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
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