After a proper brand brief has been established, the process of creating the brand identity begins. In Module 3 the significance of creating a unique brand identity and personality is stressed. The process is performed from the birth of a brand to preparations for its introduction to the market and maintaining its communication. Special emphasis is given to creating characteristic brand codes that stress the brand personality. Module 3 represents possible creative approaches that help build a brand so as to become a strong market personality with a clear vision and values and that radiates the right promises in the right way. The brand identity is covered from creating the brand name and visuals through to the fields of packaging and media communications.

In MODULE 3 participants acquire the following knowledge and related skills:

• The obsession and passion of brands – from brand ideology, brand capability through to brand consumers and the brand environment
• The brand identity and its role during the whole brand lifecycle
• Transformation of a brand personality into a brand identity
• Sources and contents of a holistic brand identity
• From identity to reality
• Creative brief – creating the determiners of brand ego
• Out-of-the-box vs. in-the-box thinking in the brand creation process
• New meanings of brands – in shape, name and perception
• Brand names – their role and meaning for brand success
• The visual identity of brands and the importance of different applications
• Brand identity codes – determiners of the brand image – typefaces, symbols & signs, colours, materials, words, sounds, gestures, virtuality…
• The role of brand senses in building a unique brand identity
• How to measure the impact of brand codes on human senses
• Transformation of a brand personality and its DNA into visuals, market communications, product shapes, packaging, PR, digital applications...

Lecturers:

Marko Vičič – Head of MODULE 3
Žare Kerin
Magnus Lindkvist
Andrej Pompe