Overview:
Brand strategy is an extension of branding. It is how companies communicate the ideas associated with a brand to their target customers. To do this, brands use market segmentation and targeted communication in order to trigger social identification cues that lead target segments to identify with a brand. Needless to say, this lesson can be connected to, among other lessons, market segmentation and the marketing mix. In this lesson, the objective is for students to critically analyze their social identifications and understand how marketing affects their individual lives.
NBEA Standard(s):
- Marketing, I. Foundations of Marketing
Knowledge@Wharton High School Articles:
- “The Secret Life of Internet Trolls”
- “Super Bowl Advertising and Corporate America’s Message on Diversity”
- “Roadtrip! A Year of Brand Building and Self Discovery Inside the Wienermobile”
- “NOMsense Bakery and the Nuances of ‘Dessert Maximalism’”
- “Invisible Horse Dance: The Business of ‘Gangnam Style’”
- “IHOP Flips to IHOb and Gets People Talking about the Business of Burgers”
- “Get Your Lemonade, Here! And Business Tips from Mikaila Ulmer”
- “Fashion Meets Function: Deepa Gandhi’s ‘New Dawn’ for Handbags”
- “Educator Toolkit: Building Your Brand”
- “Crowdfunding, Creativity and Kickflips Inside a Church in Spain”
- “Corn Flake Innovation and the Battling Brothers Behind the Kellogg’s Brand”
- “Companies Respond to the Tide Pod Challenge”
- “Checkmate: Chess and the Game of Business”
- “Brand, Image and How Pizza Innovators ‘See the World’”
Lesson Plan Details:
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