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MKT208: Brand Management
and Visual Identity
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General Objectives :
This module introduces students to brand management and
brand visual identity to provide a foundation for further study in the
area of branding. It will also provide hands-on experience to
create a comprehensive visual brand identity. Through this
module, students will develop the skills and knowledge to design a
visual brand identity, how to follow proper brand management
processes to create a brand, and eventually they can effectively
manage brands in the business world. .
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Learning Outcomes:
Upon successful completion of this module, a student should be able to:
1. Gain a deep understanding of brand concepts like brand identity, brand loyalty, and brand
equity.
2. Gain the skills to communicate brand’s message clearly and consistently through both verbal
and visual channels
3. Develop a strong foundation in design principles like color theory, typography, and
composition. Learn how to use these principles to create visually appealing and effective
brand elements.
4. Learn how to create and implement branding guidelines that ensure consistency in the
application of your visual identity across all touchpoints
5. Create visual elements like imagery, color, and typography to tell the brand story and evoke
emotions in the audience.
6. Analyze successful brands and identify how they use visual identity to communicate their
message.
7. Create a sample brand and experiment with it by using different visuals.
8. Discuss how different industries/businesses/organizations effectively manage their brands
9. Experiment with different design tools and techniques to create a brand.
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Unit V: Branding Process
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“Branding is the art of differentiation” -David Brier
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What is Branding Process
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Conducting research: Phase 1 overview
Answering questions is relatively easy. Asking the right question is more difficult.
-Michael Cronan
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i. Baseline Information Gathering
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ii. Interviewing Key Stakeholders
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iii. Market Research
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Primary Research
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iv. Usability Testing
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Mini Class Activity (Group)
Discuss the benefits of Usability Testing?
• Anyone in the group can share your
group work!
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V. Marketing
Audit
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VI. Competitive Audit
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Mini Class Activity (Group)
Discuss the Competitive Audit process of
your chosen brand?
• Anyone in the group can share your
group work!
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VII. Language Audit
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The best identity designers have a strong understanding of
how to communicate effectively through the use of signs and
symbols, a keen sense of form and letterforms, and an
understanding of the history of design.
Hans-U. Allemann
Cofounder
Allemann, Almquist & Jones
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1. Logotype + Signature
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2. Look and Feel
You should be able to cover up the logo and still identify the company
because the look and feel is so distinctive.
Michael Bierut Partner, Pentagram
Look is defined by
color, scale,
proportion,
typography, and
motion.
Feel is experiential
and emotional.
Abbott Miller
Partner, Pentagram
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3. Color
Color is used to evoke emotion and express personality. In the sequence of visual perception,
the brain reads color after it registers a shape and before it reads content.
Color creates emotion, triggers
memory, and gives sensation.
Gael Towey Creative Director,
Martha Stewart Living
Omnimedia
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4.Typograpgy
The right typefaces embody, promote, and complement a great brand, whether it is a city, a
sports team, or a soft drink.
-Jeremy Dooley Founder, Insigne Design
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5. Branding Sound
What is audio architecture?
Audio architecture is the integration of music, voice, and sound to create experiences between
companies and customers.
-Muzak
Designing and integrating the right sound enhances the experience of a brand.
-Kenny Kahn Vice President of Marketing Muzak
Websites without sound are starting to sound naked.
- Blake Deutsch
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6. Animation
Animation can explain whatever the mind of man can conceive.
-Walt Disney
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8. Final Brand Presentation
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1. Website
A website is a living, breathing brand tool that needs to be cared for over time.
-Gavin Cooper Design Educator and Founder, www.work-in-process.org
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Mini Class Activity (Group)
Discuss Correspondence and its types?
• Anyone in the group can share your
group work!
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3. Business Card
A good business card is like a kick-ass tie; it won’t make you a better person, but it’ll get you some
respect.
-Sean Adams Partner, AdamsMorioka
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Mini Class Activity (Group)
Design a Business Card for your
Business?
• Anyone in the group can share your
group work!
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4. Signage
Signage can define a place and create a sense of community.
-Keith Helmetag
Signage helps people identify, navigate, and understand environments.
-Alan Jacobson
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Mini Class Activity (Group)
Discuss Product Design and Packaging
Process?
• Anyone in the group can share your
group work!
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