Core Module Information
Module title: Branding

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

Module code: DES09631
Module leader: Richard Firth
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:

Upon completion of this module, you will be able to:
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

Indicative References and Reading List - URL:
Contact your module leader