Introduction
This resource helps learners understand how brands are more than a visual identity: they are built around product quality and organisational behaviour that create lasting positive experiences.
Learners consider markets and segments in engineering, and how brand positioning in a market starts with an enterprise's mission, vision, and values. Learners consider how an engineering brand might extend into new products, and markets, which complements the resource 14. Scaling and growth for enterprise.
What's in this resource?
This resource consists of:
- An overview video which can be watched on its own or shown in part to the class to support the lessons. Use the chapters to navigate along the video.
- A student resource which contains key information related to the subject, diagrams, questions and a case study.
- A teacher guide with advise about how to deliver the subjects and suggestions for classroom activities.
Suggested learning outcomes
Learners will be able to:
- give reasons why branding is important for both business-to-business (B2B) and consumer engineering startups
- describe ways a startup brand might position itself in a commercial or consumer market
- list ways an engineering brand might extend into new products, services, or markets.
Topics covered
- Enterprise
- Marketing positioning
- Marketing, promotion and branding
- Growth and scaling up