are 5
STEPS needed to
be done before
you proceed to the
trade name
registration
 0
1
Develop the
Brand Strategy
Setting up the groundwork and the
foundation for the development of the
brand proper
 Elements of Step 1
Product Information – What are
the products or services that the
brand shall be representing?
Market Information – Who are the
target markets that the brand will be
catering to?
 Elements of Step 1
Trademark Criteria – Should the
name be short or should it be
expository?
Brand name Objectives – What
should the brand name accomplish in
the minds of customers?
 0
2
Develop the
Creative Theme
Building up the look and feel of the
brand
 TAKE NOTE:
The actual brand itself has yet to be
decided upon but this step is necessary in
order to build up the “House” of standards
in which the eventual brand will reside in

Elements of Step 2

•Brand personality – If the brand was a

person, what would be its personality?
•Inferences and connotations – What
imagery, words, and meanings should be
the brand connote or refer to?
•Color palette and style sheets – For this
part of the process, you will need the
services of a trained graphic designer
• Font – are the letters to be used for your
brand name
•Visual Cues – Symbols, icons, shapes, and
other images that you want to associate with
the brand
•Acceptable uses and materials – Each
medium and material has its own particular
characteristic and can have an effect on the
overall response to branding effects
•Retail placement – Where do you plan to
have it sold?
 0
3
Create the
Name
Create the actual brand
name
 Elements of Step 3
•Keep it short – Human mind can most
easily remember up to three syllables
•Make it easy to pronounce and
remember – It will not pay to have a brand
name that is hard to spell, remember, or
pronounce
•It should translate well in target
markets - Your brand name should not
connote anything negative in those
 Brand Names can be:
•Eponyms – names of people such as the
founders or even historical people (ex:
McDonald’s)
•Descriptive – connoting something about
the product itself or its benefits (ex: Head &
Shoulders)
•Abbreviations – shortened words (ex:
CNN – cable news network)
 Brand Names can be:
•Portmanteaus – combination of words to
make a new word (ex: Adidas – Adolf “Adi”
Dassler)
•Symbolic or image driven - (ex: Apple –
bitten apple design)
•Synthetic – the brand name is not a
dictionary word but instead an invented one
(ex: Lexus)
 0
4
Test the
Name
Testing your selected brand name and
its impact and signifiers to your target
market
Create a mockup of your product.
Apply your proposed branding to
its label or signage (If your
product happens to be a service
location, then you can use
computer-generated mockups).
Find a few people within your
target market and let them look
and touch your packaged
product.
 0
Screen for5Trademark
Availability
Make sure that it is actually available
at the Intellectual Property Office
What if you want to keep your selected brand name but it is already
taken in a foreign market?

(1) If your business has sufficient

resources, you can try to buy out
foreign brand owner. This could be
expensive, however, it is a recourse
that is only available for the largest
potential multinational firms
(2) You can simply register a different
brand name in those markets
ACTIVITY
Make your own brand
name applying what
we discussed on a
long bond paper and
explain.
APPLICATIO
N
As a student, how do
proper making of your
name will affect your
image in school?
GENERALIZATION
 EVALUATION
Directions: Write true if the statement is correct and false if
it is incorrect. Write your answer in 1/4 sheet of paper.

1. There are 5 steps in developing a brand name

2. The product name is the name that you use to identify the
family of products or service that you offer.
3. Step 2 is necessary in order to build up the “House” of
standards in which the eventual brand will reside in.
4. Portmanteaus is the combination of words to make a new
word.
5. Department of Trade and Industry will ask a new
partnership to be registered under a new business name.
ASSIGNMEN
Tzz
Review and
prepare for a
long test next
meeting
 Thanks
for listening

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