GDA625 : Brand architecture in advertising / College of Creative Arts

This course is designed to provide a thorough knowledge of Brand Architecture. Collectively, this course focus on establishing the key foundations of branding and how to convey the complexity and significance of the long-term brand understanding the brand value proposition, brand personality, brand positioning, and brand task of brand maintenance, relationships and the distinction between brand image and identity. Students are presented with an overview of how brands are developed, brand research, and how companies develop brand management structures for advertising, and promotional purposes. The students will have an understanding many ways of strategizing, planning and evaluating brand strategies for the purpose of improved long-term profitability of brandings. Case studies of local and international firms will be conducted to further enhance the students understanding conceptually.