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  2. Brand Expression [BRA6001]

Faculty of Education and Arts

School: Communications and Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Brand Expression

  • Unit Code

    BRA6001

  • Year

    2015

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    20

  • Full Year Unit

     N

  • Mode of Delivery

Description

This unit focuses on understanding the visual elements of the branding process including brand identity, brand naming andbrand design. These elements form the essential management tools of successful brand expression and communication.

Non Standard Timetable Requirements

Seminar

Learning Outcomes

On completion of this unit students should be able to:

  1. Construct a brand management tool kit.
  2. Critically evaluate the relevance of creative decision making.
  3. Determine the way design influences a brand's communication.
  4. Formulate strategies for effective creative briefing.
  5. Generate and develop brand design ideas.
  6. Identify the elements of visual language in branding.

Unit Content

  1. Case studies.
  2. The critical tools for managing effective brand expression.
  3. The elements of visual language in branding.
  4. The historical and contemporary context of brand expression.
  5. The relevance of creative decision making in the brand process.

Additional Learning Experience Information

Seminars Workshops

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
Case StudyBrand Analysis30%
PresentationContemporary Brand Expression 20%
ProjectBrand management toolkit50%

Text References

  • Ries, A., & Ries, L. (2002). The 22 immutable laws of branding. New York: Harper Business.
  • Simmons, J. (2009). Brands and branding. (2nd ed.). London: Bloomberg Press.
  • Tai, J. (2009). Get a name. Singapore: Marshall Cavendish.
  • Adamson, A.P. (2007). Brand simple. New York: Palgrave.
  • Wheeler, A. (2012). Designing brand identity. (4th ed.). New York: Wiley.

Journal References

  • Walsh, M.F., Winterich, K.P., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19 (2), 76-84
  • Balmer, J.M.T. (2011). Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm. European Journal of Marketing, 45 (9/10) 1329-1352
  • Jorda-Albinana, B., Ampuero-Canellas, O., Vila, N., & Rojas-Sola, J.I. (2009). Brand identity documentation: a cross-national examination of identity standards manuals. International Marketing Review, 26 (2), 172-197
  • Green, R.D. (2010). World famous: How to give your business a kick-ass brand identity. Journal of Product & Brand Management, 19 (5) 381-391

Website References

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

BRA6001|1|1

Faculty of Education and Arts

School: Communications and Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Brand Expression

  • Unit Code

    BRA6001

  • Year

    2015

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    20

  • Full Year Unit

     N

  • Mode of Delivery

Description

This unit focuses on understanding the visual elements of the branding process including brand identity, brand naming andbrand design. These elements form the essential management tools of successful brand expression and communication.

Non Standard Timetable Requirements

Seminar

Learning Outcomes

On completion of this unit students should be able to:

  1. Construct a brand management tool kit.
  2. Critically evaluate the relevance of creative decision making.
  3. Determine the way design influences a brand's communication.
  4. Formulate strategies for effective creative briefing.
  5. Generate and develop brand design ideas.
  6. Identify the elements of visual language in branding.

Unit Content

  1. Case studies.
  2. The critical tools for managing effective brand expression.
  3. The elements of visual language in branding.
  4. The historical and contemporary context of brand expression.
  5. The relevance of creative decision making in the brand process.

Additional Learning Experience Information

Seminars Workshops

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
Case StudyBrand Analysis30%
PresentationContemporary Brand Expression 20%
ProjectBrand management toolkit50%

Text References

  • Simmons, J. (2009). Brands and branding. (2nd ed.). London: Bloomberg Press.
  • Tai, J. (2009). Get a name. Singapore: Marshall Cavendish.
  • Adamson, A.P. (2007). Brand simple. New York: Palgrave.
  • Ries, A., & Ries, L. (2002). The 22 immutable laws of branding. New York: Harper Business.
  • Wheeler, A. (2012). Designing brand identity. (4th ed.). New York: Wiley.

Journal References

  • Walsh, M.F., Winterich, K.P., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19 (2), 76-84
  • Balmer, J.M.T. (2011). Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm. European Journal of Marketing, 45 (9/10) 1329-1352
  • Green, R.D. (2010). World famous: How to give your business a kick-ass brand identity. Journal of Product & Brand Management, 19 (5) 381-391
  • Jorda-Albinana, B., Ampuero-Canellas, O., Vila, N., & Rojas-Sola, J.I. (2009). Brand identity documentation: a cross-national examination of identity standards manuals. International Marketing Review, 26 (2), 172-197

Website References

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

BRA6001|1|2