This article focuses on brand reputation and its connection to the health of an organization.
Appropriate Subject Area(s):
Entrepreneurship, marketing, branding
Key Questions to Explore:
- What value does a brand reputation bring to an organization?
Introduction to lesson and task:
This lesson will explore the value of brand reputation.
Action (lesson plan and task):
- Ask the class to define what branding is. Brainstorm a list of well known brands.
- In teams of four have students create a visual differentiating between the following: Branding Brand name Brand mark Trademark Packaging
- Have students do a walkabout to see what other teams have identified.
- Discuss the purpose of each of the above as a class.
- Considering the brands listed through the brainstorm, analyze where they stand against the information gathered so far.
- Companies count on a solid reputation; ask students to say why.
- Distribute the article for reading.
- Ask students why the survey ranked Tim Hortons lower in terms of brand reputation.
- Ask students what they think of the Tim Hortons brand.
Consolidation of Learning:
- Have students prepare a one minute paper advising Tim Hortons on how they can improve their reputation. Students should include one or two ideas along with a rationale and assessment of the impact it may have on reputation.
- Students understand the impact of brand reputation on company health.
- In pairs, have students select one of the top 10 companies by score and analyze why these companies would be ranked so high.