CDS2511 - Branding for designers - 2019

6 points, SCA Band 1, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Faculty

Art, Design and Architecture

Organisational Unit

Department of Design

Chief examiner(s)

Mr Ned Culic

Coordinator(s)

Ms Di Elderton (Semester 1)
Ms Dot Georgoulas (Semester 2)

Unit guides

Offered

Caulfield

  • First semester 2019 (On-campus)
  • Second semester 2019 (On-campus)

Prerequisites

COL1001 or CDS1001 and CDS1002, OHS1000

Synopsis

A Brand is more than a logo. It's the narrative story of a product or service that makes people feel a certain way towards it. It is a persuasive and highly potent communication vehicle in which communication designers play a pivotal role.

This unit intends to develop students' comprehension of the value of branding and the development of brand awareness. Through a process of practical studio exercises and tutorials they will explore the development of a brand from the creation of a name, to the development of a logo or identity, to the building of an emotional cache attached to that mark and its applications. Key branding strategies will be explored, including target market identification, product positioning, and competitor analysis. Students will be encouraged to explore creative brand strategies that engage both established and emerging media. They will comprehend specific language and key terminology associated with the branding process. They will be exposed to leading exponents of branding that are both historic and contemporary and will be able to identify key strategies utilised in the creation of their success.

Outcomes

Upon successful completion of this unit students will be able to:

  1. Utilise and understand key terminology and concepts associated with branding;
  2. Examine and discuss the historical milestones in the area of branding, including the the value of brands in a contemporary consumer culture;
  3. Engage with the various forms of established and emerging media key to the successful creation of a brand;
  4. Create a brand strategy beyond the creation of a logo and its applications;
  5. Critically analyse the range of strategies utilised by existing brands, including target market identification, product positioning, and competitor analysis;
  6. Understand and apply the rules of occupational health and safety appropriate to the discipline practice.

Assessment

100% in-semester assessment

Workload requirements

12 hours per week including 3 contact hours plus 9 hours of independent study.

See also Unit timetable information