Filipino Branding sa Ika-21 Siglo: Pagsusurisa mga Estratehiya ng Pandayan Bookshop

Authors

  • Ma. Janella Gillian C. Sayson Department of Filipino, De La Salle University Author
  • Marife D. Villalon Department of Filipino, De La Salle University Author
  • Analiza D. Resurreccion, Ph.D. Department of Communication, De La Salle Lipa Author

DOI:

https://doi.org/10.70922/2fjnm146

Keywords:

business strategy evaluation, Filipino identity, branding, value chain model, Filipino language in business

Abstract

This paper discusses the Filipino identity and how it is promoted through the branding of Pandayan Bookshop, a locally owned company and has been operating stores selling school and office supplies, books, magazines, posters, charts, and artwork. Using Porter’s value chain model and Rumelt’s principles of business strategy evaluation as underpinnings, the researchers analyzed the processes or activities the company undertakes that include incoming logistics, operations, outgoing logistics, marketing and sales, services, and human resource management. The data revealed that the branding of Pandayan Bookshop marked by its use of the Filipino language reflects Filipinos’ good character, camaraderie, and humanity. This is a proof that there is room for the promotion of Filipino identity in the field of business.

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Author Biographies

  • Ma. Janella Gillian C. Sayson, Department of Filipino, De La Salle University

    MA. JANELLA GILLIAN C. SAYSON is a graduating student studying AB Philippine Studies major in Filipino in Mass Media and Minor in Public History and Heritage in De La Salle University (DLSU). She was a member  of Dalubhasaan ng mga Umuusbong na Mag-aaral ng Araling Filipino (DANUM), and formerly a Features Writer of Ang Pahayagang Plaridel (APP) from 2018-2019. She also demonstrates experience in academic publication through her previous internship in the DLSU Publishing House. Currently, she is a Copywriter Intern under GIGIL The Ideas Company.

    Her interests and expertise lie in creative writing, media, and pop culture. By working behind the scenes in worldwide and nationwide campaigns, she advocates for the potential and power of Filipino media in the advertising and media industry. For further concerns, she can be reached at ma_janella_sayson@dlsu.edu.ph

  • Marife D. Villalon, Department of Filipino, De La Salle University

    MARIFE VILLALON is a full scholar studying AB Philippine Studies major in Filipino in Mass Media and BS Marketing Management, Minor in Data Science in De La Salle University (DLSU). She is the President of Dalubhasaan ng mga Umuusbong na Mag-aaral ng Araling Filipino (DANUM), and formerly the Vice President for External Affairs of the said organization in 2020-2021. She is also a campus journalist, having served as the IT Manager and News Editor of Ang Pahayagang Plaridel in 2019-2020.

    Her academic interests lie in media studies, Internet studies, digital culture, and pop culture. She aspires to further explore the intersections of the Filipino language and Philippine Studies to non-humanities and non- social science fields such as marketing, as evidenced in her published journal article in Dalumat. She can be reached at marife_d_villalon@dlsu. edu.ph

  • Analiza D. Resurreccion, Ph.D., Department of Communication, De La Salle Lipa

    NALIZA D. RESURRECCION, PH.D. is an Associate Professor of the Department of Communication, and the Research Development and Linkages Officer at De La Salle Lipa. Her main research interest centers on communication scholarship as an agent of innovation in building sustainable futures.She is one of the founding editors of Sinaya, a pioneer and flagship research journal for senior high school teachers and students of the Philippines jointly managed by De La Salle University, De La Salle Santiago Zobel, and De La Salle Lipa. She may be reached at analiza.resurreccion@dlsl.edu.ph

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Published

2022-05-20

Issue

Vol. 10 No. 1 (2021): Mabini Review Journal

Section

Articles

License

Copyright (c) 2022 Mabini Review

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Articles published in the MABINI REVIEW will be Open-Access articles distributed under the terms and conditions of the Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0). This allows for immediate free access to the work and permits any user to read, download, copy, distribute, print, search, or link to the full texts of articles, crawl them for indexing, pass them as data to software, or use them for any other lawful purpose.

How to Cite

Sayson, M. J. G. ., Villalon, M. ., & Resurreccion, A. . (2022). Filipino Branding sa Ika-21 Siglo: Pagsusurisa mga Estratehiya ng Pandayan Bookshop. Mabini Review, 10(1). https://doi.org/10.70922/2fjnm146