Advanced Branding and Brand Development
Objectives
The course aims to take students through the process of creating a new brand using primary data, as well as to provide advanced level knowledge of specialized branding topics, such as verbal and visual identity.
The course is geared towards two types of learners:
Students with previous branding experience (having taken the 2327 Brand Management course) who want to expand their branding knowledge and skills into more advanced and specialized topics focusing around New Brand Development.
Entrepreneurship students / entrepreneurs interested in learning how to develop a new brand for their own company
General characterization
Code
2634
Credits
7
Responsible teacher
Sofia Kousi
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
n/a
Bibliography
Cases (link to be provided to download from the Harvard Education site)
Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies; By: Stephen A. Greyser, Peter L. Phillips ; 1999, #: DMI001-PDF-ENG
Brand Storytelling at Shinola , By: Jill Avery; Giana M. Eckhardt; Michael Beverland , 2020; 520102-PDF-ENG
Main recommended (not required) textbooks:
Kapferer (2012) The new strategic brand management , 5 edition, Kogan Press.
Keller, Aperia, Georgson (2012) Strategic brand management, A European Perspective , 2 edition, Prentice Hall.
Jim Signorelli (2017) StoryBranding 2.0: Creating Stand-Out Brands Through The Power of Story,2 edition, nd Story-Lab Publishing.
Wally Olins (2008) The Brand Handbook , 1 edition, Thames Hudson.
Alina Wheeler & Debbie Millman (2017) Designing Brand Identity: An Essential Guide for the Whole Branding
Team, 5 edition, Wiley
Teaching method
The course covers the topics outlined above through the combination of learning techniques, taking into consideration different learning styles. The course uses Project Based and active learning at its core through the development of the group project. Lectures are used to provide a solid theoretical background. Case studies are used to bring the theoretical concepts to life and enhance comprehension through discussion. Finally, direct application of the theory is enabled through the Brand Development project. Team consultation with the instructor will provide students with specific feedback on their work throughout the process. In the end, students will reflect on their personal learning from this process in an individual reflection activity.
Evaluation method
40% - Individual: Final exam 10% - Individual reflection on the Group Project (essay format)
50% - Group: New brand development project
Subject matter
The core of the course is structured around the group project, which is done in collaboration with NovaSBE?s Entrepreneurship ecosystem. Each team will work on a consulting style project with one of the eligible startups from Nova?s ecosystem to develop their brand, focusing on the following steps:
Brand positioning opportunity identification
Brand Strategy Development
Verbal identity expression