Unit 5 Brand Identity

Lesson 1: Branding in SEM

Students will gain an understanding of branding, how it is built and how it is pervasive in the world we are
exposed to on a daily basis.
Grades 10-12
Standards:
STANDARD 1:
Discover the world of sports marketing and the use of marketing to promote sports and non-sports businesses in sports:
STANDARD 4:
Assess the importance of event marketing and entertainment in sports
STANDARD 5:
Discover the importance and elements used in developing a promotion mix to market sports businesses

Learning objectives:
SWBAT

investigate branding as it relates to sports and entertainment marketing

critically examine the impact of positive and negative branding campaigns
construct examples of branding for a student-centered project

Materials

Lesson 5.1 - Slides-Branding.ppt

SmartBoard
Video - Nike Marketing Strategy: How Nike Branding Flatters Athlete Egos
(https://www.youtube.com/watch?v=HkWRF23pj6M)
SEM Final Project.doc Section 2

Instructional planning

The essential questions for this lesson are:

o What is branding?
o How is branding created?
o How does branding impact a fans perception of the team?
Hook:
o In what ways is our classroom branded?
o What does it mean to be branded?
After open discussion on the hook, proceed with Lesson 1 slides Branding.ppt.
Students will gather in groups to discuss their experiences in sports/entertainment venues and how their
favorite teams, celebrities, music bands, etc. are branded. In what ways does this impact them as a fan?
How does it spark association with the image that they are trying to convey?

Domanik, 2015

Students will listen to a short documentary on branding in stadiums through music:

o https://www.youtube.com/watch?v=C9bhHAnsVZE
Students will explore how branding can be used in a physical location (stadium) to drive the fans energy
and association with the sport. They will utilize their personal experience in a discussion to talk about what
music is used in the sporting events they attend. Why is that muisic chosen? What effect does it have on
the audience?
Students will gather into their assigned project groups and work on the branding section of their project.

Procedure/activity
Student Activity
Engage

Ask students to think about/ write down

responses to the following prompt:
See right side

Teacher Activity

In what ways is our classroom

branded?
What does it mean to be branded?

Students will explore how branding is used

with their favorite team/band/etc. What other
types of branding can be used in a physical
location (stadium) to drive the fans energy
and association with the sport? Students will
write down their thoughts using personal
experience.

Explain

Students will gather in groups to discuss their

experience with branding in sports.

Facilitate small group work how does

the music have an impact? What other
types of branding occur in a stadium for
sporting events/concerts? Reconvene as a
class to discuss clarifications prompts and
how they brainstormed as a team to come
up with additional examples.

Elaborate

Students will again be asked how their

classroom is branded.

Explore

Why is that music chosen?

What effect does it have on the
audience?
What other types of branding are used
in sports and entertainment venues?
In what ways does branding impact
them as a fan?
How does it spark association with the
image that they are trying to convey?

In what ways is our classroom

branded?
What does it mean to be branded?

How have student observations changed?

Evaluate

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Students will complete the branding of their

team/band on their final project.

Teacher will introduce requirements in the

final project branding section. Students
will gather with assigned groups to
complete project section.

Assessment
Formative
Informal assessment of student participation in class discussion
Formal assessment of completion of classroom writing prompt and final project section.
Informal assessment of group discussions on branding
Anticipated misconceptions/ alternative conceptions
Brand identification is only related to a logo or brand name
Building brand recognition is easy
Branding does not impact a fans decision making process
Accommodations/modifications of activity
For students who succeed when given more time or the opportunity to work independently, they can
complete classroom discussion items on their own.
For advanced students, they can complete a brand approach for their personal brand.
Section 1 (30 pts)

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Team Name & Sport, Team Roster, Team

Location

Band Name & Genre, Band Members, Tour

Locations & Dates

Checkpoint Date:

Checkpoint Date:

Team Name & Sport: Choose a name for your team

and sport. Team name should include the city in
which the team is located. Team name should be
creative, attention getting, original, and be appealing
to the city in which the team is located. Include a
rational or justification as to why you chose this team
name. (10 points)

Band Name/Genre: Choose a name for your band

and genre/type of music. The name should be
creative, attention getting, and original. Include a
rational or justification as to why you chose this
name. (10 points)

Team Roster: Create a roster of your team

including: Picture, Name, Number, Position, Height,
and College. The roster should reflect your team
colors and logo. (10 points)
Team Location: Identify the city in which you will
locate your team. You are to provide at
least 2 benefits of choosing this location. Explain how
this city will attract fans and why this city is appealing
for the league. Include demographics for this fan
target market. (10 points)

Team Logo and Uniform Design

Band Members: Create a list of band members

including:
Picture, Name, Position (what instrument they play or
sing), and a brief bio.
(10 points)
Band and Tour Locations: Create a list of 8 concert
tour locations, dates, and give a brief rationale for
each location. Select one city that you will focus on
for the rest of your project. Explain why this location
is an important tour location and how this city will
attract fans. Include demographics for this fan target
market. (10 points)

Section 2 (30 pts)

Band Logo and Costume Design(s)

Checkpoint Date:

Checkpoint Date:

Team Logo: Create and design 2 logos for your

team. Your logos should be creative, attractive,
appealing, neat, and appropriate. You may include
things such as city initials, team name, mascot,
etc. Remember, creative and appealing logos result
in high merchandise sales. (10 points)

Band Logo: Create and design 2 logos for your

band. Your logo should be creative, attractive,
appealing, neat, and appropriate. Remember, creative
and appealing logos result in high merchandise
sales. (10 points)

Uniform Design: You are to design both a HOME

and AWAY team Jersey. You need to design both
the front and the back of the jersey you may include
pants. The Jersey design should be attractive,
creative, include team colors, incorporate the team
name and/or mascot and beappropriate. Be as
detailed as possible. (20 points)

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Costume Design(s): You are to design at

least 2 costumes for your band or lead singer. The
costume designs should be attractive, creative,
and appropriate. Keep in mind the genre of your
band. Be as detailed as possible. (20 points)

Domanik, 2015