Introduction to Cross Cultural Brand Identity Strategy
Unit code: HDCC670
| Credit points | 12.5 Credit Points |
| Duration | One semester |
| Contact hours | 36 hours per semester |
| Campus | Online, Prahran |
| Prerequisites | HDG530 Research Methods for Design HDG531 Fundamental Design Studio |
Related course(s)
An elective unit of study in the Specialisation titled Cross-Cultural Brand Identify Design, offered onsite and online within the Master of Design (Design Anthropology), Master of Design (Communication Design), Master of Design (Digital Media Design) , Graduate Diploma of Design (Design Anthropology), Graduate Diploma of Design (Communication Design) and Graduate Diploma of Design (Digital Media Design) programs.
NOTE: This unit will be offered subject to student enrolment numbers.
Aims and objectives
This unit aims to introduce students to the major concepts and practices of cross-cultural design applied to the development of brand identities for a global market. Students are required to select two specific cultures and analyse the values, aesthetics, and semiotics of each culture in order to design a brandmark and brand identity guide that resonates with both cultures. On successful completion of this unit the student should be able to:· Articulate the concepts of global brand identity, cross-cultural values and aesthetics, and design strategy· Develop theoretical frameworks regarding the ethics and aesthetics of cross-cultural design
· Appropriately select methodologies to evaluate the values, aesthetics, and semiotics of cultures and brands
· Adapt the elements of brand identity to a global context
· Develop a brand identity strategy appropriate to a cross-cultural context
Teaching methods
This unit is delivered through face-to-face and/or online lectures and tutorials. It includes group discussions, site visits, demonstrations and critiques.Assessment
Weekly Concept Blog 25%Project Brief 1: Global Brandmark 25%
Project Brief 2: Global Brand Identity Guideline 50%
Generic skills outcomes
Given the global market into which design students enter, HDCC670 Introduction to Cross Cultural Brand Identity Strategy produces students with the following Graduate Attributes:
· Adaptable and able to manage change
· Aware of local and international environments in which they will be contributing (e.g. socio-cultural, economic, natural)
· Entrepreneurial in contributing to innovation and development within their business, workplace or community
HDCC670 Introduction to Cross Cultural Brand Identity Strategy provides students with the following Key Generic Skills:
· Analysis skills
· Problem solving skills
· Ability to tackle unfamiliar problems
· Ability to work independently
· Adaptable and able to manage change
· Aware of local and international environments in which they will be contributing (e.g. socio-cultural, economic, natural)
· Entrepreneurial in contributing to innovation and development within their business, workplace or community
HDCC670 Introduction to Cross Cultural Brand Identity Strategy provides students with the following Key Generic Skills:
· Analysis skills
· Problem solving skills
· Ability to tackle unfamiliar problems
· Ability to work independently
Reading materials
Van Gelder, S 2003, Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures, and Markets, Kogan Page Publishing, London.Wheeler, A 2009, Designing Brand Identity: an Essential Guide for the Whole Branding Team, 3rd edition, John Wiley and Sons, Hoboken, NJ.
Additional references will be made available via Blackboard or another online platform.
