Image for
Home

Branding 2 - Product identity

  • Class 30
  • Practice 15
  • Independent work 75
Total 120

Course title

Branding 2 - Product identity

Lecture type

Obligatory

Course code

22-08-513

Semester

3

ECTS

4

Lecturers and associates

Course 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

Preuzmi vodič za studente

Minimal learning outcomes

  • Apply the basic assumptions of the brand, elements of brand visuality and communication.
  • Apply the processes of researching and defining a brand strategy.
  • Apply new elements of brand visuality and communication, brand design, and product or service identity.
  • Implement and argue for new elements of brand visuality and communication, brand design and product or service identity.

Preferred learning outcomes

  • Apply, evaluate and interpret the fundamental assumptions of the brand and critically evaluate the elements of brand visuality and communication.
  • Predict the processes of researching and defining a brand strategy and set desired positioning of new brand.
  • Establish new elements of brand visuality and communication, brand design, and product or service identity, with creative performance arguments and logical or measurable expected results of a new strategy.
  • Implement and argue for new elements of brand visuality and communication, brand design, and product or service identity, with creative performance arguments and logical or measurable expected results of the new strategy.
Share: Facebook Twitter