Brand Building in Advertising

DESCRIPTION: 
Brand character and positioning through aesthetics and elements of style. Brand equity building and image communication. Image as an asset of organizations and brands. Forging an identity from inception of idea to brand bundle. Developing, refining, and communicating a unique brand. Emphasis on aesthetics, styles, dimensions, and synesthesia.

RATIONALE: 
Students will learn to recognize the importance of image in organizations and brands and in current management training. They will be able to manage an organization’s image, not only by avoiding placing short-term performance before the health of the brand but also by avoiding letting style supersede substance.

LEARNING OUTCOMES:
1. Demonstrate understanding of the professional roles involved in brand identity creation.
2. Manage brands strategically by creating, developing and exploiting their assets.
3. Compose concrete creative briefs consisting of strategy and execution.
4. Identify the unique role of the brand “architects” and justify the need for a thorough repositioning process.
5. Create a brand bundle communication that supports a unifying identity.

METHOD OF TEACHING AND LEARNING:
- Class Lectures
- Interactive Learning (class discussions, group work, creative sessions)
- Briefings
- Blueprints
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material.
- Use of a Blackboard site, where instructors post lecture notes, assignment instructions, timely announcements, as well as 
additional resources.