Branding - Personal identity

Module title:

Branding - Personal identity

Module overview:

The module is based on fundamental principles in branding with ideas to explore, research and understand an importance of valid branding strategy for market success. Through the practical part of the course, students will take a series of tasks to go through the process and basic phases of brand building. Through a theoretical basis and positive examples, students will be introduced to the complexity of corporate identity and forms of active brand communication.

The module forms the support to other models of the program that need implementing branding strategy in design tasks. Students will be able to understand the importance of brands and the brand development process, with the goal that by the end of the class the student has the skills to become a valuable member of a branding team.
In this module students will learn:
context, structure, and precondition in brand development.
to explore brand communication, set up questions for brand research, define branding elements, analyse brand assets and brand strategy.

Literature:

Required readings:
1.Wheeler A. (2012) Designing Brand Identity: An Essential Guide for the Whole Branding Team", 4th Edition, John Wiley and Sons, Hoboken

Supplementary readings:
1.Heding T., Knudtzen C. F., Bjerre M. (2009) Brand Management Research, theory and practice, Routledge, New York
2.Millman, D. (2012) Brand Bible: The Complete Guide to Building, Designing, And Sustaining Brands, Rockport Publishers, Beverly