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The University of Southampton

ARTD2119 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

Module Aims

• to introduce the key concepts associated with image, identity and branding; • to explore debates and trends impacting brand aesthetics; • to develop a broad appreciation of brand image issues and themes to inform your discipline.

Learning Outcomes

Knowledge and Understanding

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

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

Having successfully completed this module you will be able to:

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


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

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.

Wider reading or practice20
Follow-up work20
Completion of assessment task50
Preparation for scheduled sessions20
Total study time150

Resources & Reading list

Elliott, R and Percy, L. (2007). Strategic Brand Management. 

Schroeder, E, J. and Salzen-Morling, M. (2006). Brand culture. 

Lury, C. (2011). Consumer Culture. 

Wheeler, A. (2012). Designing Brand Identity: an essential guide for the whole brand team. 

Davis, M. (2009). The Fundamental of Branding. 

Kotler, P., Keller, L, V., Brady, M., Goodman, M., Hansen, T. (2009). Marketing Management. 

Kotler, P., Armstrong, G., Wong, V, Saunders, J. (2008). Principles of Marketing. 

Armstrong, G., Kotler, P. Harker, M. Brennan. R. (2015). Marketing; an introduction. 

Haig, M. (2008). Brand Failures. 

Ries, A. and Trout, J. (2001). Positioning the Battle for your Mind. 



Illustrated report


MethodPercentage contribution
Illustrated report 100%


MethodPercentage contribution
Illustrated report 100%


MethodPercentage contribution
Illustrated report 100%


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/ recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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