Semester: 3
ECTS: 4
Lectures: 30
Practice sessions: 15
Independent work: 75
Module Code: 24-531-0529
Semester: 3
ECTS: 4
Lectures: 30
Practice sessions: 15
Independent work: 75
Module Code: 24-531-0529
Module title:
Branding 2 - Product identity
Module overview:
This module introduces students to the knowledge and understanding of the cross-cultural process of strategic character, integrated design, and brand development.
The module will introduce students to the ideas of design as a strategic tool for identity-based presence in the market dimensions of a brand, with focus on design management to understand a brand as a system and process. The module supports the learning from other models of the programme that focus that include implementing branding strategy in design tasks. Students will learn the controlling of cooperative creativity processes and acquire strategic and conceptual skills in the design of integrated brand communication.
Students will learn the strategic importance of brand communication and to orchestrate campaigns with socio-political, economic, ecological dimensions. Students will learn how to propose creative concepts that address social issues and apply these to a variety of appropriate media outlets as well as working as a member of a multi-disciplinary creative team.
Through the practical part of the module, students will take a series of tasks to go through the process of brand building.
Skills acquired through this module will make an excellent addition to the core skills developed through other modules
Literature:
Essential reading:
1. Millman, D.(2012) Brand Bible: The Complete Guide To Building, Designing, And Sustaining Brands, Rockport Publishers, Beverly
Recommended reading:
1. Johnson, M. (2012) Problem Solved, Phaidon Press, New York
2. Langwost, R. (2005) How to catch the Big Idea, Publicis, [s.l.]
3. Cobley, P., Jansz, L. (2010) Introducing Semiotics: A Graphic Guide, Icon Books Ltd, London
4. Wheele,r A. (2017) Designing Brand Identity: An Essential Guide for the Whole Branding Team, John Wiley and Sons, Hoboken
Further reading:
1. Margolin, V., Vukić, F. (2009) Croatian Design Now, Upi-2M Books, [s.l.]
2. Lidwell, W., Holden, K., Butler, J, (2010) Universal Principles of Design, Rockport Publishers, Beverly