FACULTY OF FINE ARTS AND DESIGN
Department of Industrial Design
FFD 304 | Course Introduction and Application Information
Course Name |
Branding in Design Industry
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
FFD 304
|
Fall/Spring
|
3
|
0
|
3
|
4
|
Prerequisites |
None
|
|||||
Course Language |
English
|
|||||
Course Type |
Elective
|
|||||
Course Level |
First Cycle
|
|||||
Mode of Delivery | - | |||||
Teaching Methods and Techniques of the Course | Case StudyCritical feedbackJurySimulationLecture / Presentation | |||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | This course is designed to help students understand brands, why brands matter, how brands create value and what contributes creating a successful brand, from a designer perspective. |
Learning Outcomes |
The students who succeeded in this course;
|
Course Description | This course offers fundamental knowledge about the strategic branding process and a basic demonstration of visual identity design for creative personal branding. |
|
Core Courses | |
Major Area Courses | ||
Supportive Courses |
X
|
|
Media and Management Skills Courses | ||
Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
Week | Subjects | Related Preparation |
1 | Week 1 : Introduction Course Introduction, Grade and Structure of the Course Explanation (Midterm Presentation Brief and Final Project Explanation) | |
2 | Week 2 : Introduction to the Branding -What is brand -What is Branding -What is Personal Branding and why do we need it | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 1 Jurgen Salenbacher, Creative Personal Branding: The Strategy to Answer: What's next (English Edition), BIS Publishers, 1st Edition 2013 |
3 | Week 3 : Introduction to the Branding -Idea and concept of “brand” -Brand equity: How brands build massive value, recognition and revenue -How brands surrounds us | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 1 |
4 | Week 4 : Investigate / Research -Where brands start at? -Problems / Opportunities Research | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 2 |
5 | Week 5 : Investigate / Research -Mapping, Interrogating and Understanding ideas -Unpacking a Strategic Problem -Market Research -Seeing the Market Gap | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 2 |
6 | Week 6 : Strategic Narrative of the Brand Core Purpose of the brand: What brands stands for (MTP: Massive Transformative Value) -Verbal Basis of the brand : Manifesto, Headline and different approaches | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 3 |
7 | Week 7 : Strategic Narrative of the Brand -Brand Ideals : Vision, Authencity, Differenciation, Coherence, Flexibility, Longevity, Commitment, Transparency & Sustainability, Innovation, Equity | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 3 Alina Wheeler, Designing Brand Identity, John Wiley & Sons Inc. USA, 5th Edition 2018, Chapter 2 |
8 | Week 8 : Presentations -10 minutes presentation about Brand research Final Project Brief / Kick-off | |
9 | Week 9 : Identity Design -Where design work starts in branding / designer’s involment -Translating Verbal Narrative of the brand into visual design -Naming of the brand -Creative Brief -Brand Architechture | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 4 Alina Wheeler, Designing Brand Identity, John Wiley & Sons Inc. USA, 5th Edition 2018, Chapter 9 Al Ries, Laura Ries, Michael Johnson, Branding: In Five and a Half Steps, Kindle, 1st Edition 2000, Chapter 3 |
10 | Week 10 : Identity Design -Clients & Perspectives -Connecting identity design with brand strategy -When to know branding process finishes -Project Reviews & Questions | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 5 Alina Wheeler, Designing Brand Identity, John Wiley & Sons Inc. USA, 5th Edition 2018, Chapter 9 |
11 | Week 11 : Brand Implementation -How to mix all ingredients of the brand -Without good implementation, brands fall apart -How to you make brands seen, heard and understood | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 6 |
