Design Research - Strategic Brand Management
Unit code: HDCD613
| Credit points | 12.5 Credit Points |
| Duration | 1 semester |
| Contact hours | 36 hours per term |
| Campus | Prahran |
Related course(s)
A unit of study in the Graduate Diploma of Design (Communication Design) and the Master of Design (Communication Design) programs.
Aims and objectives
This unit aims to provide students with an understanding of the development of communication strategies in contemporary design, especially branding programs.
In this unit, students will:
- Develop an advanced understanding of the principles of strategy in identity design.
- Develop understanding of the breadth of research required for strategic brand management.
- Analyse and apply this knowledge creatively in strategic recommendations.
- Demonstrate advanced practice in the development of brief and proposal documents.
- Gain experience in both individual and group projects, modelling industrial practice.
Teaching methods
This is a lecture and discussion based subject with guest speakers where appropriate, group discussion of readings and research, and constructive critique of work in progress. Participants are expected to attend all seminars and present to the group.
Assessment
100% project work. Project briefs clearly define submission requirements and due dates but participants are responsible for actively participating in this process to develop a clear understanding of assessment requirements. Formative feedback is given throughout the semester to allow participants to develop their work for final submission. Assessment occurs at the end of the semester.
Content
This unit investigates the research, analysis and planning phase of a design project. Participants assess current methods of branding design and research and devise new methods of presenting client information and project aims. Projects focus on the skill of writing a design strategy document, presenting research and strategy documents to a client, and answering the aims of the project brief with clarity and purpose.
Reading materials
Aaker, D, Managing Brand Equity: capitalizing on the value of a brand name, Free Press, New York, 1991.
Baker, S, ‘Re-Reading The Corporate Personality,' Journal of Design History, Vol 2, No. 4, 1989.
Buchholz, A, et al., What Makes Winning Brands Different,Chichester, Wiley, 2000.
Kapferer, J, Strategic Brand Management, Kogan Page, London, 1992.
Keller, K, Strategic Brand Management, Prentice Hall, Saddle River, 1998.
Olins, W, Corporate Identity: making business strategy visible through design, Thames and Hudson, London, 1990.
Roberts, K, Lovemarks: the future beyond brands, Murdoch Books, 2004.
Trout, J, Big Brands, Big Trouble: Lessons learned the hard way, Chichester, Wiley, New York, 2001.
Baker, S, ‘Re-Reading The Corporate Personality,' Journal of Design History, Vol 2, No. 4, 1989.
Buchholz, A, et al., What Makes Winning Brands Different,Chichester, Wiley, 2000.
Kapferer, J, Strategic Brand Management, Kogan Page, London, 1992.
Keller, K, Strategic Brand Management, Prentice Hall, Saddle River, 1998.
Olins, W, Corporate Identity: making business strategy visible through design, Thames and Hudson, London, 1990.
Roberts, K, Lovemarks: the future beyond brands, Murdoch Books, 2004.
Trout, J, Big Brands, Big Trouble: Lessons learned the hard way, Chichester, Wiley, New York, 2001.
