Image and Branding (Dalian)

Learning Outcomes

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
• methods of developing and communicating brand identity visually;
• the theoretical and practical social and economic factors related to branding, visual identity, and advertising;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• identify independent research methodologies;
• communicate effectively in the presentation of ideas and concepts;
• research and analyse a range of interdisciplinary materials to support your work

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 existing brands, visual identity and marketing campaigns;

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

Teaching and learning methods

Teaching methods include:

• lectures
• group seminars

Learning activities include:

• seminars
• group discussion/critiques
• peer group learning
• field trip

Relationship between the teaching, learning and assessment methods and the planned learning outcomes:

In this module learning and teaching activities focus on analysing an existing brand to further your awareness of branding, marketing and visual communication techniques. 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.

Feedback on your progress and development will be given via group discussions and feedback on a written draft. Preparatory and on-going reading enables you to situate your work within existing literature and frameworks.

Resources & Reading list

Internet Resources

Academic Integrity support.

Harvard citing and referencing support including citethemright online resource.

Study Skills Workshops.

Blackboard.

The Academic Skills Library page for study skills support.

Textbooks

Park, Craig (2013). The Architecture of Image: Branding Your Professional Practice. Aquilan Press.

Johnson, Michael (2016). Branding: In Five and a Half Steps. Thames & Hudson.

Brierley, Sean (1995). Advertising Handbook. Routledge.

Klein, Naomi (2001). No Logo. Flamingo.

Mono Design (2005). Branding. RotoVision.

Williamson, Judith (1994). Decoding Advertisements: Ideology and Meaning in Advertising. Marion Boyars Publishers.

Paulicelli, Clark (2009). The Fabric of Cultures: Fashion, Identity and Globalisation. Routledge.

Godin, Seth (2018). This is Marketing: You Can’t Be Seen Until You Learn To See. Portfolio Penguin.

Bignell, Jonathan (2002). Media Semiotics. Manchester University Press.

Rivers, Charlotte (2002). Identify. RotoVision.

Davis, Melissa (2005). More Than A Name. AVA Publishing.

Pavitt, Jane (2002). Brand New. V&A Museum Publications.

Olins, Wally (2003). Wally Olins On Brands. Thames and Hudson.

Kotler, Phillip, Saunders, John, Armstrong, Gary (2004). Principles of Marketing. FT Prentice Hall.

Wheeler, Alina (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team. John Wiley & Sons.

Formative

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

Draft essay

• Assessment Type: Formative
• Feedback: The purpose of formative feedback is to enhance your learning, help you understand how your work is developing how you can improve it in the future. There are no marks attached to formative assessment and it will not count towards your final mark. You will receive feedback through seminars, tutorials and critiques
• Final Assessment: No
• Group Work: No

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.

Repeat Information

Repeat type: Internal