Corporate Identity and Branding

Aim

The aim is to provide knowledge about the importance, design and communication of brands and trademarks with a particular focus on visual brand communication. On conclusion of the course, the students shall be able to:

• describe and reflect upon the applicability of different theories, models and concepts in branding,
• describe how a brand is built, managed, developed and possibly liquidated
• describe methods for brand communication and the advantages and disadvantages of these methods
• analyse an existing brand using the above mentioned knowledge and display this in a scientifically founded report
• apply methods for creating and communicating visual identity,
• assess and evaluate the relationship between brand and visual identity.

Content

Brand theory. Brand communication. Visual identity and style guides. Brand management.