Buying into Brand Marketing: EDUCATORʼS ... - Learning Seed

Buying into Brand Marketing:
Shaping Your Perceptions
EDUCATORʼS
RESOURCE GUIDE
Copyright © 2012 Learning Seed
Suite 301
641 West Lake Street
Chicago, IL 60661
info@learningseed.com
www.learningseed.com

Whatʼs in this Guide...and How to Use It!
Program Overview • Video chapter titles and key concepts p. 3
Before & After
Viewing the Program
• Prompts for writing or discussion
R Use prompts to initiate a:
- class discussion
- pair-share (partners discuss the prompt; each partner
reports one of the other personʼs ideas)
- quick-write (unplanned, written response)
• Suggested activities to extend learning
Graphic Organizer • Tool for taking notes during the video p. 5
Check Your
Understanding
• Short-answer questions. Can be used:
R - during the video to keep students on track
- after the video for in-class review or assessment
- after the video as homework
p. 4
pp. 6-7
• Answer key pp. 8-9
Assessment • Quiz - Fill-in-the-Blank p. 10
• Answer key p. 11
Glossary • Definitions of key words and phrases from the video p. 12
Educatorʼs
Resources
• National Standards addressed in the video
• Useful Internet resources
p. 13
Legal Niceties • What you can do, and what you shouldnʼt p. 14
Related Learning Seed Programs
• Supermarkets: Aisles of Persuasion
• Marketing 4 Ps: The Consumer Angle
• How Consumers Decide
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# Buying into Brand Marketing: Shaping Your Perceptions
• Blind Spots & Biases: Hidden Forces That Shape Your Decisions
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Program Overview
In order to shape consumersʼ perceptions, companies spend huge amounts of money
marketing their brands. This program examines why and how a brand is created, from its
name, logo, and packaging to its image and messaging. Viewers learn how marketing targets
certain groups of people and how consumers can make informed purchasing decisions.
Chapter 1 – What is Brand Marketing?
• The purpose of brand marketing is to persuade consumers to buy one brandʼs product over
other similar products and to develop in those consumers a loyalty to the brand.
• Brand marketing aims to convince consumers that a “want” is actually a “need.”
Chapter 2 – A Brand by Any Other Name
• Brand identity includes name, logo, visual representations, and messaging.
• Advertising and strategies like contests build brand awareness and are part of the brand
experience. Brand experience can be categorized as controlled and uncontrolled.
• Brand identity and brand experience contribute to a brandʼs image.
Chapter 3 – Playing the Game
• Companies build a brand strategy – their long-term plan for getting and keeping customers.
• Companies identify and target certain groups as potential consumers of their brand.
• Positioning is a strategy aimed at setting a product apart from its competitors and connecting
with consumers on a personal or emotional level.
• Messaging is the words marketers use to describe a brand and include catchy slogans.
Chapter 4 – Look Beyond the Brand
• When faced with a purchasing decision, consumers should consider whether the product is a
need or a want and whether theyʼre being overly influenced by a brandʼs image or message.
Chapter 5 - Conclusion
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# Buying into Brand Marketing: Shaping Your Perceptions
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Before and After
Prompts to generate interest, ideas, and inquiry
Before viewing
To spark interest, activate prior knowledge, and set a purpose for viewing
• Do you always buy the same brand of a certain product, for example, jeans, shampoo, or
phones? Why did you buy that brand the first time, and why do you keep buying it?
After viewing
To promote critical thinking
• The program mentioned that some companies spend half of a productʼs purchase price on
marketing. Should customers resent the fact that they are paying to have a product
marketed to them, or should they accept this as a necessary part of a competitive market?
• Think of a promotion (i.e., a TV commercial, billboard, or website) that made you NOT want
to buy a product and briefly explain your negative reaction to the promotion. Be sure to
address marketing elements such as brand image, brand experience (images and/or
sound), trade characters, and messaging.
• List four different personal care products you use regularly. Next to each one, write whether
it is a “want” or a “need.” Explain how you decided on the category for each product. Why
can it be hard to distinguish wants from needs? Does advertising influence you?
After viewing
To extend learning
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# Buying into Brand Marketing: Shaping Your Perceptions
• Ask small groups to identify a branded product that has been around for at least 10 years.
Direct groups to online tools to research changes in the productʼs marketing. (Many
company websites include information on the history of their products.) Groups may want to
have members focus on different elements such as logo, target audience, message, and
jingle. Research on popular culture trends may help students explain the changes.
• Give students the opportunity to build a brand image for a product commonly used by their
peer group (personal care, food, clothing, technology). Working in pairs or teams, direct
students to develop elements of the brandʼs identity (name, logo, packaging, and
messaging – even a jingle). They should also come up with an idea for creating a brand
experience and brand awareness. A poster or Powerpoint presentation would be a good
format for sharing their work.