12 | Week 12 : Brand Implementation -Single-minded application -Rule-making -Flexiblity / Adaptibility of the brand -Project Reviews & Questions | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 6 |
13 | Week 13 : Nurture / Review -Nurturing / Culturing the brand -Absorbing new ideas -Getting rid of outdated ideas -Project Reviews & Questions | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016, Chapter 7 |
14 | Week 14 : Final Project Presentation | |
15 | Week 15 : Evaluation of the Semester | Submission of a sample brand book (%30) for creative personal branding |
16 | Week 16 : Evaluation of the Semester |
Course Notes/Textbooks | Michael Johnson, Branding: In Five and a Half Steps, Thames & Hudson, 1st Edition September 2016 ISBN 9780500518960 |
Suggested Readings/Materials | Jurgen Salenbacher, Creative Personal Branding: The Strategy to Answer: What's next (English Edition), BIS Publishers, 1st Edition 2013 ISBN 9789063693152 Alina Wheeler, Designing Brand Identity, John Wiley & Sons Inc. USA, 5th Edition 2018 ISBN 9781119375418 Al Ries, Laura Ries, Michael Johnson, Branding: In Five and a Half Steps, HarperCollins e-books, 1st Edition 2000 ASIN : B000FC10H0 |
EVALUATION SYSTEM
Semester Activities | Number | Weigthing |
Participation |
1
|
10
|
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques | ||
Portfolio | ||
Homework / Assignments |
1
|
10
|
Presentation / Jury |
2
|
60
|
Project |
1
|
20
|
Seminar / Workshop | ||
Oral Exams | ||
Midterm | ||
Final Exam | ||
Total |
Weighting of Semester Activities on the Final Grade |
5
|
100
|
Weighting of End-of-Semester Activities on the Final Grade |
0
|
|
Total |
ECTS / WORKLOAD TABLE
Semester Activities | Number | Duration (Hours) | Workload |
---|---|---|---|
Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
Study Hours Out of Class |
10
|
2
|
20
|
Field Work |
0
|
||
Quizzes / Studio Critiques |
0
|
||
Portfolio |
0
|
||
Homework / Assignments |
1
|
3
|
3
|
Presentation / Jury |
2
|
20
|
40
|
Project |
1
|
9
|
9
|
Seminar / Workshop |
0
|
||
Oral Exam |
0
|
||
Midterms |
0
|
||
Final Exam |
0
|
||
Total |
120
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
#
|
Program Competencies/Outcomes |
* Contribution Level
|
|||||
1
|
2
|
3
|
4
|
5
|
|||
1 |
|
X | |||||
2 |
|
||||||
3 |
|
X | |||||
4 |
|
||||||
5 |
|
||||||
6 |
|
X | |||||
7 |
|
||||||
8 |
|
||||||
9 |
|
||||||
10 |
|
||||||
11 |
|
||||||
12 |
|
||||||
13 |
|
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
NEWS |ALL NEWS
Izu Peninsula project of IUE students
Invited by Shizuoka University of Art and Culture in Japan, 8 students from the Department of Industrial Design of Izmir University of
A ‘robot’ friend for the elderly
Onur Okutur (24), a graduate of Izmir University of Economics (IUE) Department of Industrial Design, has designed a robot named ‘Maya’ that
'Respect for History' award for renovation of a 150-year-old mansion
Dr. Elif Kocabıyık Savasta, Lecturer at Izmir University of Economics (IUE) Department of Industrial Design, and her husband Dr. Daniele Savasta bought
Artichoke inspired the ‘packaging’ industry
Alara Ertenü (21), student at Izmir University of Economics (IUE), Department of Industrial Design, produced bio-packaging using artichoke leaves and pea pods.
Made it among the most influential scientists in the world
Three professors from Izmir University of Economics (IUE) were included in the “World's Most Influential Scientists List”, announced by a special research
Design Talks Spring '22 starts with Michał Stefanowski
Third session of Design Talks series with Prof. Michal Stefanowski's talk titled "Socially Responsible Design" will be held on 01.04.2022.at 10:30 AM at D111 (4th
Young designer of hope playgrounds
Ezgi Yelekoğlu Baylan, a graduate of Izmir University of Economics (IUE) Department of Industrial Design, who turned her passion for design into
Design Talks Fall '21 continues with Dr. Saurabh Tewari
Design Talks, organized by the Department of Industrial Design, Faculty of Fine Arts and Design; Izmir University of Economics., proceeds with Saurabh Tewari’s