Introduction to Marketing &
Marketing & Branding Lesson Aims
• To introduce the concept of marketing and branding
of products to students
• To give students the opportunity to demonstrate
their understanding of marketing and branding of
products in a business
Marketing & Branding Lesson Outcomes
• All students will understand what is meant by
marketing and branding, and why they are important
• Most students will also understand the concept and
importance of a strapline, and be able to think
creatively to come up with their own.
• Some students will also have an understanding of
how these factors are linked.
• Students view different company logos, some very
well-known and some less well-known.
• Explain strapline*
• Students think of straplines for the logos.
Straplines & Slogans
• Slogans & Straplines are short, memorable groups of
words used in advertising campaigns.
Students discuss & feedback:
How important is the strapline?
What does it do for marketing?
What does it fix in the heads of the buyers?
Does it influence buyers?
Answer What do straplines do?
• They are means of drawing attention to one
distinctive feature (an aspect of a product).
• The purpose is to emphasize a phrase that an entity
wishes to be remembered by.
Test your knowledge of these well know three word strap lines. It’s probably the easiest quiz
you’ll do this year, which emphasises the positive effect of a well chosen strapline.
Every little helps
I’m lovin’ it
We try harder
Finger lickin’ good
Just do it
Vorsprung Durch Technik (Most of us don’t even know what it
7. Snap, Crackle, Pop!
8. Sense and Simplicity
9. Always low prices
10. Believe in better
Student Marketing Activity
Read the following scenario:
A technology company have come up with a device the size of
a credit card that creates an invisible soundproof environment
in which the user may make, create and listen to music. You
can also send and receive phone calls at any selected volume
without disturbing the outside world! They think it is so unique
that they want to market it under a different name and image
from the rest of their range. It generates an invisible sonic
sphere emitted from the device tailored to surround the user.
They want to market it particularly to young people.
SEE NEXT PAGE
Student Activity Sonic Sphere 10min
• Students to work in pairs and alternately tell each
other the best points of the new product.
Advertisement Activity 10min
• Students work in pairs to design a full page advert
for the device to use in a magazine.
• Make sure to create a logo and strap line as well as
the name of the main company.
• Students make sure to link the new ideas of the
device with the new brand and remember their
audience is young people and they want the new
device to be a market leader.
Tips for creating a great strapline
Keep it short.
Make it catchy.
Between three to six words seems most effective.
Think about the audience.
Your choice of words for a mature target group is
different to teenagers.
• Make it relevant and make it memorable.
• If you can use a play on words, or re-write a well
known idiom (raining cats & dogs) the chances of it
being recollected are much higher.
Plenary Presentation Activity
• Pairs to present their ideas to the group.
• Make sure they explain how the branding fits the
new ideas & and how it will attract the right
• All students to give constructive feedback to the
presenting pair saying how they think they have
succeeded and how they might improve.