FACULTY OF FINE ARTS AND DESIGN
Department of Textile and Fashion Design
FFD 304 | Course Introduction and Application Information
| 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 StudyCritical feedbackJurySimulationLecture / Presentation | |||||
| 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;
|
| Course Description | This course offers fundamental knowledge about the strategic branding process and a basic demonstration of visual identity design for creative personal branding. |
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses |
X
|
|
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| 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, 1st 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, 1st Edition 2000 ASIN : B000FC10H0 |
EVALUATION SYSTEM
| 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 |
ECTS / WORKLOAD TABLE
| 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
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
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. |
X | ||||
| 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. |
|||||
| 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. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
NEWS |ALL NEWS
'Wish Tree' and 'Water Drop' brought awards
Nurdan Ahsen Fıçıcı and Gözde Ağca, graduates of İzmir University of Economics (IUE) Textile and Fashion Design Department, won the awards in
Apptitude application and evaluation for 2021-2022 academic year
Izmir University of Economics Textile and Fashion Design Department online apptitute applications start on Wednesday, August 4th...
111-piece private collection will be exhibited with a fashion show
The 111-piece private collection prepared by senior students of Department of Textile and Fashion Design, Faculty of Fine Arts and Design, Izmir
Works reflecting the pandemic are in Ukraine
Prof. Dr. Elvan Özkavruk Adanır, Head of Department of Textile and Fashion Design, Izmir University of Economics (IUE), and Asst. Prof. Duygu
Special 216-piece collection for environmental fashion
Izmir University of Economics (IEU) Faculty of Fine Arts and Design collaborated with Sun Tekstil to raise awareness about giving priority to
Special collection of 228 clothes for consumption frenzy
Senior students of Department of Textile and Fashion Design, Izmir University of Economics (IUE) created special collections inspired by recyclable clothing, zero
Artwork to promote the Turkish coffee culture worldwide
10 artworks of Prof. Dr. Elvan Özkavruk Adanır from Izmir University of Economics (IUE), in which she transferred coffee cup figures on
Founded the brand of healthy fashion
With the pandemic, Dilara Karaca, a fashion designer from Izmir University of Economics, created her own brand by turning the intense demand,
300 puppets for ‘therapy’ for earthquake child survivors
Finger puppets to be used in the psychological therapy of children affected by the 6.6 magnitude earthquake that took place in Izmir
Chosen among 150 artists and represented Turkey
The works of Prof. Elvan Özkavruk Adanır, Head of Department of Textile and Fashion Design, Faculty of Fine Arts and Design, Izmir
Apptitute application and evaluation for 2020-2021 academic year
Apptitute application and evaluation for 2020-2021 academic year You can follow the details of the 2020-21 Academic Year Special Talent Application and Evaluation
IUE’s Digital Graduation Exhibition and Fashion Show
While seniors of Faculty of Fine Arts and Design, Izmir University of Economics (IUE), successfully complete their education journeys with distance education
IUE Fashion Designers Collect Awards at the Leather Design Competition
Fashion designers from Izmir University of Economics crown their success by awards. Arzu Birdal, graduate of Department of Fashion and Textile Design,
Her design for babies got an award
Hilal Karakaş, a senior at Department of Fashion and Textile Design, Izmir University of Economics (IUE), came in second place at the
Children made their own new year’s gifts
Students and academics of Izmir University of Economics (IUE) attended a “Sock Doll Design Workshop” with children in Koruncukköy, Urla. 39 female
Sustainable designs by IUE fashion designers
Students of Department of Fashion and Textile Design, Faculty of Fine Arts and Design, Izmir University of Economics (IUE) will be presenting
‘No Place like Home’ exhibition by an Irish artist
Angela Burns, Lecturer at Department of Fashion and Textile Design, Faculty of Fine Arts and Design, Izmir University of Economics (IUE), is
She was inspired by the Japanese philosophy
Hilal Karakaş, fourth year student at Department of Fashion and Textile Design, Izmir University of Economics (IUE), has been awarded the special
Salvaged Leather Exhibition / İyi Tasarım İzmir_4
Having been the part of Good Design İzmir 4 organized by İzmir Mediterranean Academy with the theme of “Cycles”, Salvaged Leather Exhibition
IUE Fashion and Textile Design Department 2018-2019 graduation fashion show
Seniors of Department of Fashion and Textile Design, Faculty of Fine Arts and Design, Izmir University of Economics (IUE) completed their education
İzmir University of Economics Faculty of Fine Arts and Design Graduation Exhibition and Fashion Show
Graduation Projects of Izmir University of Economics, Fine Arts and Design Faculty 2018-2019 graduates will be presented at the end of year
IUE Fashion and Textile Design Department left its mark on Atlas Global's launch
Our designs are now flying around the world. She got inspired by paper planes and designed cabin crew uniforms for Atlasglobal Airlines.
