This article is a case study in how to build a brand.

Getting Started

Introduction to the article (perhaps by having everyone read it):

Survey the class to determine how many of their families have accelerated online shopping since the pandemic.  Have them list the top five websites they purchase from and segment the reasons they choose to purchase from these sites.

Subject Area(s) covered:

Entrepreneurship, branding

Study and Discussion Activity

Key things students can learn from this lesson:

Students will learn about branding and what the elements of a successful brand are.

Action (here’s how we’ll do it):

  • Using Think-Pair-Share, have students discuss what branding is.
  • Using the Internet, students can confirm and add to their understanding of branding. Have each pair create a chart showing the elements of branding.
  • Distribute the article for reading.
  • In small groups, either in meeting rooms online or in class, have students discuss what Goodee’s goals are? Ask them what evidence there is in the article to lead them to think that.
  • Have each group visit the Goodee website ( and review the home page. A homepage is the digital storefront. Once there ask them:
    • What is there to invite you to enter the site?
    • Does the website have a call to action?
    • What is the call to action and where is it located on the website?
    • Does the home page reflect Goodee’s brand as you understand it to be?
  • Why would someone want to purchase from Goodee?

Consolidation of learning:

  • Goodee relies on social proof to generate sales. Discuss what is meant by social proof. Ask students what social proof is demonstrated on the home page, and what else could be done to demonstrate social proof?
Success and Additional Learning

Success Criteria:

  • Students understand branding and how it can impact a business.

Confirming Activities:

  • Have students conduct a written brand analysis of Goodee by examining the following:
    • Brand equity: what are the brand’s assets including public awareness, perception and influence?
    • Brand strategy: what are Goodee’s goals in building a brand that reflects its values?
    • Brand voice: how is Goodee communicating with its customers?
    • Visual identity: how are Goodee’s name, logo and design aligned?
    • Brand awareness: is Goodee identifiable in the crowded marketplace?

Activities to do together:

  • Have students go through the website and identify information about three of its suppliers. Do they find the information compelling enough to motivate people to buy?