Introducing the Concept of “Brand Equity” to Neurodiverse Students Using Live Polls
ACTIVITY FROM MY ADAPTATION OF GOOGLE'S ONLINE DIGITAL MARKETING COURSEThe Challenge
The course materials from Google’s online Digital Marketing course were extremely text-heavy, which is not an accessible educational experience for many neurodiverse learners. I had to come up with a more universally friendly way to teach the same content as the lead of a nonprofit’s offering of the live virtual course.
For Context
What is brand equity?
Brand equity is the value consumers associate with one brand's offering compared to similar products from another brand.
My Approach
I wanted the students to understand these unfamiliar branding concepts by connecting them to familiar brands (more about connected learning here).
So for the concept of brand equity, I designed an interactive presentation in Mentimeter where students could vote on their preference between similar popular brands. This activity revealed students’ own brand equity biases and even sparked some friendly debate.
The result? A more engaging learning experience.
Rather than read about these concepts alone within the original course’s text-heavy paragraphs, this activity engaged students in a comfortable discussion of familiar brands. Students didn’t simply accept a definition or generic examples. They were excited to justify their judgements of similar brands.
This quick activity in itself developed students’ understanding of brand equity.