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      FACULTY OF FINE ARTS AND DESIGN

      Department of Textile and Fashion Design

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      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 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

       

      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.

      -
      -
      -
      -
      -
      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.

      -
      -
      -
      -
      -

      *1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest


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