This article focuses on brand reputation and its connection to the health of an organization.

Getting Started

Appropriate Subject Area(s):

Entrepreneurship, marketing, branding

Key Questions to Explore:

  • What value does a brand reputation bring to an organization?
Study and Discussion Activity

Introduction to lesson and task:

This lesson will explore the value of brand reputation.

Action (lesson plan and task):

  • Ask the class to define what branding is. Brainstorm a list of well known brands.
  • In teams of four have students create a visual differentiating between the following: Branding  Brand name  Brand mark  Trademark  Packaging
  • Have students do a walkabout to see what other teams have identified.
  • Discuss the purpose of each of the above as a class.
  • Considering the brands listed through the brainstorm, analyze where they stand against the information gathered so far.
  • Companies count on a solid reputation; ask students to say why.
  • Distribute the article for reading.
  • Ask students why the survey ranked Tim Hortons lower in terms of brand reputation.
  • Ask students what they think of the Tim Hortons brand.

Consolidation of Learning:

  • Have students prepare a one minute paper advising Tim Hortons on how they can improve their reputation.  Students should include one or two ideas along with a rationale and assessment of the impact it may have on reputation.
Success and Additional Learning

Success Criteria:

  • Students understand the impact of brand reputation on company health.

Confirming Activity:

  • In pairs, have students select one of the top 10 companies by score and analyze why these companies would be ranked so high.