Image and Branding

Module overview

This module introduces you to issues, terminology and trends in brand signature, visual identity image and branding. The syllabus will explore aspects of identity and image in a branding context. The module will also provide you with an opportunity to analyse case studies to promote your understanding of key concepts around brand signature and visual aspects of branding. The module will commence with a theoretical discussions followed by case studies, featuring the issues pertaining to the design aspects of visual identity in a context of branding. These theoretical and case study based activities will build participants knowledge in relation to brand signature design and other aspects of brand image. This module will explore the multiple images that a brand may have among stakeholders. You will also learn about the nexus between brand image and brand identity. This optional core module is designed to broaden your studies and provide you with an interdisciplinary learning experience with peers from a range of art and design subjects. The module will provide you with new perspectives and introduce you to themes and practices that can be critically explored to inform your ongoing development, interests and skills.

Aims and Objectives

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

analyse brand narratives and their influence on image and identity;
critically evaluate visual branding and the evolution of brand signatures.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

trends and their impact on brand narrative.
themes related to brand image and identity;
theoretical concepts of branding;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

communicate your ideas and concepts effectively;
manage time, deadlines and develop independent learning skills;
identify appropriate materials and resources to inform your work with an awareness of cross-disciplinary themes and concepts.

Learning and Teaching

Teaching and learning methods

Teaching methods include: •lectures; •case study analysis; •tutorials. Learning activities include: •seminars; •case study group discussions; •peer group learning. Relationship between the teaching, learning and assessment methods and the planned learning outcomes Lectures and seminars will introduce you to the themes and concepts of the module; tutor-led group discussions will enable you to start developing a more complex understanding of the concepts and practices outlined above. The teaching in the module will equip you with a critical understanding about branding, brand image and visual identity. The assessment will require you to explore the theoretical discussion and further apply this to your individual empirical observations.

Study time
Type	Hours
Lecture	12
Preparation for scheduled sessions	20
Tutorial	12
Revision	16
Completion of assessment task	50
Follow-up work	20
Wider reading or practice	20
Total study time	150

Resources & Reading list

Textbooks

Wheeler, A. (2012). Designing Brand Identity: an essential guide for the whole brand team. New Jersey: John Wiley & Sons.

Kotler, P., Armstrong, G., Wong, V, Saunders, J. (2008). Principles of Marketing. Harlow: Pearson Education Limited.

Armstrong, G., Kotler, P. Harker, M. Brennan. R. (2015). Marketing; an introduction. New Jersey: Pearson Prentice Hall.

Ries, A. and Trout, J. (2001). Positioning the Battle for your Mind. New York: McGraw-Hill.

Haig, M. (2008). Brand Failures. London: Kogan Pages.

Elliott, R and Percy, L. (2007). Strategic Brand Management. New York: Oxford University Press.

Schroeder, E, J. and Salzen-Morling, M. (2006). Brand culture. London: Routledge Taylor and Francis group.

Davis, M. (2009). The Fundamental of Branding. Switzerland: AVA Academia.

Kotler, P., Keller, L, V., Brady, M., Goodman, M., Hansen, T. (2009). Marketing Management. Essex: Pearson Education Limited.

Lury, C. (2011). Consumer Culture. Cambridge: Polity Press.

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Illustrated report

Assessment Type: Formative
Feedback: Student self-evaluation with group tutorial feedback. Group discussion by the students about their plan for the assignment.
Final Assessment: No
Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Illustrated report	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Illustrated report	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Illustrated report	100%