Module overview
This module will introduce a range of issues, terminology and theory focused on the subjects of branding and visual analysis. These ideas will be introduced by looking at case studies of existing brands and supporting campaigns to give a context to see the brand beyond their visual identity, but part of a whole creative process.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- methods of developing and communicating brand identity visually;
- trends and their impact on brand narrative
- 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:
- research and analyse a range of interdisciplinary materials to support your work
- identify independent research methodologies;
- communicate effectively in the presentation of ideas and concepts;
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- analyse existing brands, visual identity and marketing campaigns;
- critically evaluate visual branding and the evolution of brand signatures
Syllabus
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
Learning and Teaching
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.
Type | Hours |
---|---|
Teaching | 36 |
Independent Study | 114 |
Total study time | 150 |
Resources & Reading list
Internet Resources
Harvard citing and referencing support including citethemright online resource.
The Academic Skills Library page for study skills support.
Textbooks
Paulicelli, Clark (2009). The Fabric of Cultures: Fashion, Identity and Globalisation. Routledge.
Williamson, Judith (1994). Decoding Advertisements: Ideology and Meaning in Advertising. Marion Boyars Publishers.
Mono Design (2005). Branding. RotoVision.
Brierley, Sean (1995). Advertising Handbook. Routledge.
Olins, Wally (2003). Wally Olins On Brands. Thames and Hudson.
Rivers, Charlotte (2002). Identify. RotoVision.
Park, Craig (2013). The Architecture of Image: Branding Your Professional Practice. Aquilan Press.
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.
Johnson, Michael (2016). Branding: In Five and a Half Steps. Thames & Hudson.
Davis, Melissa (2005). More Than A Name. AVA Publishing.
Klein, Naomi (2001). No Logo. Flamingo.
Bignell, Jonathan (2002). Media Semiotics. Manchester University Press.
Pavitt, Jane (2002). Brand New. V&A Museum Publications.
Godin, Seth (2018). This is Marketing: You Can’t Be Seen Until You Learn To See. Portfolio Penguin.
Assessment
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.
Method | Percentage contribution |
---|---|
Essay | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Essay | 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.
Method | Percentage contribution |
---|---|
Essay | 100% |
Repeat Information
Repeat type: Internal