LESSON PLAN DESIGN
SED 296
Frances Pierre
COURSE: Marketing TOPIC: Branding DATE: 12/14/10
CDOS Standards: 2, 3b
ESSENTIAL KEY QUESTION/AIM OF LESSON:
· What is branding?
· What is the importance of branding?
CONCEPTS:
Brand
Brand Name
Trade Name
Trade Character
Trade Mark
LEARNING STANDARDS:
A BRAND is a name, design or symbol that identifies the product of a company or group of companies.
BRAND NAME is the word, letter or number of a brand that can be spoken example Coca Cola, Breyers, Taster’s Choice.
TRADE NAME identifies the company or division of a particular corporation example Mercury Division of Ford Motor Company.
TRADE CHARACTER is a personified brand mark and some examples include Aunt Jemina, Quaker Oats, and Jolly Green Giant.
TRADE MARK is any of the above given legal protection.
MATERIALS: Student work stations, LCD projector, white board, markers, Power Point, pencils, pens, computer, textbook, activity handout.
TIME: One class period approximately 40 minutes.
ANTICIPATORY SET – MOTIVATION:
· Review concept of product development
· Review concept of target market and lead discussion and or lecture on branding.
· Display product logos and ask students for brand names.
· Students’ recall illustrates effective branding.
INSTRUCTIONAL STRATEGIES:
PROCESS TO ACQUIRE NEW INFORMATION
· Present new vocabulary via Power Point and give students index cards with new vocabulary.
· Give an overview of branding and explain its importance.
· Give examples of branding and share successful industry stories on branding.
· Show commercials of effective brands using videos from You Tube.com.
APPLICATION: GUIDED AND INDEPENDENT PRACTICE
· Students will work in groups of 4 and each group will allow each student to present a portion of the joint task assigned to show comprehension.
CLASS GROUP ACTIVITY
BRANDING
NAMES: ------
Vocabulary:
· Brand- is a name design or symbol that identifies the products of a company or group of companies.
· Brand Name – is the word, letters, or numbers of a brand that can be spoken (example. Coke, Tylenol or Pepsi.)
· Trade Name - identifies the company or division of a particular corporation.(example, Nestles)
· Trade Character – is a personified brand mark; some examples include the Jolly Green Giant and the Keebler elves.
· Trademark – is any of the above given legal protection.
PRODUCT: TENNIS SNEAKERS
BRAND NAME: ------
TRADE NAME: ------
TRADE CHARACTER: ------
SLOGAN: ------
------
CLASSROOM GROUP ACTIVITY
BRANDING:
NAMES: ------
VOCABULARY:
· Brand: is a name design or symbol that identifies the products of a company or group of companies.
· Brand Name: is the word letters or numbers of a brand that can be spoken (example Tylenol, Pepsi, or Coke.
· Trade Name: identifies the company or division of a particular corporation (example Kelloggs)
· Trade Character: is a personified brand mark; some examples include the Pillsbury Doughboy, Jolly Green Giant, and Keebler Elves.
· Trade Mark – is any one of the above given legal protection.
PRODUCT: RUNNING SHOES
BRAND NAME: ------
TRADE NAME: ------
TRADE CHARACTER: ------
SLOGAN: ------
------
CLASSROOM GROUP ACTIVITY
BRANDING:
NAMES: ------
VOCABULARY:
· Brand: is a name design or symbol that identifies the products of a company or groups of companies.
· Brand Name: is the word letters or numbers of a brand that can be spoken example Tylenol, Pepsi and Coke.
· Trade Name: identifies the company or division of a particular corporation example Kelloggs.
· Trade Character: is a personified brand mark; some examples include the Pillsbury Doughboy, Jolly Green Giant, and Keebler Elves.
· Trade Mark: any one of the above given legal protection.
PRODUCT: COFFEE
BRAND NAME: ------
TRADE NAME: ------
TRADE CHARACTER: ------
SLOGAN: ------
CLASSROOM GROUP ACTIVITY
BRANDING:
NAMES: ------
VOCABULARY:
· Brand: is a name, design or symbol that identifies the products of a company or groups of companies.
· Brand Name: is the word letters or numbers of a brand that can be spoken, example Tylenol, Pepsi and Coke.
· Trade Name: identifies the company or division of a particular corporation example Kelloggs.
· Trade Character: is a personified brand mark; some examples include the Pillsbury Doughboy, Jolly Green Giant and Keebler Elves.
· Trade Mark: any one of the above given legal protection.
PRODUCT: ICECREAM
BRAND NAME: ------
TRADE NAME: ------
TRADE CHARACTER: ------
SLOGAN: ------
CLOSURE: REINFORCEMENT – After the group activity bring students back together. As a class, students will work together on one final branding of a product. This will be followed by a question and answer session to assess comprehension. Students will be given three sheets of paper labeled (1) private, (2) generic, and (3) national. Students will then be given a product brand name and will be required to raise the corresponding sheet of paper that corresponds to private, generic or national.
ASSESSMENT – Evidence of Learning: At the conclusion of the class, students will be asked to hand in an assessment sheet that has a product for each brand type (1)generic (2)private and (3)national.