PREVIEW ACTIVITY Fluentize, LLC. Copyright 2023. For use only with license.

How Brands Have Branded Your Brain (C1)

PAGE 1

PART 1 What do you think is the difference in meaning between each pair of words below?

1 A COMPANY vs A BRAND 2 MARKETING vs BRANDING

PART 2 Discuss the questions about the following companies/brands.

1 2 3
APPLE NIKE COCA-COLA

1 What kinds of products does each company sell?

2 What is each brand about? How would you describe each brand identity?
3 Do you buy their products or support their brands at all? Why/why not?

PART 3 Name and describe your favorite brands. Then discuss the questions below.

1 What makes you buy or affiliate with these brands over others?
2 Would you feel offended if someone started talking badly about
these brands? Why/why not? If so, how would you defend them?

What words come to mind that could fit each sentence below about brands and
PART 4
psychology? Explain your answers.

1 When you choose to buy or affiliate with certain brands, you choose to
create a certain .

2 Others form a(n) about you based on the brands you choose.

3 Once you identify with a brand, it can shape the way you .

4 We relate to brands in the same way we relate to .

HOW BRANDS HAVE Fluentize, LLC. Copyright 2023. For use only with license.
BRANDED YOUR BRAIN How Brands Have Branded Your Brain (C1)
PAGE 2

PREVIEW DISCUSSION

What are some positive and negative impacts

brands can have on us?

VIEWING ACTIVITY

Describe the study done at Duke University using the images below. What were the
PART 1
results of this study?

0:25

APPLE IBM

Write the missing word in each sentence from the video below. (1:24 - 2:49)
PART 2
Check whether you had the same or similar answers in Preview, Part 3.

1:24 1 When you make choices about different brands, you’re choosing to create an
.

1:30 2 When you put certain clothing on, someone is going to form an
about what you’re about.

2:00 3 Once you identify with a brand, it can shape the way you .

2:36 4 We relate to brands in the same way we relate to .

Answer the questions below about the study involving the brains of iPhone users
PART 3
and Samsung Galaxy users. (2:57 - 3:44)

1 How did Apple users respond to Apple news?

2 How did Samsung users respond to any kind of Samsung news?
3 How did Samsung users respond to positive Apple news?
4 What does this data suggest about why Samsung users buy Samsung?
VIEWING FOLLOW-UP Fluentize, LLC. Copyright 2023. For use only with license.
How Brands Have Branded Your Brain (C1)
PAGE 3

PART 1 Discuss the questions below.

1 What do you think is the point/message of this video? Explain your answer.

2 Does this video motivate you to be more aware of the brands you buy or
affiliate with? Why or why not?

3 The professor says that brands have become pillars of our identity. What
does this mean? Do you see this as a positive or negative idea? Explain.

Read the quote below out loud from the video about Apple’s
PART 2
brand narrative. What do you think a brand narrative is?

“ Apple has been telling you the story over and over again
that they are the brand for hip, cool, fun, creative people.”

PART 3 Match the branding-related terms with the definitions below.

a. a slogan b. brand identity c. a buzzword

d. a brand narrative e. a unique selling proposition

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

PART 4 Discuss the questions below.

1 Read the slogans below. Do you think they are effective? Why or why not?

“Think different.” “Just do it.” “Taste the feeling.”

- APPLE - NIKE - COCA-COLA

2 Choose a brand above or another global one. What could their unique selling
proposition be? What could be some buzzwords associated with this brand?
BRAND BUILDING PROJECT Fluentize, LLC. Copyright 2023. For use only with license.
How Brands Have Branded Your Brain (C1)
PAGE 4

STEP 1: CREATE A COMPANY PROFILE

• Work with a classmate, your teacher, or on your own.

• Choose a type of company/business/organization below.
• Specify the name, industry, and products/services it offers.

Choose one of the following:

1 A company/business/organization you started or work for

2 A company/business/organization you regularly buy from or support
3 A new company/business/organization you would like to create or start

NAME:
COMPANY INDUSTRY:
PROFILE
PRODUCTS/SERVICES:

STEP 2: CREATE A BRAND PROFILE

• Create a brand profile for the company/business/organization you chose in Step 1.

• Come up with the following for the brand profile:

• A description of the brand identity

BRAND
PROFILE • A unique selling proposition
• Buzzwords associated with the brand
• A catchy slogan for the brand

STEP 3: PROMOTE/PITCH YOUR BRAND

• Imagine you work for the company/business/organization you chose.

• Meet with a potential investor (another classmate/your teacher).
• Pitch the company and brand using your material in Steps 1 & 2.
• Answer any questions your potential investor has after your pitch.
QUIZ & REVIEW ACTIVITY Fluentize, LLC. Copyright 2023. For use only with license.
How Brands Have Branded Your Brain (C1)
PAGE 5

PART 1 Answer each question below according to the information in the video.

1 What was the study done at Duke University about?

2 What are some ideas discussed about the connection between branding and
psychology?

3 Describe the study involving iPhone users and Samsung Galaxy users. What
was the purpose of this study and what were the results?

PART 2 Finish each sentence below from the video.

1 One of the professors in the video says that brands have become...
.

2 Apple has been telling you the story over and over again that they are the
brand for... .

PART 3 Define each branding-related term below and give some examples of each.

1 a brand narrative
2 brand identity
3 a unique selling proposition
4 a buzzword
5 a slogan

LESSON REFLECTION:

Discuss the topics below about the lesson.

1 Did you learn or use any new vocabulary or phrases in this lesson? If so, what?
2 Did you learn anything new about branding or brands? If so, explain.
3 What did you enjoy about the lesson?
4 Is there anything you found difficult about the lesson?