12

ENTREPRENEURSHIP
QUARTER 1
Week 8, Lesson 1

CapSLET
Capsulized Self - Learning
Empowerment Toolkit
Schools Division Office of Zamboanga City
Region IX, Zamboanga Peninsula
Zamboanga City

Name of Student: ______________________________

Grade & Section: ______________________________
School: ______________________________________
Name of Teacher: ______________________________
 CapSLET
Capsulized Self - Learning Empowerment Toolkit
SUBJECT &
ENTREPRENEURSHIP 12 QUARTER 1 WEEK 8
GRADE/LEVEL
RECOGNIZE AND UNDERSTAND THE MARKET: Fundamentals of Brand
TOPIC
Management
LEARNING CODE
COMPETENCY L.O.3 3.2 Develop a brand name
CS_EP11/12ENTREP-0h-j-
11
LEARNING 1. Identify brand management; and
OBJECTIVES 2. Describe the characteristics of a brand name.
IMPORTANT: Do not write anything on this material. Write your answers on the learner’s activity and assessment
sheets provided separately.

UNDERSTAND
Topic: Fundamentals of Brand Management
A brand refers to the identity of a company, of a product, of a service, or of an entrepreneur himself or
herself. A brand is symbol of promise or assurance from the entrepreneur that what it purports 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 budding 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.
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 feedback. Another technique in branding is to
observe competitors’ brand (both the successful and not so successful) and analyze their best practices and flaws.
The brand should be clear, 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 a product category
• Can describe concrete qualities
• Positive and inspiring
Defining Your Brand
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and
uncomfortable. It requires, at the very least, that you answer the questions below:
What is your company's mission?
What are the benefits and features of your products or services?
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What do your customers and prospects already think of your company?
What qualities do you want them to associate with your company?
Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips:
• Get a great logo. Place it everywhere.
• Write down your brand messaging. What are the key messages you want to communicate about your
brand? Every employee should be aware of your brand attributes.
• Integrate your brand. Branding extends to every aspect of your business--how you answer your phones,
what you or your salespeople wear on sales calls, your e-mail signature, everything.
• Create a "voice" for your company that reflects your brand. This voice should be applied to all written
communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly?
Be conversational. Is it ritzy? Be more formal. You get the gist.
• Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your
brand.
• Design templates and create brand standards for your marketing materials. Use the same color scheme,
logo placement, look and feel throughout. You don't need to be fancy, just consistent.
• Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on
your brand promise.
• Be consistent.
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.

Visit [Link] and learn more about business analytics. The article will show
you how different companies use data analytics in the way they do business

SAQ-1: What is the difference between brand and branding?

SAQ-2: What are the different characteristics of a brand name?

Let’s Practice!

Matching Type
Directions: Match column A to column B. Write your answer on your Learner’s Activity and Assessment
sheets.
Column A Column B
1. Refers to the identity of a company, A. Branding
of a product, of a service, or of an
entrepreneur.
2. The process of integrating the B Intangible elements
strategies formed from the marketing
mix to give an identity to the product
or service.
3. The supervision of the tangible and C. Brand
intangible elements of a brand.
4. It includes the perception and D. Brand management
perception and relationship of the
customers with brand.
5. It includes the product itself, E. Tangible elements
packaging, price and its location.

REMEMBER
Key Points

✓ A brand is symbol of promise or assurance from the entrepreneur that what it purports 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 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.

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TRY
Let’s see how much have you learned today!
(Answer on the Learner’s Activity and Assessment sheets.)
[Link] OR FALSE
Directions: Read each statement carefully. Identify whether the statement is TRUE or FALSE. Write the answer
on the answer sheet provided.
1. A brand is symbol of promise or assurance from the entrepreneur that what it purports to the customers will
happen.
2. 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.
3. The intangible elements include the product itself, its packaging, its price, and its location.
4. The tangible elements include the perception and relationship of the customers with the brand.
5. Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and
uncomfortable
[Link]
Direction. Write your answer in Learner’s Activity and Assessment Sheets.(20 PTS.)
1. If you were the product, what kind of brand name would you like to be known for in the market?
2. How would you promote your own personal brand? What would you do to make sure that your personal brand
stand out?
Rubrics: Rubrics to assess in essay writing: Check only 1 corresponding quality points for your activity
Very Needs Points
Satisfact Satisfactor Improve Earned
Excellent ory y ment
CATEGORY (5 pts.) (4pts.) (3pts.) (2 pt.)
Content/Organization
Transitions
(Organization)
Grammar & Spelling
(Conventions)
Neatness
Total points

• Entrepreneurship Diwa Learning System E-NET [Link] Diwa learning

[Link]
REFERENCE/S • Online Investopedia [Link]
•

This learning resource contains copyrighted materials. The use of which has not
been specifically authorized by the copyright owner. We are making this resources
in our efforts to provide printed and e-copy leaning resources available for the
learners in reference to the continuity plan of this division in this time of pandemic.
DISCLAIMER
This LR is produced and distributed locally without profit and will be used for
educational purposes only. No malicious infringement is intended by the writer.
Credits and respect to the original creator/ owner of the materials found in this
learning resource.

