KCOE 4005 - Branding and Word Design

Words are at the forefront of brand identities. They come first to solve brand problems, to define a brand purpose, brand name, brand language, and to create a consistent and long lasting relation with a brand audience. As an end result they increase brand value, through relevant differentiation. The program will therefore address overall branding questions offering a unique angle on the importance of words: when defining a brand and its reason for being, when helping a brand expressing itself, when implementing a brand and engaging its audiences.
Pierre NABHAN,Valentin JOOS
Enseignement électif
English
NC
Course taught in English Language: at least a level 4 in English language is required to register
Autumn and Spring 2024-2025
20 % individual participation (during the sessions and the group project) 45% individual presentation of a case study 35% collective – evaluation of the work done for the group project
12 x 2h00
Positioning, The Battle for Your Mind - Al Ries & Jack Trout
Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas Into Epidemics by Helping Your Customers Do the Marketing for You., Seth Godin
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Marty Neumeier
Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time – Matt Haig
Identités Visuelles, Jean-Marie Floch
Positioning, The Battle for Your Mind - Al Ries & Jack Trout
From Altoids to Zima - The Surprising Stories Behind 125 Famous Brand Names, Evan Morris