88943 Brand Strategy

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Subject handbook information prior to 2021 is available in the Archives.

Description

Building on the subjects Experience Economy and Experience Branding, this subject explores the relationship between branding, strategising and the implementation of a brand design. Key themes analysed in this subject include developing an understanding how strategy drives the creation of a brand experience, how strategic planning becomes a valuable tool in the design process, how research fuels the strategy making process, and the relation between human resources management and brand expression. Ultimately, the subject seeks to explore how design can be used to implement a brand experience that helps clients accomplish business objectives (including those of not-for-profit organisations).