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Name
Date
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# Buying into Brand Marketing: Shaping Your Perceptions
_________________________________________________________________
____________________________________ Class Period _______________
While You Watch...use the graphic organizer to record key words and information.
Brand Identity:
Includes:
Brand Experience:
Includes:
2 categories:
Positioning:
Messaging:
A brand is....
Building a Brand
Brand Image
Marketing
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Name
Date
#
# Buying into Brand Marketing: Shaping Your Perceptions
_________________________________________________________________
____________________________________ Class Period _______________
Check Your Understanding
Write short answers for the following questions about the video:
1. Why has branding become so important for products in todayʼs world?
2. What are the two ways of measuring advertising, and what do they mean?
3. How does the government protect companies with respect to branding?
4. What are the two categories of brand experiences? Give an example of each.
5. What important part of brand marketing do brand identity and brand experience contribute
to?
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# Buying into Brand Marketing: Shaping Your Perceptions
Check Your Understanding (continued)
6. Give three examples of target markets.
7. What is positioning, and how is it supposed to affect consumers?
8. What are some ways a brandʼs message can be delivered? Name at least two.
9. Why are brands sometimes useful?
10.What are two things consumers should consider or do before making a purchase?
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Check Your Understanding Answer Key
Correct answers appear in italics.
1. Why has branding become so important for products in todayʼs world?
Because the marketplace is crowded with so many similar products.
2. What are the two ways of measuring advertising, and what do they mean?
”Reach,” which refers to how many people will see the ad; and “frequency,”
which refers to how many times they will see it.
3. How does the government protect companies with respect to branding?
There are laws that make it illegal to copy a brandʼs name, logo, trade character,
and visual style.
4. What are the two categories of brand experiences? Give an example of each.
Controlled and Uncontrolled.
Examples of controlled experiences: logos, retail environments, and TV ads.
Examples of uncontrolled experiences: the consumer trying a product and not liking it, or
having difficulty getting it.
5. What important part of brand marketing do brand identity and brand experience contribute
to?
Brand image.
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# Buying into Brand Marketing: Shaping Your Perceptions
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# Buying into Brand Marketing: Shaping Your Perceptions
Check Your Understanding Answer Key (continued)
6. Give three examples of target markets.
Many possible answers, such as: working moms, Hispanic teenagers, cat owners,
teen boys.
7. What is positioning, and how is it supposed to affect consumers?
It is a strategy to make a brand stand out or seem different from similar products.
Positioning tries to appeal to consumers on an emotional or personal level.
8. What are some ways a brandʼs message can be delivered? Name at least two.
Possible answers: TV ads, brochures, websites, billboards, business cards, store displays.
9. Why are brands sometimes useful?
Possible answers:
When a brand has earned a consumerʼs trust, it can make shopping easier.
Brands can help you know what youʼre getting before you buy.
Brand marketing can introduce consumers to new and useful items.
10.What are two things consumers should consider or do before making a purchase?
Possible answers:
Consider whether the product is a need or a want.
Consider whether the productʼs value matches its image.
Make sure itʼs in their interest to buy what the brand is selling.
Research the companyʼs values and practices.
Research what other brands are available.
Compare prices.
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Name
Date
_________________________________________________________________
____________________________________ Class Period _______________
Fill In the Blank...with the word or phrase that best completes the sentence.
1. The corporate world sees people primarily as ___________________.
2. Goods and services essential to survival are called ___________________.
3. Putting a name or symbol on a product to show ownership is called _________________.
4. The process of promoting, selling and distributing a product is ___________________.
5. The entire outward expression of a brand, including name and message, is its
___________________.
6. A graphic mark or symbol that identifies the brand is the ___________________.
7. A common tactic for building brand awareness is ___________________.
8. The group of people a company is trying to get to buy its product is the
___________________.
9. The words marketers use to describe a brand are called ___________________.
10. The way marketers get consumers to view a brand relative to its competitors is
___________________.
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# Buying into Brand Marketing: Shaping Your Perceptions
Word Bank (There is one extra word.)
positioning brand identity consumers messaging branding logo
advertising target market needs marketing brand loyalty
BONUS: Use the extra word in a sentence that gives information from the video.
_______________________________________________________________________
_____________________________________________________________________________________
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Name
Date
#
# Buying into Brand Marketing: Shaping Your Perceptions
_________________________________________________________________
____________________________________ Class Period _______________
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Fill In the Blank...Answer Key
Correct answers appear in bold-face type.
1. The corporate world sees people primarily as consumers.
2. Goods and services essential to survival are needs.
3. Putting a name or symbol on a product to show ownership is called branding.
4. The process of promoting, selling and distributing a product is marketing.
5. The entire outward expression of a brand, including name and messaging, is its
brand identity.
