Summary
This downloadable PDF lesson plan for English teachers helps B2 ESL students master business vocabulary for branding and marketing. This class material focuses on brand positioning, strategy, and competitive analysis through engaging and practical activities. This complete lesson helps students explore the core concepts of brand strategy.
The class material includes a warm-up discussion, a key vocabulary matching task, and a listening exercise about brand management. Students will then read a case study about rebranding, practice comparative and superlative adjectives for market analysis, and learn useful phrases for business meetings. The lesson culminates in a practical group speaking activity where students develop a new positioning strategy for a coffee shop.
Activities
- Students begin by matching key business terms like 'brand identity' and 'USP' to their definitions. This is followed by a listening exercise where they fill gaps in a short talk from a brand manager to reinforce the new vocabulary in context.
- A reading comprehension task based on a fictional company's rebranding strategy helps students analyze business decisions. Afterward, a dedicated grammar section focuses on using comparatives and superlatives to discuss market competition.
- The lesson concludes with a dynamic group speaking challenge. Students work as a marketing team to develop a new brand positioning strategy for a coffee shop, applying all the vocabulary and grammar concepts learned throughout the class.
Vocabulary focus
This lesson introduces essential business vocabulary related to marketing and brand management. Key terms include: brand identity, target audience, positioning, Unique Selling Proposition (USP), brand loyalty, and competitive advantage. The activities ensure students can understand and use these terms in a professional context.
Grammar focus
The grammar section is dedicated to making comparisons, a crucial skill for business analysis. Students will practice forming and using comparative adjectives (e.g., more modern than, faster than) and superlative adjectives (e.g., the most innovative, the cheapest) to compare products, services, and companies.
