Brand Building in Advertising

The American College of Greece

Course Description

  • Course Name

    Brand Building in Advertising

  • Host University

    The American College of Greece

  • Location

    Athens, Greece

  • Area of Study

    Advertising

  • Language Level

    Taught In English

  • Prerequisites

    WP 1010 Introduction to Academic Writing
    WP 1111 Integrated Academic Writing and Ethics
    WP 1212 Academic Writing and Research
    CN 2301 Contemporary Mass Communication
    CN 3410 Communication in Advertising

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • US Credits

    3
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    DESCRIPTION: 
    Brand character and positioning through aesthetics and elements of style. Brand equity building and image communication. Image as an asset of organizations and brands. Forging an identity from inception of idea to brand bundle. Developing, refining, and communicating a unique brand. Emphasis on aesthetics, styles, dimensions, and synesthesia.

    RATIONALE: 
    Students will learn to recognize the importance of image in organizations and brands and in current management training. They will be able to manage an organization’s image, not only by avoiding placing short-term performance before the health of the brand but also by avoiding letting style supersede substance.

    LEARNING OUTCOMES:
    1. Demonstrate understanding of the professional roles involved in brand identity creation.
    2. Manage brands strategically by creating, developing and exploiting their assets.
    3. Compose concrete creative briefs consisting of strategy and execution.
    4. Identify the unique role of the brand “architects” and justify the need for a thorough repositioning process.
    5. Create a brand bundle communication that supports a unifying identity.

    METHOD OF TEACHING AND LEARNING:
    - Class Lectures
    - Interactive Learning (class discussions, group work, creative sessions)
    - Briefings
    - Blueprints
    - Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material.
    - Use of a Blackboard site, where instructors post lecture notes, assignment instructions, timely announcements, as well as 
    additional resources.