This course approaches the brand as an integrated strategic system rather than merely a logo. Students learn to analyze the market, audience, and competitors, and to define the brand’s market positioning. They explore the concept of brand strategy and the development of the brand’s vision, mission, values, and promise. The course covers defining brand personality, tone of voice, and competitive advantages, as well as translating strategy into cohesive visual and communication decisions. The aim is to enable students to approach branding from a strategic perspective before moving on to visual identity design.

By the end of the course, students will be able to:
• Analyze the brand and the market.
• Study the audience and competitors.
• Define brand positioning.
• Develop a brand strategy.
• Define the vision, mission, and values.
• Define the brand promise.
• Define the brand personality.
• Translate strategy into an actionable creative direction.

Related Careers
• Brand Strategist
• Branding Designer
• Brand Consultant
• Creative Strategist
• Art Director
• Brand Manager
• Creative Director