Branding
Practicum in Marketing Dynamics
Marketing
Lesson Plan
Performance Objective
Upon completion of this lesson, each student will understand the importance of branding and extended
product features.
Specific Objective
• Students will define branding elements.
• Students will explain applicable grades and standards.
• Students will distinguish between warranties and guarantees.
• Students will design a product package, brand, and label.
Terms
Brand- name, term, design, or symbol (or combination) that identifies a business or organization and
its products
Brand extension- A branding strategy that uses an existing brand name for an improved or new
product in the product line
Brand name- The letters, numbers, or words that represent a brand
Brand mark- The symbol or design that represents a brand
Trademark- A legally registered symbol, words, brand name, brand mark, or combination
Packaging- Physical container or wrapping for a product
Label- Information tag, wrapper, seal or imprinted message that is attached to a product or its
package
Warranty- A promise given to a customer that a product will meet certain standards
Guarantee- Another term for warranty that is usually used when promoting a good or service
Time
When taught as written, this lesson should take three to four days to teach.
Preparation
TEKS Correlations:
This lesson, as published, correlates to the TEKS listed immediately below. Any changes/alterations to
the activities may result in the elimination of any or all of the TEKS listed.
§130.348. Practicum in Marketing Dynamics
(c) Knowledge and skills.
(20) The student knows the importance of branding and extended product features. The student is
expected to:
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(A) define branding elements;
(B) explain applicable grades and standards
(C) distinguish between warranties and guarantees; and
(D) design a product package, brand, and label.
(21) The student analyzes the laws and regulations that affect new product development. The
student is expected to:
(A) differentiate amount laws, regulations, and self-regulatory measures for new-product
development;
(B) break down consumer protection provisions of government agencies; and
(C) clarify how business is affected by government regulation of consumer protection.
Interdisciplinary Correlations:
§113.41. United States History Studies Since 1877
(c) Knowledge and skills.
(28) Science, technology, and society. The student understands the influence of scientific
discoveries, technological innovations, and the free enterprise system on the standard of living in the
United States. The student is expected to:
(A) analyze how scientific discoveries, technological innovations, and the application of these by
the free enterprise system, including those in transportation and communication, improve the
standard of living in the United States;
(B) explain how space technology and exploration improve the quality of life; and
Occupational Correlation (O*Net – www.onetonline.org/):
Job Title: Marketing Manager
O*Net Number: 11-2021.00
Reported Job Titles: Account Supervisor, Business Development Director, Business Development
Manager, Commercial Lines Manager, Commercial Marketing Specialist, Market Development Manager,
Marketing Coordinator, Marketing Director, Marketing Manager, Vice President of Marketing
Tasks:

Identify, develop, or evaluate marketing strategy, based on knowledge of establishment
objectives, market characteristics, and cost and markup factors.
 Develop pricing strategies, balancing firm objectives and customer satisfaction.
 Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines,
or services, analyzing business developments and monitoring market trends.
 Coordinate or participate in promotional activities or trade shows, working with developers,
advertisers, or production managers, to market products or services.
 Consult with buying personnel to gain advice regarding the types of products or services
expected to be in demand.
Soft Skills: Speaking, Active Listening, Critical Thinking, Judgment and Decision Making, Social Perception
Accommodations for Learning Differences
It is important that lessons accommodate the needs of every learner. These lessons may be modified to
accommodate your students with learning differences by referring to the files found on the Special
Populations page of this website (cte.unt.edu).
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Preparation
 Review and familiarize yourself with the terminology.
 Have materials ready prior to the start of the lesson.
References:
Textbook:
Kimbrell, G., & Woloszyk, C. A. (2005). Marketing Essentials. Woodland Hills: McGraw-Hill Companies.
Online:
http://www.onetonline.org
Instructional Aids
 Textbook
 Lesson Presentation
 Instructor Computer/Projection Unit
 Online Websites
Introduction
The main purpose of this lesson is to help students understand:
 Branding
 Product packaging
Ask students if they understand the purpose and importance of branding for a company, providing
examples.
