WEEK 3: BRANDING – DEFINITION, ADVANTAGES, AND DISADVANTAGES

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Subject: Agricultural Science

Class: JSS 3
Week: 3
Topic: Branding – Definition, Advantages, and Disadvantages
Duration: 40 minutes × 2 periods
Reference Materials:

• JSS3 Agricultural Science Textbook (Lagos State Unified Scheme of Work)
• Agricultural Science for Junior Secondary Schools by O.A. Iwena
• Agricultural marketing journals and online resources
• Teacher’s notes and market observation reports

Performance Objectives

By the end of the lesson, students should be able to:

1. Define branding in agriculture.
2. Identify different types of branding used in marketing agricultural produce.
3. State the advantages of branding agricultural products.
4. Highlight the disadvantages of branding agricultural products.
5. Recognize examples of branded agricultural products in Nigeria.

Previous Knowledge

Students have learned about packaging in agriculture (Week 2), which is closely related to branding, as both aim to promote agricultural produce and attract buyers.

Instructional Materials

• Samples/pictures of branded agricultural products (e.g., Peak Milk, Dangote Sugar, Honeywell Flour, Golden Penny Rice, packaged eggs)
• Whiteboard and marker
• Chart showing types of branding
• Multimedia slides or short videos (if available)

Lesson Development

Step 1: Introduction (5 mins)

• Teacher asks: “When you go to the market, how do you recognize your favorite rice, sugar, or milk?”
• Students respond with brand names.
• Teacher introduces the topic: Branding in Agriculture.

Step 2: Definition of Branding in Agriculture (5 mins)

Branding is the process of giving a unique name, symbol, design, or mark to a product so that it can be easily identified and distinguished from other similar products in the market.

• In agriculture, branding helps customers quickly recognize a farmer’s or company’s product.
• Branding is often combined with packaging to improve product appeal.

Step 3: Types of Branding (10 mins)

1. Name Branding – Using a unique product or company name (e.g., “Golden Penny Rice”).
2. Symbol or Logo Branding – Using a unique image or logo (e.g., Dangote logo).
3. Colour Branding – Using specific colours associated with the product (e.g., Peak Milk’s blue and white).
4. Slogan Branding – Using a catchy phrase (e.g., “Mama’s Pride”).
5. Combination Branding – Using name, colour, symbol, and slogan together for stronger identification.

Step 4: Advantages of Branding (10 mins)

1. Easy Identification – Customers can quickly recognize the product.
2. Market Differentiation – Makes the product stand out from competitors.
3. Builds Customer Loyalty – Customers keep buying trusted brands.
4. Increases Sales – Attractive brands sell faster.
5. Enhances Product Image – Improves perception of quality.
6. Supports Advertising – Makes marketing campaigns more effective.

Step 5: Disadvantages of Branding (10 mins)

1. High Cost – Branding design, packaging, and advertising can be expensive.
2. Risk of Imitation – Fake products may copy popular brands.
3. Customer Bias – Customers may refuse to try other good products.
4. Market Limitation – Over-branding can make a product too expensive for some buyers.
5. Damage to Reputation – If quality drops, the brand name suffers.

Step 6: Examples of Branded Agricultural Products in Nigeria (5 mins)

• Peak Milk
• Honeywell Flour
• Dangote Sugar
• Golden Penny Rice
• Mama’s Pride Rice
• Big Bull Rice
• Chivita Fruit Juice
• Farm-fresh packaged eggs

Step 7: Class Activity (10 mins)

• Students in groups examine branded products brought to class.
• Each group identifies:

1. The type of branding used
2. Its advantages to the seller
3. Any possible disadvantage they can think of

Step 8: Summary

The teacher revises:

• Definition of branding
• Types of branding
• Advantages and disadvantages
• Examples in Nigerian markets

Step 9: Evaluation

Questions:

1. Define branding in agriculture.
2. Mention three types of branding.
3. State three advantages of branding agricultural produce.
4. State two disadvantages of branding.
5. Give two examples of branded agricultural products in Nigeria.

Step 10: Assignment

• Go to a nearby market or shop and list five agricultural products you find that have branding.
• Write down their brand name, colour, and logo (if any)

SCHEME OF WORK AGRICULTURAL SCIENCE JS3 First Term Week 2