DV2003 BEYOND THE LOGO: INTRODUCTION TO BRANDING

In this introductory level course, you will be introduced to a theoretical overview of how branding is situated in our contemporary society and its roles through the lens of art, design and media. You will gain a broad understanding of the evolution of corporate brand communication and identity, brand consumption theories and patterns which led to the rise of various alternate brand movements. A basic anthropological analysis of brands as an economic force to becoming a cultural artefact will also be discussed. Through various analytical in-class exercises and hands-on assignments, you will gain theoretical and practical knowledge to develop a critical voice to make brand creation decisions.