B2 – Upper Intermediate
Apple and Nike have successfully established powerful brands that evoke strong emotional connections with consumers. It delves into the psychological aspects of branding, highlighting the use of storytelling, symbolism, and association to create a sense of identity and loyalty among customers.
Watch the video to learn more and be able to answer the questions below.
Vocabulary Questions:
- What does the phrase “wreak havoc” mean? “So to what degree can the influence of brands wreak havoc on our ability to make rational spending decisions.” Use it in a sentence.
- What does the word “underdog” mean? “The Nike thing is about performance. The Under Armour thing is about the underdog.” Use the word in a sentence.
- Explain “reverse empathy“. “The only evidence that Samsung users showed was reverse empathy for Apple news.” Make one sentence.
Discussion Questions:
- According to the video, what are some of the techniques used by Apple and Nike to create a sense of identity and loyalty among consumers?
- In your opinion, how effective do you think Apple and Nike’s branding strategies have been in establishing a strong emotional connection with consumers?
- Do you believe that branding plays a significant role in shaping consumer preferences and loyalty? Why or why not?
- Share your thoughts on this: “We relate to brands the same way we relate to people.“.
- What is your reaction to the results of the brain scans of Apple and Samsung users?