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Emotional Branding Marketing Campaign

Grade 10Other2 days

In the 'Emotional Branding Marketing Campaign' project, 10th-grade students are tasked with designing a marketing campaign focused on using emotional branding to connect with consumers. Through workshops, case studies, and collaborative activities, students learn to identify emotional strategies, analyze consumer behavior, and create a comprehensive marketing plan. The project includes entry events, portfolio activities, and reflections to enhance understanding and application of emotional branding principles, culminating in student presentations that evaluate the impact of their campaigns on brand identity and consumer loyalty.

Emotional BrandingConsumer BehaviorMarketing CampaignBrand IdentityConsumer LoyaltyCollaborationCreative Design

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Inquiry Framework

Question Framework

Driving Question

The overarching question that guides the entire project.How can we design a marketing campaign using emotional branding to effectively connect with and influence consumers across various products, services, or causes, while contributing to the brand's identity and consumer loyalty?

Essential Questions

Supporting questions that break down major concepts.

What is emotional branding and how does it impact consumer behavior?
How can a brand effectively use emotions to influence consumers?
What role does understanding consumer emotions play in developing a marketing strategy?
In what ways do emotional branding strategies differ across different products, services, or causes?
How does emotional branding contribute to a brand's identity and loyalty?

Standards & Learning Goals

Learning Goals

By the end of this project, students will be able to:

Understand and apply the concept of emotional branding in creating marketing campaigns.
Analyze how emotional branding affects consumer behavior and purchasing decisions.
Design and develop a comprehensive marketing campaign utilizing emotional branding to connect with target audiences.
Evaluate the impact of emotional branding on brand identity and consumer loyalty.
Collaborate effectively with peers to research, plan, and execute marketing strategies.

Teacher-specified

MKT-01

Primary

Identify the role of product, service, cause planning in marketing.Reason: This standard aligns as the project entails planning marketing campaigns which includes promoting specific products, services, or causes through emotional branding.

MKT-02

Primary

Describe the importance of branding in marketing.Reason: The project focuses on emotional branding, which is an integral part of understanding overall brand strategy and marketing.

Common Core Standards

CCSS.ELA-LITERACY.CCRA.SL.1

Secondary

Prepare for and participate effectively in a range of conversations and collaborations with diverse partners, building on others’ ideas and expressing their own clearly and persuasively.Reason: Students will need to collaborate on the campaign design, engaging in discussions and persuasive communications.

CCSS.ELA-LITERACY.CCRA.W.4

Secondary

Produce clear and coherent writing in which the development, organization, and style are appropriate to task, purpose, and audience.Reason: The project requires the creation of marketing content that is clear, coherent, and tailored to target audiences.

Entry Events

Events that will be used to introduce the project to students

Live Branding Challenge

Students are presented with a fictional company and are tasked in real-time to design a mini marketing campaign using emotional branding. This scenario fosters an engaging and fast-paced environment where innovative ideas are molded into viable marketing concepts.

The Viral Video Simulation

Students start by watching a series of emotionally charged viral marketing videos, followed by participating in a dynamic workshop where they brainstorm how emotions drive consumer behavior. They are then challenged to create a hypothetical viral video scenario that could capture widespread attention, engaging them in the nuances of emotional branding.

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Portfolio Activities

These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.

Activity 1

Emotion Exploration Workshop

In this initial workshop, students will dive deep into understanding different types of emotions that influence consumer behavior. They'll engage with case studies and real examples of successful emotional branding campaigns.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Begin with a group discussion on emotions students encounter in their daily lives and how these could relate to buying decisions.

2. Analyze several case studies of brands that have successfully utilized emotional branding. Discuss what emotions were targeted and the impact.

3. In pairs, students select a brand and present how different emotions can be used in their marketing, citing real-world examples.

Final Product

What students will submit as the final product of the activityPresentations by pairs on emotional strategies used by selected brands.

Alignment

How this activity aligns with the learning objectives & standardsAligns with MKT-01 (Identify the role of planning in marketing) and understanding emotional influences on consumers.

Activity 2

Emotional Branding Blueprint

Students will design an emotional branding blueprint for a hypothetical product, service, or cause. This involves selecting target emotions, corresponding brand messaging, and consumer touchpoints.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Choose a hypothetical product, service, or cause for which an emotional branding strategy will be developed.

2. Identify target emotions that align with the chosen entity and brainstorm messaging and visual elements to convey these emotions.

3. Map out brand messaging and consumer interaction points that align with emotional branding goals.

Final Product

What students will submit as the final product of the activityA detailed branding blueprint document outlining emotions, messaging, and consumer interaction points.

Alignment

How this activity aligns with the learning objectives & standardsSupports MKT-02 (Describe the importance of branding) by applying an understanding of emotional strategies.

Activity 3

Collaborative Campaign Construction

In this team-based activity, students will bring their emotional branding blueprints to life by constructing a full-fledged campaign. They will work through the entire planning process including budgeting, media selection, and content creation.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Form teams based on the different products, services, or causes chosen in the previous activity.

2. Use the branding blueprint to plan a complete campaign, determining key deliverables, media channels, and a rough budget.

3. Create content for the campaign, including graphics, copy, and any multimedia elements, ensuring alignment with the emotional branding strategy.

Final Product

What students will submit as the final product of the activityA comprehensive emotional branding campaign package including budget, media plan, and creative content samples.