6. A graphic mark or symbol that identifies the brand is the logo.
7. A common tactic for building brand awareness is advertising.
8. The group of people a company is trying to get to buy its product is the target market.
9. The words marketers use to describe a brand are called messaging.
10. The way marketers get consumers to view a brand in relation to its competitors is
positioning.
Word Bank (There is one extra word.)
positioning brand identity consumers messaging branding logo
advertising target market needs marketing brand loyalty
BONUS: Use the extra word in a sentence that gives information from the video.
Companies want to build brand loyalty so consumers will trust in their brand and buy it
without thinking – for their whole lives. # " " " " " " " " " " " " " " "
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Glossary
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# Buying into Brand Marketing: Shaping Your Perceptions
advertising Communication used to persuade a specific audience to make a
purchase or take an action.
brand Name, sign, symbol or slogan that identifies and distinguishes specific
products from a specific seller.
brand awareness Extent to which the public is aware of a product, company or brand.
brand experience Everything a consumer gets from visual, verbal and experiential
encounters with the brand.
brand image Psychological aspect of a consumerʼs impression of a brand,
regardless of experience.
consumer Anyone who uses goods and services.
logo Graphic mark or symbol that identifies a brand.
marketing Process of promoting, selling, and distributing a product or service.
messaging Words marketers use to describe a brand.
positioning Strategy of setting a product apart from other similar products by
creating images in the consumerʼs mind that appeal to emotions or
feelings.
trade characters People, animals, animated characters or objects used in advertising a
brand.
visual identity Brandʼs visible elements that convey meaning without words, such as
its logo, shape, and packaging.
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Resources for Educators
Educational Standards
Family and Consumer Sciences - National Standards
Consumer and Family Resources
2.1 Demonstrate management of individual and family resources, including food,
clothing, shelter, health care, recreation, and transportation.
2.5 Analyze interrelationship between the economic system and consumer actions.
2.6 Demonstrate management of financial resources to meet the goals of individuals
and families across the life span.
National Business Education Association - National Standards
MK2 Analyze the characteristics, motivations, and behaviors of consumers.
MK4 Analyze the elements of the marketing mix, their interrelationships, and how they are
used in the marketing process.
MK5 Analyzes the role of marketing research in decision making.
MK6 Describes the elements, design, and purposes of a marketing plan.
Useful Internet Resources
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# Buying into Brand Marketing: Shaping Your Perceptions
• Advertising Standards Authority
asa.org.uk
Sponsored by the independent regulator of advertising across all media in the UK, this site includes a
webcast on digital advertising, information on how to spot ads in digital space, and a study about the
appropriateness of ads directed at young people— “Advertising and Young People” — which
compares teacher, parent, and student perceptions of ads.
• Federal Trade Commission – Bureau of Consumer Protection
ftc.gov/bcp
The “Whatʼs New” section provides the latest news on advertising scams. Students can also visit a
virtual mall to learn about advertising techniques, target marketing, suspicious claims, and bogus
offers. Click on the “Consumer Protection” tab, then go to “Consumer Information” to enter the mall.
• Media Awareness Network
media-awareness.ca
This site offers workshops and lesson plans for teachers on topics such as the way marketers use
sports and athletes to influence young people. For parents, “Advertising – Itʼs Everywhere” offers
information about market strategies. A study published here found that 94% of the top 50 websites for
young people include marketing material.
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Legal Niceties
WHAT CAN I DO WITH THIS RESOURCE GUIDE?
Copyright © 2012 Learning Seed
This resource guide is copyrighted according to the terms of the Creative Commons non-commercial
license (http://creativecommon.org/licenses/by-nc/2.5/). It may be reproduced, in its part or its entirety, for
classroom use. No part of this guide may be reproduced for sale by any party.
You are free:
• to copy, distribute, display, and perform this work.
• to make derivative works.
Under the following conditions:
• Attribution. You must attribute the work to Learning Seed.
• Noncommercial. You may not use this work for commercial purposes.
• For any reuse or distribution, you must make clear to others the license terms of this work.
Any of these conditions can be waived if you get permission from the copyright holder.
Resource Guide Credits
Writer: Esther Mosak
Editor: Jodi Libretti
Copy Editor(s): Jennifer Smith
WHAT CAN I DO WITH THE VIDEO?
Copyright © 2012 Learning Seed
This video is protected under U.S. copyright law. No part of this video may be reproduced or transmitted
by any means, electronic or mechanical, without the written permission of the Publisher, except where
permitted by law.
DVD LS-1244-12-DVD ISBN 978-1-55740-609-5
Closed Captioning
This program is closed captioned.
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# Buying into Brand Marketing: Shaping Your Perceptions
Questions, suggestions, or comments?
E-mail us at info@learningseed.com or call 800.634.4941
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