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 Study
Critical feedback
Jury
Simulation
Lecture / 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;
  • Will be able to describe the meaning, nature and strategy of branding
  • Will be able to analyze how brands build value to gain recognition and revenue
  • Will be able to define the scope of branding activity across the overall organizational context
  • Will be able to discuss the power of design and designers inside the branding process
  • Will be able to design a visual identity for their creative personal branding
Course Description This course offers fundamental knowledge about the strategic branding process and a basic demonstration of visual identity design for creative personal branding.

 



Course Category

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

To be able to equipped with theoretical and practical knowledge of industrial design, and to apply it to a variety of products, services and systems from conventional industries to urban scale with innovative and sustainable approaches

X
2

To be able to communicate design concepts and proposals for solutions, which are supported with quantitative and qualitative data, to specialists and non-specialists through visual, written, and oral means

3

To be able to equipped with the related theoretical and methodological knowledge of engineering, management, and visual communication that is required for interdisciplinary characteristic of industrial design; and to collaborate with other disciplines, organizations, or companies

X
4

To be able to equipped with the knowledge of history and theory of design, arts and crafts; and culture of industrial design

5

To be able to equipped with social, cultural, economic, environmental, legal, scientific and ethical values in the accumulation, interpretation and/or application of disciplinary information and to employ these values regarding different needs

6

To be able to develop contemporary approaches individually and as a team member to solve today’s problems in the practice of industrial design

X
7

To be able to define design problems within their contexts and circumstances, and to propose solutions for them within the discipline of industrial design considering materials, production technologies and ergonomics

8

To be able to use digital information and communication technologies, physical model making techniques and machinery, at an adequate level to the discipline of industrial design

9

To be able to employ design research and methods within the theory and practice of industrial design

10

To be able to recognize the need and importance of a personal lifelong learning attitude towards their chosen specialization area within the industrial design field

11

To be able to collect data in the areas of industrial design and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)

12

To be able to speak a second foreign language at a medium level of fluency efficiently

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


SOCIAL MEDIA

NEWS |ALL NEWS

Izmir University of Economics
is an establishment of
izto logo
Izmir Chamber of Commerce Health and Education Foundation.
ieu logo

Sakarya Street No:156
35330 Balçova - İzmir / Turkey

kampus izmir

Follow Us

İEU © All rights reserved.