Workshop with Private TAKEV Primary-Secondary School Painting and Ceramics Club students
Our Head of Department Prof. Elvan Özkavruk Adanır and Atelier Chef Filiz Deniz conducted a print workshop for Private TAKEV Primary-Secondary School
Fashion and Textile Design Department hosted successful fashion designer Hatice Gökçe...
One of the pioneers of contemporary menswear designer in Turkey, Hatice Gökçe visited studio course of final year students, she shared her
Contemporary designs for mythological characters
Students of the Department of Fashion and Textile Design, Faculty of Fine Arts and Design, Izmir University of Economics (IUE) were inspired
Bauhaus is 100 years!
We will be happy to see you at the event that we will perform within the celebration of the 100th anniversary of
Design, quality and comfort in bridal gown
IUE graduate, fashion designer Duygu Karasu went global at the 13th If Wedding Fashion Izmir Fair. Karasu, who attracted great attention with her
3D Printed fashion
Textile met with technology. Izmir University of Economics (IUE) Faculty of Fine Arts and Design, Department of Fashion and Textile Design created
2018-2019 Fall fashion show
41 young fashion designers displayed their designs at the 2018 – 2019 Fall Semester Fashion Show of the Department of Fashion and
Fashion and Textile Design Department Fall Fashion Show
Fashion and Textile Design students’ collections will be presented during The Fashion Show on 27th December 2018, at IUE Balçova Campus, D Block,
We hacked Atlas Global cabin crew's style...
The cabin crew uniform design competition, sponsored by Atlasglobal and Hugo Boss, brought together the students from Izmir University of Economics and
Floating Forest Printing Workshop & Good Design İzmir_3
Within the scope of Good Design İzmir_3 organized by İzmir Mediterranean Academy, Dilek Himam Er (Faculty Member of Department of Fashion and
Good Design İzmir_3 / ÜTAS Exhibition
Within the scope of Good Design_3 events held under the theme “together”, UTAS Design and Art Schools Graduation Projects Exhibition opened in
Agora Fashion Fest 6 – Fashion and Textile Design Department Exhibition
Within the 6th Fashion Fest organized by Agora Shopping Center, the designs of the 2nd, 3rd and 4th Grade students of our
Mavibahçe Shopping Fest - Fashion and Textile Design Department Exhibition
Within the Shopping Festival organized by Mavibahçe Shopping Mall, the designs of 2nd, 3rd and 4th Grade students of the Faculty of
“Hack Our Style” Cabin crew uniform design competition
Cabin crew uniform design competition, sponsored by Atlasglobal and Hugo Boss, brought together the students from Izmir University of Economics and Dokuz
2018 Spring Fashion Show
The collections of Izmir University of Economics, Fashion and Textile Design students will meet with the audience on the 23rd of March,
Dressing a Nation: Sümerbank Patterns Between the Years of 1956-2000
The Sümerbank Archive enriched with new donations will be presented to Ankara audience in Çankaya Municipality Contemporary Art Center between 12 January-12
Derin Fikirler Leather Design Contest: 2nd Prize to Özgün İnce Oğlu
Özgün İnceoğlu, one of our graduates of 2016, was deemed worthy to the 2nd prize in the 7th “Derin Fikirler” leather design