FFD 304 | Course Introduction and Application Information - Department of Textile and Fashion Design

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 Lecture / Presentation
National Occupation Classification	-
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.
Related Sustainable Development Goals

Course Category	Core Courses
	Major Area Courses
	Supportive Courses	X
	Media and Management Skills Courses
	Transferable Skill Courses

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, 1^st 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, 1^st Edition 2000 ASIN : B000FC10H0

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

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

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to develop and design a collection independently.	-	-	-	-	-
2	To be able to do maintain a design research individually or as a team.	-	-	X	-	-
3	To be able to develop entrepreneurship- and managerial skills for a future professional practice.	-	-	X	-	-
4	To be able to understand, interpret and apply theoretical knowledge in fashion and textile design.	-	-	-	-	-
5	To be able to analyze and integrate the particular local and regional needs and of their profession.	-	X	-	-	-
6	To be able to obtain a multidisciplinary point of view, follow and analyze the new issues, changes and trends in contemporary design and art in such a way that they can be integrated into design practice.	-	-	-	-	-
7	To be able to apply industrial requirements, knowledge of material & usage and know-how knowledge in the creation of high quality fashion products.	-	-	-	-	-
8	To be able to use digital information and communication technologies at a level that is adequate to the discipline of fashion and textile design.	-	-	-	-	-
9	To be able to develop an ongoing analytical and professional approach to academic and design research.	-	-	-	-	-
10	To be able to recognize the need and importance of a personal lifelong learning attitude towards their chosen area of interest.	-	X	-	-	-
11	To be able to collect data in the areas of fashion and textile 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 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.	-	-	-	-	-