Image and Branding

Learning Outcomes

Knowledge and Understanding

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

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

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

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

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• 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.
• communicate your ideas and concepts effectively;

Indicative syllabus content for this module may include:

• Exploring definitions of Branding
• Visual branding and Brand Signatures
• Brand narratives, image and identity perspectives
• Brand Culture and globalisation
• Decoding aesthetics including packaging design
• Brand communication
• Digital Marketing and Branding
• Branding ethics and Corporate Social Responsibility
• Understanding brand consumers
• Brand Image; stakeholder perspectives

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.

Resources & Reading list

Textbooks

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

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

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

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

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

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

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

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

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

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

Formative

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

Summative

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

Referral

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

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.