Written by:
JANET D.R. DILAN
SHST-II
Talon-Talon National High School

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 CapSLET
Learner’s Activity and Assessment Sheets

SUBJECT
NAME
YEAR AND SECTION
TEACHER’S NAME
Topic: RECOGNIZE AND UNDERSTAND THE MARKET: Fundamentals of Brand Management
SAQ 1:
_______________________________________________________________________________________________
_______________________________________________________________________________________________
_____
SAQ 2:
____________________________________________________________________________________________
_______________________________________________________________________________________________
__
IDENTIFICATION:
______1. ______ 2. __________ 3. __________ 4. _________ 5.

TRY
A. TRUE/FALSE

______1. ______ 2. __________ 3. __________ 4. _________ 5.

B. ESSAY. Write here your answer (20 PTS.)

Very Needs Points

Excellent Satisfactory Satisfactory Improvement Earned
CATEGORY (5 pts.) (4pts.) (3pts.) (2 pt.)
Content/Organization
Transitions
(Organization)
Grammar & Spelling
(Conventions)
Neatness
Total points

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Topic: RECOGNIZE AND UNDERSTAND THE MARKET: Fundamentals of Brand Management
Learning Competency: L.O3 3.2 Develop a brand name

ANSWER KEY
Topic: Fundamentals of Brand Management
SAQ1: The difference between brand and branding: A brand refers to the identity of a company, of a product,
of a service, or of an entrepreneur himself or herself. And branding is the process of integrating the strategies
formed from the marketing mix to give an identity to the product or service.
SAQ 2: The different characteristics of brand name are: 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 a product category, can describe concrete
qualities and positive and inspiring
IDENTIFICATION
1.C 2. A 3. D 4. B 5. E

TRY
A. TRUE /FALSE

1. True 2. True 3. False 4. False 5. True

B. ESSAY (20 POINTS) Check only 1 corresponding quaitative description for your essay (SR- Student rating;
TR- Teacher rating).
Points
Very Needs Earned
Excellent Satisfactory Satisfactory Improvement
CATEGORY (5 pts.) (4pts.) (3pts.) (2 pt.) SR TR
Content/Organization

Transitions
(Organization)
Grammar & Spelling
(Conventions)
Neatness

Total points

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Republic of the Philippines
Department of Education
Division of Zamboanga City

EVALUATION TOOL FOR CONTENT AND LAYOUT & DESIGN

CAPSULIZED SELF-LEARNING EMPOWERMENT TOOLKIT (CapSLET)

Learning Area: ___ENTREPRENEURSHIP_______

Grade Level: Grade 12
Title: RECOGNIZE AND UNDERSTAND THE MARKET: Fundamentals of Brand Management
Quarter: 1_
Week: 8
Learning Competency: L.O3 3.2 Develop a brand name

1. Read carefully the learning resource (LR) page by page to evaluate the LR for compliance to standards
indicated in the criterion items under each factor below.
2. Put a check mark (/) in the appropriate column beside each criterion item. If your answer is NO, cite
specific page/s, briefly indicate the errors found, and give your recommendations in the attached Summary
of Findings form.
3. Write Not Applicable (NA) for criterion items that does not apply in the LR evaluated.

Standards /Criterion Items Yes No

CONTENT
Factor I. Intellectual Property Rights Compliance
1. The learning resource has no copyright violations. /
2. The copyrighted texts and visuals used in the LR are /
cited.
3. The copyrighted materials used in the LR are accurately
cited.
4. The references are properly cited in the Reference/s box /
using the DepEd LR Referencing Guide.
Note: At least 3 criterion items must be marked YES to indicate Complied Not
compliance to this factor. Complied

Factor II. Learning Competencies

1. Content is consistent with the targeted DepEd Most
Essential Learning Competencies (MELCs) intended for /
the learning area and grade level.
2. The MELC is sub tasked into learning objectives based
on the Compressed Curriculum Guide Syllabus (CCGS) /
of a specific learning area.

Note: These 2 criterion items must be marked YES to indicate Complied Not
compliance to this factor. Complied

Factor III. Instructional Design and Organization

1. The LR contributes to the achievement of specific
objectives of the learning area and grade level for which /
it is intended.