Alignment

How this activity aligns with the learning objectives & standardsEncompasses MKT-01, MKT-02, and combines CCSS.ELA-LITERACY.CCRA.W.4 by executing a coherent campaign tailored to target audiences.

Activity 4

Brand Impact Assessment

After the campaign creation, students will evaluate their campaign's potential impact on brand identity and consumer loyalty through peer feedback and self-assessment tools.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Teams present their campaigns to the class and gather feedback focusing on the effectiveness of emotional elements.

2. Facilitate a discussion on how branding components can build or hinder brand identity and consumer loyalty.

3. Individually, students reflect on their contribution to the campaign and assess the campaign's alignment with emotional branding principles.

Final Product

What students will submit as the final product of the activityReflective reports from students on the campaign's potential impact on brand identity and consumer loyalty.

Alignment

How this activity aligns with the learning objectives & standardsFocuses on evaluating how emotional branding contributes to brand identity, aligning with learning goals and supporting CCSS.ELA-LITERACY.CCRA.SL.1 by sharing and discussing ideas.

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Rubric & Reflection

Portfolio Rubric

Grading criteria for assessing the overall project portfolio

Emotional Branding Campaign Assessment Rubric

Category 1

Understanding of Emotional Branding

Assessment of the depth of understanding and application of emotional branding principles in the campaign.

Criterion 1

Identification of Emotional Strategies

The ability to identify and apply appropriate emotional strategies in marketing.

Exemplary

4 Points

Identifies and applies a wide range of sophisticated emotional strategies, clearly connecting them to consumer behavior.

Proficient

3 Points

Identifies and applies appropriate emotional strategies with clear connection to consumer behavior.

Developing

2 Points

Identifies some emotional strategies with limited application and connection to consumer behavior.

Beginning

1 Points

Struggles to identify or apply relevant emotional strategies effectively.

Criterion 2

Analysis of Consumer Behavior

The ability to analyze how emotional branding impacts consumer behavior.

Exemplary

4 Points

Provides a comprehensive analysis with clear insights into emotional branding’s impact on consumer behavior.

Proficient

3 Points

Provides thoughtful analysis with some insights into emotional branding’s impact on consumer behavior.

Developing

2 Points

Provides a limited analysis with general understanding of emotional branding’s impact.

Beginning

1 Points

Struggles to provide meaningful analysis of consumer behavior in relation to emotional branding.

Category 2

Campaign Design and Execution

Assessment of the planning, execution, and creativity within the emotional branding campaign.

Criterion 1

Development of Branding Strategies

The creativity and coherence of developed emotional branding strategies within the campaign.

Exemplary

4 Points

Develops innovative and coherent branding strategies that are well-aligned with emotional branding objectives.

Proficient

3 Points

Develops effective and clear branding strategies aligned with emotional goals.

Developing

2 Points

Develops basic branding strategies with some alignment to emotional branding goals.

Beginning

1 Points

Struggles to develop coherent branding strategies with emotional alignment.

Criterion 2

Content Creation

The quality and relevance of created content (graphics, copy, multimedia) to the emotional branding strategy.

Exemplary

4 Points

Produces highly engaging and relevant content that effectively supports the emotional branding strategy.

Proficient

3 Points

Produces relevant content that supports the emotional branding strategy.

Developing

2 Points

Produces basic content with partial relevance to the emotional branding strategy.

Beginning

1 Points

Struggles to produce relevant content for the emotional branding strategy.

Category 3

Reflection and Evaluation

Assessment of reflective thinking on the campaign’s potential impact on brand identity and consumer loyalty.

Criterion 1

Reflective Analysis of Campaign Impact

The depth of reflection on the campaign’s potential influence on brand identity and consumer loyalty.

Exemplary

4 Points

Provides a deeply insightful analysis of the campaign's potential impact, demonstrating a sophisticated understanding of branding influence.

Proficient

3 Points

Provides a thoughtful analysis of the campaign’s potential impact, showing good understanding of branding influence.

Developing

2 Points

Provides limited reflection on the campaign's potential impact, with basic understanding of branding influence.

Beginning

1 Points

Struggles to provide meaningful reflection on the campaign’s impact on branding.

Category 4

Collaboration and Communication

Assessment of the students' ability to collaborate and communicate effectively throughout the campaign development process.

Criterion 1

Team Collaboration

The ability to work effectively with peers in planning and executing the campaign.

Exemplary

4 Points

Leads team effectively, fostering a productive and innovative collaborative environment.

Proficient

3 Points

Contributes positively to team efforts, supporting a collaborative work environment.

Developing

2 Points

Participates in team efforts with varying levels of contribution and cooperation.

Beginning

1 Points

Struggles to participate effectively in team settings, requiring support.

Reflection Prompts

End-of-project reflection questions to get students to think about their learning

Question 1

Reflect on the overall process of designing and implementing an emotional branding campaign. What were the key challenges you faced and how did you overcome them?

Text

Required

Question 2

How effectively do you think your campaign aligned with the emotional branding principles discussed in the course?

Scale

Required

Question 3

What impact do you think your campaign could have on brand identity and consumer loyalty in real-world applications?

Text

Required

Question 4

Which emotional branding strategy do you believe was most effective in your campaign, and why?

Multiple choice

Required

Options

Storytelling

Appeal to Nostalgia

Use of Humor

Personalization

Social Cause Alignment

Question 5

In what ways did collaborating with peers influence the development and outcome of your campaign?

Text

Optional