Core Module Information
Module title: Branding

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: DES09131
Module leader: Gary Lunt
School School of Arts and Creative Industries
Subject area group: Media and Humanities


Description of module content:

Drawing upon historical, aesthetic and artistic material this module begins by looking at icons, signs and visual communication within a broad socio-historical context. From this starting point we will be looking at the emergence of branding and advertising as influential in relation to conspicuous consumption and how this has developed within the online/digital arena. Classic brand designs, strategies and notions of differentiation, humans as brands (Obama, Beckham etc.) all lead to a consideration of brands as vessels of meaning and tribalism. Key to this process is how to create and maintain brand loyalty.
This module will conclude by looking at active user participation in brand identities (WEB 2.0), successful designs, the role and importance of both narrative and emotion and brands as fixed social entities.

Learning Outcomes for module:

LO1: Evaluate the historical evolution of branding, aesthetics and visual cultures
LO2: Examine the relationship between design and creative strategy to specific branding opportunities and needs
LO3: Evaluate the linkage of the branding process to advertising, PR & the consumer.
LO4: Critically reflect on debates, ideas and formulations on successful branding in commercial and aesthetic settings
LO5: Apply knowledge and skills to creative assignments in branding.

Full Details of Teaching and Assessment
2023/4, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Gary Lunt
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Tutorial 2
Face To Face Lecture 12
Face To Face Practical classes and workshops 24
Independent Learning Guided independent study 162
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 50 1,2,4 9 HOURS= 00.00, WORDS= 2000
Project - Written 50 3,5 14/15 HOURS= 0, WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL: