Course

OPEN ELECTIVES-UG (Arts , Humanities and Commerce)

Unit 1

Introduction to Branding Concepts

Definition of branding. Importance of brand consistency. Brand vs. product.

Unit 2

Elements of Brand Identity

Logo design and visual identity. Brand colors, typography, and imagery.

Unit 3

Brand Strategy and Positioning

Target audience identification. Unique selling proposition (USP). Brand positioning matrix.

Unit 4

Brand Communication and Marketing

Creating brand messages. Social media branding. Content marketing for brand awareness.

Unit 5

Brand Management and Evaluation

Brand audits and assessments. Tracking brand performance. Rebranding considerations.

Course Objective:

Students will develop a basic understanding of branding techniques, strategies, and creative elements. They will learn how to create and manage effective brand identities.

Course Outcomes:

CO1: Identify key branding concepts and terminology. Recall the importance of consistent brand messaging.

CO2: Explain the elements that contribute to a strong brand identity. Describe the role of branding in marketing and communication.

CO3: Develop basic brand guidelines (e.g., logo usage, color palette). Create simple brand collateral (e.g., business cards, letterheads).

CO4: Evaluate existing brand identities (case studies). Analyze brand consistency across different touchpoints.

CO5: Assess the effectiveness of branding strategies. Critique brand messaging for alignment with organizational goals.

CO6: Design a basic brand identity for a fictional company. Develop a brand positioning statement.

References:

1. Michael Johnson – Branding: In Five and a Half Steps – Thames and Hudson
2. Donald Miller – Building a Story Brand – Harper Collins
3. Alina Wheeler – Designing Brand Identity – Wiley
4. Marty Neumeier – The Brand Gap – New Riders Publication
5. Al Ries, Laura Ries – 22 Immutable Laws of Branding – Profile Books
6. David Airey – Identity Designed: The Definitive Guide to Visual Branding – Rockport Publishers