Ask students how packaging plays a role in the marketing process.
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Outline
MI
Outline
I. Terms
 Branding
 Brand name
 Brand mark
 Trademark
 Packaging
 Label
 Warranty
 Guarantee
II. Brand
a. Purpose
b. Elements
III. Packaging
a. Purposes
b. Requirements
c. Materials
IV. Legal Considerations
a. Legal Guidelines
b. Food & Drug Administration
c. Federal Trade Commission
V. Warranty or Guarantee
a. Purpose
VI. Guided Practice
VII. Independent Practice
Notes
Use presentation as visual
aide. Have students write
vocabulary terms and
meanings.
Discuss the purpose of
branding and the
elements of branding
using the PP and
resources listed.
Discuss purposes and
elements of packaging
using the PP and
resources listed.
Discuss packaging
standards in regards to
local, state, federal, and
international laws using
the PP and resources
listed.
Discuss the difference
between warranty and
guarantees using the PP
and resources listed.
Allow students 45
minutes to complete
guided practice.
Allow students up to 90
minutes to complete
independent practice and
summative.
Multiple Intelligences Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
Verbal/Linguistic
Visual/Spatial
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Application
Guided Practice
Students will research current packaging trends and identify labeling types and brand elements.
Students will compare findings with classmates through discussion.
Independent Practice
Students will complete the Packaging design project to create a new packaging design, including a new
brand mark and label for an existing product.
Summary
Review
1. Define branding elements.
2. Understand warranties and guarantee roles in product promotion.
3. What are important aspects to consider when creating a product package?
4. How does packaging affect product success?
Evaluation
Informal Assessment
Teacher will evaluate student participation throughout the discussion process and contribution to the
guided practice activity. Teacher will observe students by walking the classroom during research time
and discussions.
Formal Assessment
Students will be evaluated on Packaging Design Project using the Assigned Rubric.
Enrichment
Extension
Integrate writing skills: Students will write a report after researching and identifying products that
provide warranties or guarantees.
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Packaging Design Project
Objective: Create a brand mark and unique package for a company. Provide a brief justification report
on why you chose the colors, packaging, and name that you did.
Company information: Whole Food Crunch is a new company that specializes in healthy grain products.
They have created a new cereal product, healthy grain flakes with dried fruit. In an effort to appeal to
their target market of children and parents of children, they would like a packaging design that stands
out among competitors. Whole Food Crunch prides itself on being good, both healthy for the body and
the environment. A future goal of the company is to use product packaging that is environmentally
friendly. Whole Food Crunch is open to brand extensions and guarantees ideas that you might suggest to
improve sales.
Student goal: You will be responsible for creating Whole Food Crunch’s brand mark for the company,
creating a cereal name for the grain flakes with dried fruit, and designing the appropriate packaging to
attract the correct target market. The packaging should include appropriate labels.
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Assignment Rubric
Categories
25
20
15
10 or less
Label
Included appropriate
label type and all
necessary and
relevant information
Included appropriate
label type and most
necessary and relevant
information
Included
appropriate label
type and some
relevant
information
Included a label with
no relevant
information or did
not include a label.
Brand mark
Created a unique
brand mark in
alignment with
company mission
Created a unique
brand mark but not
very aligned with
company mission
Created a brand
mark not aligned
with company
mission
Did not create a
brand mark or used a
brand mark that
already existed.
Package Design
Package design
appeals to target
market, provides
product protection,
and has a unique
design.
Packaging design
appeals to target
market, provides
protection, but does
not have a unique
design.
Packaging design
appeals to target
market, but
provides little
protection, and
does not have a
unique design.
Package design was
not fully constructed.
Justification
summary
Well written using
high levels of
marketing language
with no grammatical
errors
Well written using
marketing terms with
no grammatical errors
Written using
marketing terms
with two or fewer
grammatical errors
Written with three or
more grammatical
errors
Total Score ________
Maximum 100 Points
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