INSTITUCIÓN EDUCATIVA

“TULIO ENRIQUE TASCON”

REGISTRO EDUCATIVO NUMERO 176111-01031
GUADALAJARA DE BUGA - VALLE DEL CAUCA
Reconocida mediante Resolución No. 1776 de 4 de septiembre de
2002 Emanada de la Secretaria de Educación Departamental.
NIT. 815.004416-5

SUBJECT: BUSINESS ENGLISH

11TH GRADES
TEACHER: Ruby Fernanda Molina Cardona, M. Ed.

GUIDE # 03 TOPIC: BRANDING

Note: This guide will be developed in two parts. First individually (each student must read and
understand concepts from Brand topic. (QUIZZ on platform) Date agree with teacher. Second part will
be developed on groups (APPLICACION ACTIVITY).

Learning objective
- Analyze and identify terminology and lexicon related to Branding process.
- Develop a brand based on a product or business created by students.

Basic activities

1. Look following collage. Can you identify the pictures on it? What are those? Do these belong to a
famous product or business? Mention them.
 INSTITUCIÓN EDUCATIVA
“TULIO ENRIQUE TASCON”
REGISTRO EDUCATIVO NUMERO 176111-01031
GUADALAJARA DE BUGA - VALLE DEL CAUCA
Reconocida mediante Resolución No. 1776 de 4 de septiembre de
2002 Emanada de la Secretaria de Educación Departamental.
NIT. 815.004416-5

Practice activities

2. Read carefully text “The brand” follow instructions to do a proper reading exercise.

Before Reading
Piensa por un instante en marcas o logos de empresas/productos colombianos, compáralos con
aquellas marcas que han sido exitosas a nivel internacional ¿Crees que una marca nacional pueda llegar
a tener tan grande reconocimiento como lo han hecho empresas tales como Apple, Starbucks, Coca
cola, McDonalds? ¿Recuerdas alguna marca que lo haya alcanzado?

While-reading
If any student has difficulties with vocabulary shown here, they can use “Reverso” translator in order to
identify and interpretate text´s content.

BRAND

A brand is not just a logo, a name or a simple visual identity. It is a set of feelings and experiences that
the audience has had and created from the product or service that the company offers.

Often, this process is individual, in which each person understands the brand in a different way. This
perspective will always be based on the social, cultural and economic contexts of each individual and
especially on their experiences with the company.

This is precisely why a branding strategy is essential. You will never have complete control over how
your business will be perceived, so you must differentiate yourself from the competition by creating a
unique brand that offers incredible experiences from start to finish.

The brand is what differentiates successful companies from many others that stay on the road.

Let´s take a clear Latin-American example. Why was Bimbo one of the largest food producers in Latin
America? I’m sure (especially if you’re Mexican) you especially remember "Con el cariño de siempre",
which is much more than a tagline, a slogan, but a representation of management focused on the
customer and their needs.

Brands need values, a purpose that guides all their actions, from the design of a product to how it will
be promoted in any communication channel.
 INSTITUCIÓN EDUCATIVA
“TULIO ENRIQUE TASCON”
REGISTRO EDUCATIVO NUMERO 176111-01031
GUADALAJARA DE BUGA - VALLE DEL CAUCA
Reconocida mediante Resolución No. 1776 de 4 de septiembre de
2002 Emanada de la Secretaria de Educación Departamental.
NIT. 815.004416-5

When this is well done, the consumer feels it and your company becomes a market leader, just as Coca
Cola is today. So how would you do this kind of brand management will put you ahead of the
competition?

After Reading

According last text identify “key words” that help on the process of BRAND.

3. Online search. Please go and click to the following https://citysem.es/que-es/branding/ read full
information and after complete following statements and answer questions.

- Branding is the process of _______ _____ ________ a brand through the planned management of all
the graphic, communication and positioning processes that are carried out.

- It is the global management of all the ________ and __________ elements that surround the brand in
order to ________and transmit a _________________________.

- Branding is composed of five elements: 1. _________________________ 2. _________________________

3. __________________________ 4. __________________________ 5. ________________________

- Why is Branding important nowadays?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________

- What are the visual elements of the brand?

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________

- From the Types of Branding descripted on link, what do you find more interesting to work with?
Why?
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
 INSTITUCIÓN EDUCATIVA
“TULIO ENRIQUE TASCON”
REGISTRO EDUCATIVO NUMERO 176111-01031
GUADALAJARA DE BUGA - VALLE DEL CAUCA
Reconocida mediante Resolución No. 1776 de 4 de septiembre de
2002 Emanada de la Secretaria de Educación Departamental.
NIT. 815.004416-5

APPLICATION ACTIVITY

4. This activity will be developed on groups (Financiera groups)

Instructions:

- Each group must present the product or a business idea which covers an actual need (innovation).
- After main idea of product / business created think about the services and advantages offered.
- Design a brand for your product / business (logo, slogan if you have it) taken content from this
Guide (also guides 1 and 2) and different examples.
- Prepare an oral presentation where each group must show your results from this activity.
worldwide.
- Present summary about produc t to each student (plegable, volante , etc)

Presentati on:

- All members from group must participate and speak.

- Must be company by visual support. (power point, canva, among other)
- Information to present: Product / business basic data (name, services, advantages) mission,
vission, brand (Logo, explained logo’s creation, slogan if you have it)
- Students must we ar regular uniform, avoid reading during presentation, confidence, tone,
pronunciation, fluency will be evaluated.
- Time: 8 – 10 min.

Assessment:

- Download assessment rubric from Platform, printed it and present to the

- teacher BEFORE the exhibition.

Consulting:

- Groups can agree consulting/advices with teacher in order to check advances and clarify
doubts. (Previous communication with teacher to schedule date and time)