| Course Aims | The module aims to:
Provide an overview of the significance of a corporate identity and brand value to the internal structure and corporate culture of an organisation alongside its external promotion.
Provide an introduction to the management processes of identities and brands focusing on how they are commissioned, created and implemented.
Present an opportunity to make a comparative study of how brands are managed for diverse stakeholder groups.
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| Learning Outcomes | On completion of this module, students should be able to:
LO1 Illustrate the importance of corporate identities and brands to the operational success of an organisation.
LO2 Make qualitative judgements about the relative values of competitive design proposals.
LO3 Distinguish and employ in proposals a global dimension of the corporate identity and brand management.
LO4 Prepare specifications and commission appropriate design practitioners, whilst managing the implementation of a new identity or brand.
LO5 Demonstrate confidence in discussing the value of corporate identities and brands within a global business context.
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| Presentation | Attendance at lectures is a ‘must’ to get the full benefit of this module. Teaching and learning methods include: lectures, case material, relevant hand-outs/articles, class exercises, group exercises and presentations, individual project, group project, visits to leading consultancies
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| Reading Recommended | BURGER, P. J. & REYES-GUERRA, D. (2003): Strategic Branding: Leveraging Technology and Design at Ernst & Young. Design Management Institute. Design Management Review Vol. 14, No. 2 Fusing Design, Strategy and Technology. (pp 17-24)
ECKERSLEY, M. (2004): Joining People & Brands. Management Institute. Design Management Review Vol. 15 No. 3. (pp 60-66)
GOBE, M. & ZYMAN, S. ( 2002) Emotional Branding: The New Paradigm for Connecting Brands to People. Allworth Press
HART, S. & MURPHY, J. (eds) (1998): Brands: The New Wealth Creators. Interbrand/ Macmillan Business
LINDSTROM, M. ( 2005 ) Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound. Kogan Page.
MCCORMACK, J. P., CAGAN, J. & VOGEL, C. M. (2003): Speaking the Buick Language: Capturing, Understanding, and Exploring Brand Identity with Shape Grammars. Elsevier Ltd. Design Studies 25. (pp 1-29)
MORGAN, A. (1999) Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, John Wiley and Sons, Inc. New York
OLINS, W. (1990): Corporate Identity: Making Business Strategy Visible through Design. Thames and Hudson
PERCEIVE (2005): Ideas Shaping Business. Perceive. (URL: http://www.perceivela.com/site/index.htm)
KINSLEY, P. (2004): From Three Breads to One Brand. Design Management Institute. Design Management Review Vol. 15 No. 3. (pp 67-75)
OLINS, W. (2005): Our Clients. Wolff Olins. (URL: http://www.wolff-olins.com/ourclients.htm)
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| Reading Required | AAKER, D. A. and JOACHIMSTHALER, E. (2002): Brand Leadership. Free Press Business
DE CHERNATONY, L. (2001): From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands. Butterworth Heineman
DOWLING, G. (2000): Creating Corporate Reputations: Identity, Image and Performance. Oxford University Press
RIES, A. & RIES, L. (2003) The 22 Immutable Laws of Branding. Profile Books Ltd. London
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| Weekly Schedule | An introduction to corporate reputation and corporate identity
Defining the terms, their broader scope and relation to design practice, supported by exploration of visual identities.
What’s in a brand – global perspective
Focusing on the brand name, its role, advantages and disadvantages through a brand-naming workshop. Considering the financial value of brands, exploring the pros and cons of investment into brands with particular focus on verbal identity. Investigating the role of corporate culture in establishing and sustaining a brand; focusing on particular case studies and case histories to gain in-depth understanding.
An introduction to corporate communications and design consultancies
Investigation of the role of communication within corporate context from the brand/design perspective. Overview of issues concerning management of design process. How to create a perfect pitch brief.
A change of corporate identity
Through a hands on project, exploring the process of proposing a change of corporate identity within a business. Exploring and measuring the impact of design programmes.
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