Activity: Exploring Ethical Issues in Branding

Objective: When participating in an enterprise activity, students will explore ethical issues relating to business practice and gain an understanding of how businesses help to satisfy needs through branding.

Duration: 1-2 class periods

Materials: - Whiteboard or flipchart - Markers - Handout with case studies (see below) - Sticky notes - Internet access (optional)

Procedure:

1. Introduction (10 minutes): a. Begin by discussing the concept of branding with the students. Ask them to share examples of well-known brands and what comes to mind when they think of those brands. b. Explain that branding is not just about logos and slogans, but also about the values and reputation associated with a company or product. c. Introduce the desired outcome of the activity: exploring ethical issues in business practice, specifically related to branding.

2. Brainstorming (10 minutes): a. Divide the class into small groups and provide each group with sticky notes and markers. b. Ask each group to brainstorm and write down as many ethical issues related to branding as they can think of. Encourage them to consider issues such as truth in advertising, cultural appropriation, environmental impact, labor practices, etc. c. After 10 minutes, have each group share their ideas with the whole class. Write down the ideas on the whiteboard or flipchart.

3. Case Studies (20 minutes): a. Distribute the handout with case studies to each group. b. Instruct the groups to read and discuss the case studies, focusing on the ethical issues presented. c. After reading, have each group choose one case study to present to the class. They should summarize the case and discuss the ethical issues involved.

4. Class Discussion (15 minutes): a. Facilitate a class discussion based on the presented case studies. Encourage students to share their thoughts, opinions, and possible solutions to the ethical issues raised. b. Use probing questions to deepen the discussion, such as:
   • How do these ethical issues impact consumers and society as a whole?
   • What responsibilities do businesses have in addressing these issues?
   • Can ethical branding be a competitive advantage for businesses?

5. Reflection and Application (15 minutes): a. Ask students to individually reflect on what they have learned about ethical issues in branding. b. Have them write a short paragraph or create a visual representation (e.g., drawing, mind map) summarizing their understanding and any personal insights gained. c. Optional: Students can research and find examples of companies that have successfully addressed ethical issues in their branding or those that have faced backlash due to unethical practices.

6. Conclusion (5 minutes): a. Wrap up the activity by summarizing the main points discussed during the class. b. Emphasize the importance of ethical business practices and how they contribute to satisfying needs in society. c. Encourage students to be critical consumers and consider the ethical implications of the brands they support.

Note: The case studies can be sourced from real-life examples or created specifically for this activity. Ensure that the case studies are age-appropriate and relevant to the students’ understanding of branding and ethical issues.