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Lecturer(s)
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Zdražil Martin, Mgr.
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Krčil Lukáš
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Course content
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unspecified
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Learning activities and teaching methods
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Dialogic (Discussion, conversation, brainstorming), Analysis of a presentation, Individual work of students, Dealing with situational issues - learning in situations
- Home preparation for classes
- 64 hours per semester
- Participation in classes
- 26 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| No prerequisites are specified for passing the course. |
| No prerequisites are specified for passing the course. |
| learning outcomes |
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| knowledge of the principles and methods of brand building |
| knowledge of the principles and methods of brand building |
| knowledge of strategic branding approaches |
| knowledge of strategic branding approaches |
| knowledge of design thinking in brand building |
| knowledge of design thinking in brand building |
| knowledge of brand components |
| knowledge of brand components |
| knowledge of creating assignments for brand building |
| knowledge of creating assignments for brand building |
| Skills |
|---|
| create an assignment for brand creation |
| create an assignment for brand creation |
| apply design thinking methods for brand buiding |
| apply design thinking methods for brand buiding |
| create a strategic plan for branding |
| create a strategic plan for branding |
| present the brand design to the client |
| present the brand design to the client |
| measure brand image |
| measure brand image |
| teaching methods |
|---|
| Knowledge |
|---|
| Analysis of a presentation |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Analysis of a presentation |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Skills |
|---|
| Practice exercises |
| Practice exercises |
| assessment methods |
|---|
| Knowledge |
|---|
| Preparation of a presentation |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Preparation of a presentation |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
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Recommended literature
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IDEO: The Human-Centered Design Toolkit.
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Aaker, D.A. Brand Building - bodování značky. Brno : Computer Press, 2003. ISBN 80-7226-885-6.
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Brown, Daniel M. Communicating design : developing web site documentation for design and planning. Berkeley, CA : Peachpit Press : New Riders, 2007. ISBN 321392353.
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Johnson, Michael. Branding: in five and a half steps. London: Thames & Hudson, 2016. ISBN 9780500518960.
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KELLER, K. L. Brand Management. 2nd ed. New Jersey: Prentice Hall. 2003. ISBN 0-13-041150-7.
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Keller, Kevin L. Strategic brand management: building, measuring, and managing brand. Harlow: Pearson, 2013. ISBN 978-0-273-77941-4.
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Neumeier, Marty. The brand flip: why customers now run companies - and howu to profit from it: a whiteboard overview. San Francisco, 2016. ISBN 9780134172811.
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Neumeier, Marty. The brand gap : how to bridge the distance between business strategy and design : a whiteboard overview. Rev. ed. Berkekley, CA : New Riders, 2006. ISBN 0-321-34810-9.
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Neumeier, Marty. The brand gap : jak překlenout propast mezi obchodní strategií a designem. Vyd. 1. Praha : AnFas, 2008. ISBN 978-80-254-2150-5.
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Norman, Donald, A. Design pro každý den.
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Olins, Wally. Brand new: nová podoba značek. Praha: Slovart, 2016. ISBN 9788075290472.
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