OVERVIEW & OBJECTIVES

This ESL lesson plan on branding and marketing offers engaging activities, PDF worksheets, and digital materials designed for advanced C1 students. In this lesson, students will:

• Discuss the differences between branding and marketing and how they impact consumer behavior.
• Analyze brand identity and how it shapes individuals' choices and self-perception.
• Watch a video exploring the emotional influence of brands on identity and consumer behavior.
• Apply knowledge of brand pillars to analyze and pitch brand strategies.
• Participate in an activation activity where they develop and pitch their own brand ideas.

PREVIEW & DISCUSSION

This branding & maketing ESL lesson begins with a thought-provoking discussion where students reflect on their understanding of brands and marketing. They begin by exploring the difference between a "company" and a "brand," as well as branding versus marketing. This is followed by an activity where students describe the products and brand identities of well-known companies like Apple, Nike, and Coca-Cola. Through guided discussion, students express their personal connections to these brands and reflect on what makes them loyal to certain companies. They discuss whether they would feel offended if criticized for supporting these brands and explore the emotional aspect of brand loyalty. This section helps students prepare for the video and connect the content to their own experiences.

VIEWING ACTIVITY

The video focuses on how brands are more than just products—they are part of personal identity. It examines the subconscious influence brands have on consumer decisions and emotions, touching on studies from Duke University, insights from marketing professor Americus Reed, and brain response studies comparing iPhone and Samsung users. After watching the video, students complete a note-taking activity where they summarize the findings of these studies and experts. They also complete fill-in-the-blank exercises based on quotes from Professor Reed, which highlight the subconscious role brands play in shaping our identities and choices. Students reflect on how they relate to these concepts and the impact brands have on their own decision-making.

DISCUSSION & BRAND PILLARS VOCABULARY

After watching the video, students engage in a follow-up discussion. They analyze the video’s message and debate whether they agree with the idea that brands have become pillars of personal identity. They examine how brands influence our emotions and behavior, reflecting on whether this is a positive or negative development. In the second part of the follow-up, students explore the concept of "brand pillars," which represent the foundational elements that shape a brand’s identity. They match the brand pillars to specific descriptions, helping them understand how brands attract customers, define their positioning, and convey their personality. Finally, students apply this knowledge by analyzing a mock brand pitch for a wealth management company, identifying the brand pillars involved in the pitch.

BRAND MASTERMIND WORKSHOP: CRAFT & PITCH YOUR VISION

For the activation activity, students participate in a "Brand Mastermind Workshop." In Option A, students either work individually or with a partner to create a brand for a company, organization, or business of their choice. They outline each element of the brand profile, including purpose, perception, personality, positioning, and promotion. Students then pitch their brand ideas to a "potential investor" (another classmate or the teacher), answering questions and explaining the strategic decisions behind their brand’s identity. In Option B, students engage in discussions about branding topics such as subliminal advertising, self-expressive value, and the possibility of living a "brand-free" life. This interactive session allows students to apply their knowledge of branding concepts while improving their speaking and persuasion skills in a real-world context.

BENEFITS OF USING THIS BRANDING AND MARKETING ESL LESSON PLAN

This branding and marketing ESL lesson plan provides students with a deep dive into the emotional and identity-driven aspects of branding. It promotes critical thinking as students examine how brands influence consumer decisions and identity. The activities are designed to engage students in meaningful discussions, boosting their speaking and vocabulary skills around marketing concepts. By watching a video and analyzing case studies, students gain real-world insight into branding strategies. The activation activity allows them to apply their knowledge creatively by designing and pitching their own brands. This lesson plan encourages active learning, making complex branding concepts accessible and engaging for advanced learners.