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    Howbrandshavebrandedourbrains Teacherguide

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    Yana Ilova
    The document discusses how brands use psychology to influence consumers' perceptions and behaviors. It describes studies showing subliminal exposure to logos can impact performance on creative tasks and that people identify strongly with brands of products they use like Apple users showing empathy for Apple news.

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    © All Rights Reserved
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    Howbrandshavebrandedourbrains Teacherguide

    Uploaded by

    Yana Ilova
    16 views2 pages
    The document discusses how brands use psychology to influence consumers' perceptions and behaviors. It describes studies showing subliminal exposure to logos can impact performance on creative tasks and that people identify strongly with brands of products they use like Apple users showing empathy for Apple news.

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    howbrandshavebrandedourbrains_teacherguide

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    The document discusses how brands use psychology to influence consumers' perceptions and behaviors. It describes studies showing subliminal exposure to logos can impact performance on creative tasks and that people identify strongly with brands of products they use like Apple users showing empathy for Apple news.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    16 views2 pages

    Howbrandshavebrandedourbrains Teacherguide

    Uploaded by

    Yana Ilova
    The document discusses how brands use psychology to influence consumers' perceptions and behaviors. It describes studies showing subliminal exposure to logos can impact performance on creative tasks and that people identify strongly with brands of products they use like Apple users showing empathy for Apple news.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 2

    TEACHER’S GUIDE Fluentize, LLC. Copyright 2023. For use only with license.

    How Brands Have Branded Your Brain (C1)

    Preview
    Part 1. Discussion about the difference in meaning between each pair of words. Answers
    will vary. Teacher’s answers:
    A company vs. A brand: A company is a legal entity that conducts business activities, produces
    goods, or provides services. A brand is an overall perception, reputation, and differentiation of a
    company or product in the minds of consumers.
    Marketing vs. Branding: Marketing generally focuses on the tactical aspects of promoting and
    selling products or services, while branding is the strategic process of shaping and managing the
    overall identity and perception of a company or its products/services.
    Part 2. Discussion about the companies/brands. Answers will vary. Teacher’s answers for #1.
    (1) Apple: Consumer electronics and software
    (2) Nike: Athletic footwear and apparel
    (3) Coca-Cola: Non-alcoholic beverages
    Part 3. Discussion questions about students’ favorite brands. Answers will vary.
    Part 4. Which words come to mind that could fit each sentence below about brands and
    psychology. Answers will vary. (Answers will be in the video, so these are predictions.)

    Viewing Activity
    Part 1. Students describe the study done at Duke University using the images below. What were
    the results of this study?
    They flashed either the Apple logo or the IBM logo to two randomized groups of participants. The
    study found that after being subliminally exposed to the Apple logo, compared to when
    participants had been exposed to the IBM logo, they performed better on creative tasks.
    Part 2. The missing word in each sentence from the video.
    (1) identity (2) impression (3) behave (4) people
    Part 3. Answer the questions about the study involving the brains of iPhone users and Samsung
    Galaxy users.
    (1) How did Apple users respond to Apple news? With empathy (They showed “a brain
    empathy response”)
    (2) How did Samsung users respond to any kind of Samsung news? neutrally
    (3) How did Samsung users respond to positive Apple news? negatively
    (4) What does this data suggest about why Samsung users buy Samsung? It seems, from
    their brain data, they are only buying Samsung ‘cause they hate Apple.

    Viewing Follow-Up
    Part 1. Discussion questions. Answers will vary.
    Part 2. Students read the quote out loud from the video about Apple’s brand narrative.
    A brand narrative is a storytelling strategy a brand uses to resonate with a target audience.
    PART 3. - 4. CONTINUED ON NEXT PAGE
    TEACHER’S GUIDE
    Fluentize, LLC. Copyright 2023. For use only with license.
    How Brands Have Branded Your Brain (C1)

    Viewing Follow-Up (continued)


    Part 3. Students match the branding-related terms with the definitions.
    (1) d. a brand narrative
    (2) b. brand identity
    (3) e. a unique selling proposition
    (4) c. a buzzword
    (5) a. a slogan
    Part 4. Discussion questions. Answers will vary.

    Brand Building Project


    You can have students choose whether they want to work independently, with a classmate, or
    with you, depending on your context. Students can take time to build their company and brand
    profiles and pitch it. You can take the role of their partner/the investor where necessary. Give
    students a time to prepare in each step.

    Quiz & Review


    Part 1. Questions about the video. Refer to Viewing Activity.
    Part 2. Finish each sentence according to the information in the video:
    (1) One of the professors in the video says that brands have become pillars of our
    identity.
    (2) Apple has been telling you the story over and over again that they are the brand for
    hip, cool, fun, creative people.
    Part 3. Students define each branding-related term below and give some examples of each.
    Refer to Viewing Follow-Up, Part 3.

    (1) a storytelling strategy a brand uses to resonate with a target audience


    (2) a visual and verbal expression of a brand’s values, mission, and image
    (3) a statement about the key differentiators that make a brand stand out
    (4) a trendy or popular term used to generate attention, interest, or engagement
    (5) a catchy or memorable phrase used to capture the essence of a brand
    Lesson Reflection. Answers will vary.

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