Branding: From Local to Global Strategies

SD5104 Branding: From Local to Global Strategies

Design Strategies

Elective

Level

Objectives

5

Credit value

3

This is a 5-session course designed as an introduction to branding concepts and

Pre-requisites

strategies, with a particular focus on globalization and branding in China. It will look

Nil

at the subject from marketing, design and user perspectives. This multi-dimensional approach will support the lectures, discussions and workshops encountered

Co-requisites

throughout the course. While this program contains elements of a traditional "brand

Nil

management" course, it is focused on strategies of design and culture, looking at

Exclusions
Nil

products and services, and large as well as small companies through case studies and in-class workshops. It is intended to provide both conventional and alternative approaches to branding strategies, while contextualizing its broader processes.

Intended learning outcomes
Upon completing the subject, students will be able to:

Professional skills
1

Understand different approaches to branding in the evolving global business environment. 2

Promote branding as a key tool in development and promotion of organizational mission and strategy.

3

Manage brand strategies to better understand and accommodate stakeholder needs and expectations.

Transferable skills
4

Ability to analyze and improve existing brand strategies.

5

Ability to design brand strategies and tactics as tangible expression of organizational direction.

6

Improved communication skills concerning the role of branding in the organization.

7

Improved understanding of how various disciplines interact in the development and execution of brand strategies.

Subject synopsis
Students will be introduced to:

Conceptual and practical knowledge
• What is Branding? – Basic introduction and vocabulary o Session 1.1 Introduction to Branding
§ Course plan and

References: Aaker, D. A. (2011). Brand relevance: Making competitors irrelevant. San Francisco, CA: Jossey-Bass. Baladi, J. (2011). The brutal truth about Asian branding and how to break the vicious cycle Calkins, T., & Tybout, A. (Eds.). (2005). Kellogg on branding: The marketing faculty of the Kellogg School of Management Heath, C., & Heath D. (2007). Made to stick: Why some ideas survive and others die? New York: Random House. Klein, N. (2000). No space, no choice, no jobs, no logo: Taking aim at the brand bullies Lockwood, T. (Ed.). (2010). Design thinking: Integrating innovation, customer experience, and brand value Porter, M. E. (1998). The competitive advantage of nations: With a new introduction. Wolf, M. (2004). Why globalization works. New Haven: Yale University Press.