Lesson Plan

• Describe what a brand image is and identify the elements that shape it.
• Explain why a strong brand image is important for business performance.
• Analyse how companies build and maintain a positive brand image.
• Evaluate real‑world examples of brand image influencing pricing and market share.
• Apply the concept by creating a brief brand‑image plan for a product.

• Projector and screen
• Whiteboard and markers
• Printed handouts of the brand‑image benefits table
• Sample brand logos and advertisements (digital)
• Sticky notes for the opening activity
• Worksheet for a brand‑image plan

Show a quick montage of iconic logos and ask students what feelings they evoke. Connect this to prior learning on product differentiation and the marketing mix. Explain that today they will explore how these perceptions form a brand image and drive business success. Success criteria: students will define brand image, list its benefits, and design a simple brand‑image strategy.

1. Do‑now (5'): Students view the logo montage and write immediate impressions on sticky notes; teacher collects a few examples.
2. Mini‑lecture (10'): Define brand image and its components (name, logo, quality, price, experience) using the projector.
3. Group analysis (12'): In small groups, examine the benefits table and discuss why each benefit matters; record key points.
4. Building a brand (15'): Review the six steps companies use to build image; groups choose a familiar product and outline a brief brand‑image plan on the worksheet.
5. Case study comparison (10'): Present Apple, McDonald’s, and Dyson examples; groups identify which brand‑building steps are evident.
6. Check for understanding (5'): Quick quiz (Kahoot or show of hands) on definitions and benefits.
7. Plenary (3'): Groups share one key insight; teacher summarises the main take‑aways.

Recap the definition of brand image and its strategic advantages. Ask a few students to share highlights from their brand‑image plans as an exit ticket. For homework, students will research a local brand and write a short paragraph on how its image supports its market position.