Active learning ideas
Branding is the 'soul' of a product. This topic covers brand identity (the visual and verbal elements like logos, names, and slogans) and brand equity (the commercial value derived from consumer perception). Students analyze how strong brands create emotional connections and command higher prices. In the Ontario curriculum, there is a focus on how Canadian brands like Lululemon or Shopify have built global equity.
Activity 01
Display famous Canadian logos (e.g., CN Rail, Bell, CBC). Students move around with sticky notes to identify the 'hidden' meanings, color psychology, and brand values they think each logo represents.
What makes a brand memorable?
Activity 02
Groups compare a 'store brand' (like President's Choice) with a 'national brand' (like Kellogg's). They research the price difference and survey classmates to see which brand they trust more, calculating the 'equity' value of the name brand.
How does brand equity translate to financial value?
Activity 03
A fictional company with a 'stale' image needs a refresh. Groups must create a new name, logo, and slogan that appeals to a younger demographic while keeping the core values of the original brand.
What are the components of a successful brand identity?
A few notes on teaching this unit
Watch Out for These Misconceptions
A brand is just a logo.
Students often focus only on the visual. Through 'brand personality' exercises, where they describe a brand as if it were a person, they learn that branding includes tone of voice, customer service, and the overall 'vibe' of the company.
Branding is only for big corporations.
Students may think small businesses don't need brands. By looking at local 'mom and pop' shops with loyal followings, students see that every business has a brand, whether they intentionally manage it or not.
Methods used in this brief
The Product Development Process
Students trace the journey of a new product from idea generation and screening to commercialization.
8 methodologies
Packaging and Labelling
Students examine the functional and promotional roles of packaging, as well as the legal requirements for labelling in Canada.
8 methodologies