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 2. Sequencing of contents and activities from
UNDERSTAND, REMEMBER and TRY within each /
lesson facilitates achievement of objectives.
3. Content is suitable to the target learner’s level of
development, needs, and experience. /
4. Content reinforces, enriches, and / or leads to the mastery
of the targeted learning competencies intended for the /
learning area and grade level.
5. The LR develops higher cognitive skills (e.g., critical
thinking skills, creativity, learning by doing, problem /
solving) and 21st century skills.
6. The LR enhances the development of desirable values
and traits such as: (Mark the appropriate box with an “X”
applicable for values and traits only)

Note: At least 5 criterion items must be marked YES to indicate Complied Not
compliance to this factor. Complied

Factor IV. Instructional Quality

1. Content and information are accurate. /
2. Content and information are up-to-date. /
3. The LR is free from any social content violations. /
4. The LR is free from factual errors. /
5. The LR is free from computational errors (if applicable)
6. The LR is free from grammatical errors. /
7. The LR is free from typographical errors. /
Note: At least 6 criterion items must be marked YES to indicate Complied Not
compliance to this factor. Complied

Factor V. Assessment
1. The LR provides useful measures and information that
help the teacher evaluate learner’s progress in mastering /
the target competencies.
2. Assessment aligns with the learning competency/ies. /

3. Assessment provides clear instructions in the TRY /

section.
4. Assessment provides correct answer/s. /
Note: All criterion items must be marked YES to indicate compliance Complied Not
to this factor. Complied

Factor VI. Readability

1. Vocabulary level is adapted to target users’ experience
and understanding. /
2. Length of sentences is suited to the comprehension level
of the target user. /
3. Sentences and paragraph structures are varied and
appropriate to the target user. /
4. Lessons, instructions, exercises, questions, and activities
are clear to the target user. /

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 5. The LR provides appropriate mother tongue for the target
user.
Note: At least 4 criterion items must be marked YES to indicate Complied Not
compliance to this factor Complied

LAYOUT AND DESIGN

Factor I. Physical Attributes
1. All necessary elements are complete. /
2. Cover elements are correct and complete. (i.e., w/ grade
indicator & learning area, CapsLET title, quarter, /
headings, division tagline)
3. The CapsLET follows the prescribed learning area color. /
4. The LR observes correct pagination. /
5. Contains accurate learning competency and code. /
Note: All criterion items must be marked YES to indicate compliance Complied Not
to this factor Complied

Factor II. Layout and Design

1. The LR follows the prescribed CapsLET template.
(maximum of 10 pages and minimum of 3 pages) /
2. The LR follows the prescribed CapsLET paper size /
(long bond paper – 21.59cm x 33.02cm).
Note: All items be marked YES to indicate compliance to this factor. Complied Not
Complied

Factor III. Typographical Organization

1. The LR uses appropriate font size (12 or 14) and styles
(Calibri Body, Arial or Times New Roman). /
2. The LR follows the rules in the use of boldface and italics. /
Note: All criterion items must be YES to indicate compliance to this Complied Not
factor. Complied

Factor IV. Visuals

1. It contains visuals that illustrate and clarify the concept. /
2. It has images that are easily recognizable. /
3. Layout is appropriate to the child. /
4. Text and visuals are properly placed. /
Note: All criterion items must be marked YES to indicate compliance Complied Not
to this factor. Complied

Recommendation: (Please put a check mark (/) in the appropriate box.)

( ) Minor revision. This material is found compliant to the minimum requirements in all six factors. Revision based on the
recommendations included in the Summary of Content Findings form and LR with marginal notes must be implemented.

( ) Major revision. This material is non-compliant to the requirements in one or more factors. Revision based on the
recommendations included in the Summary of Content Findings form and LR with marginal notes must be implemented.

(/) For field validation. This material is found compliant to all factors with NO corrections.

I certify that this evaluation report and the recommendation(s) in the summary report are my own and have been made
without any undue influence from others
Name/s Signature/
Evaluator/s: _VILMA V. FANTILAGAN ___________________________________

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 JAMES B. DELOS REYES ___________________________________

MARISSA F. CASTRO ___________________________________

Date accomplished: August 7, 2020

Note:
This tool is anchored on the Guidelines in ADM Content Evaluation, Guidelines in ADM
Layout Evaluation and Level 2 DepEd Evaluation Rating Sheet for 2 DepEd Evaluation Rating
Sheet for Story Books and Big Books.
.

Summary of Content Findings, Corrections and Review for Locally Developed CapSLET

Title of the CapSLET: RECOGNIZE AND UNDERSTAND THE MARKET: Fundamentals of Brand
Management
Grade Level: Grade 12
Quarter: __1_____________________
Week: ____8_________________________

Part of the Brief description Specific Put a check mark

CapSLET/ of Errors/ recommendations
Paragraph / Findings/ for improving the
Line / Page Observations identified criterion
number (in Not
chronological Implemented
Implemented
order)

Legend: (Type of Error) C - Content, L – Language, DL – Design and Layout

Other Findings: Write additional comments and recommendations not captured

in the evaluation tools used.
This Capslet had followed the standard criterion in making this learning resource in
Cookery for Grade 11. From the Content, to language & lay-out design. From the
objectives to understand, let’s practice and assessment.
Prepared by: Date accomplished:

JANET D.R DILAN August 30, 2020

(Signature Over Printed Name)

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