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Peer Review

Introduction to Branding



Overall Numeric Rating:

3.5 stars
Content Quality: 4 stars
Effectiveness: 3.25 stars
Ease of Use: 3 stars
Reviewed: Sep 12, 2013 by Business Editorial Board
Overview: This material is an online presentation covering branding principles. Concepts that are presented include the terms and types of branding. The material reviews the strategies and advantages of branding. Built as an online Articulate presentation, the material is a good synopsis of an introduction to branding chapter of a beginning marketing textbook. Presentation is all text with no graphics or audio. The slides are navigated with the Flash Player. Covered during the presentation are types of brands, advantages of branding, terminology, brand strategy, brand equity, etc.
Type of Material: Lecture/presentation
Recommended Uses: This module could be used as a lecture, or as supplementary material in an introductory Marketing Principles course. Might also be helpful as background material in an Advertising course.
Technical Requirements: Internet Browser and Flash Player required.
Identify Major Learning Goals: The goal is to understand the basic concepts and terms of branding. Students completing the presentation will review branding terms, identify effective branding strategies, discover the advantages of branding, and examine the different types of branding used by major companies.
Target Student Population: Undergraduate business or marketing students.
Prerequisite Knowledge or Skills: No prerequisites required, but the basic concept of a brand should be understood.

Evaluation and Observation

Content Quality

Rating: 4 stars
Strengths: Good introductory material on all aspects of branding. Very thorough presentation of concepts and principles of branding.
Concerns: Presentation slides are completely text with no images or graphics to break up the reading. Most of the examples are British companies, so the module may not resonate with non-British students.

Potential Effectiveness as a Teaching Tool

Rating: 3.25 stars
Strengths: The PowerPoint contains many branding concepts and builds from the basic to the more nuanced.
Concerns: To maximize effectiveness, an instructor would need to add interesting (and relevant to that population) examples and perhaps define an assignment to utilize the content. Material might be duplication of information in an introductory Marketing textbook.

Ease of Use for Both Students and Faculty

Rating: 3 stars
Strengths: Generally well-edited slides. Controls for moving from slide to slide are relatively simple.
Concerns: The PowerPoint slides require some editing (e.g., some are full sentences with periods, others are not). The slide deck is all words (i.e. 18 slides of bullet items), no visual appeal (which is odd given the subject). The module’s few examples require an understanding of British/European companies. Slideshow player does not allow for moving to particular numbered slides quickly. There is no table of contents to assist in navigating particular concepts.

Other Issues and Comments: Just a few images or graphics might have made this presentation much easier to read and improved attention span.

Creative Commons:
Creative Commons License
This work is licensed under a Attribution-NonCommercial-NoDerivs 3.0 United States