units

CDS2511

Faculty of Art, Design and Architecture

print version

6 points, SCA Band 1, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Faculty

Art, Design and Architecture

Organisational Unit

Department of Design

Coordinator(s)

Ms Robyn Robins

Unit guides

Offered

Caulfield

  • Second semester 2017 (Day)

Synopsis

A Brand is more than a logo. It's the narrative story of a product or service that makes people feel a certain way towards it. It is a persuasive and highly potent communication vehicle in which communication designers play a pivotal role.
This unit intends to develop students' comprehension of the value of branding and the development of brand awareness. Through a process of practical studio exercises and tutorials they will explore the development of a brand from the creation of a name, to the development of a logo or identity, to the building of an emotional cache attached to that mark and its applications. Key branding strategies will be explored, including target market identification, product positioning, and competitor analysis. Students will be encouraged to explore creative brand strategies that engage both established and emerging media. They will comprehend specific language and key terminology associated with the branding process. They will be exposed to leading exponents of branding that are both historic and contemporary and will be able to identify key strategies utilised in the creation of their success.

Outcomes

On successful completion of this unit, students will be able to:

  1. Utilise and understand key terminology and concepts associated with branding.
  2. Examine and discuss the historical milestones in the area of branding, including the the value of brands in a contemporary consumer culture.
  3. Engage with the various forms of established and emerging media key to the successful creation of a brand.
  4. Create a brand strategy beyond the creation of a logo and its applications.
  5. Critically analyse the range of strategies utilised by existing brands, including target market identification, product positioning, and competitor analysis.
  6. Understand and apply the rules of occupational health and safety appropriate to the discipline practice.

Assessment

100 mixed mode

Workload requirements

4 contact hours plus 8 hours of private study per week

See also Unit timetable information

Chief examiner(s)

Prerequisites