Outcome Chart - Alberta - COM2155: Brand Identity

COM2155: Brand Identity

1. explain the difference between brand and brand identity and how each is important

MediaSmarts Resources

Lessons

Buy Nothing Day

Celebrities and World Issues

Gender and Tobacco

Kellogg Special K Ads

Learning Gender Stereotypes

Marketing to Teens: Gotta Have It! Designer & Brand Names

Marketing to Teens: Marketing Tactics

Sports Personalities in Magazine Advertising

Tobacco Labels

Tipsheets

Building Your Brand: Establishing a Positive Presence Online

2. describe a brand’s primary functions; e.g., navigation, reassurance, engagement

MediaSmarts Resources

Lessons

Buy Nothing Day

Celebrities and World Issues

Gender and Tobacco

Kellogg Special K Ads

Learning Gender Stereotypes

Marketing to Teens: Alternate Ads

Marketing to Teens: Gender Roles in Advertising

Marketing to Teens: Gotta Have It! Designer & Brand Names

Marketing to Teens: Marketing Tactics

Sports Personalities in Magazine Advertising

Tobacco Labels

Tipsheets

Building Your Brand: Establishing a Positive Presence Online

3. examine the process used to establish branding, including:

  • conducting research
  • developing a strategy
  • designing identity
  • creating touch points
  • managing assets

MediaSmarts Resources

Lessons

Alcohol on the Web

Don’t Drink and Drive: Assessing the Effectiveness of Anti-Drinking Campaigns

Gender and Tobacco

Gender Messages in Alcohol Advertising

Hate 2.0

Kellogg Special K Ads

Learning Gender Stereotypes

Marketing to Teens: Alternate Ads

Marketing to Teens: Gender Roles in Advertising

Marketing to Teens: Gotta Have It! Designer & Brand Names

Marketing to Teens: Marketing Tactics

Online Marketing to Kids: Strategies and Techniques

Online Propaganda and the Proliferation of Hate

Sports Personalities in Magazine Advertising

Tobacco Labels

Watching the Elections

Tipsheets

Building Your Brand: Establishing a Positive Presence Online

4. identify and explore common brand touch points

4.1 define touch points

4.2 identify a variety of touch points and explain why and how a brand may use them; e.g., publications, speeches, packaging, experiences

MediaSmarts Resources

Lessons

Alcohol on the Web

Comparing Crime Dramas

Gender Messages in Alcohol Advertising

Hype!

Kellogg Special K Ads

Learning Gender Stereotypes

Marketing to Teens: Alternate Ads

Marketing to Teens: Gender Roles in Advertising

Marketing to Teens: Gotta Have It! Designer & Brand Names

Marketing to Teens: Marketing Tactics

Selling Tobacco

Sports Personalities in Magazine Advertising

Tobacco Labels

Tipsheets

Building Your Brand: Establishing a Positive Presence Online

5. create a brand

5.1 identify and interview stakeholders/target audiences

5.2 state mission and vision

5.3 conduct quantitative and qualitative market research; e.g., survey

5.4 write a creative brief outlining the basic precepts of the brand

5.5 create and justify name and tag line through research

5.6 design a logo with vector graphic software, considering:

5.6.1 various uses; e.g., black and white, spot colour, full colour

5.6.2 colour scheme

5.6.3 typography

5.6.4 application

5.6.5 presentation

5.6.6 touch points

5.6.7 legal needs; e.g., copyright, trademark

5.7 discuss the value of characters used in brand identity; e.g., Michelin Man

5.8 evaluate and critique a brand; e.g., vision, meaning, authenticity, differentiation, longevity, coherence, flexibility, commitment, value, sustainability

MediaSmarts Resources

Lessons

Thinking Like a Citizen

Thinking Like a Tobacco Company

Don’t Drink and Drive: Assessing the Effectiveness of Anti-Drinking Campaigns

Bias and Crime in Media

Buy Nothing Day

Celebrities and World Issues

Marketing to Teens: Marketing Tactics

The Price of Happiness

Watching the Elections

Challenging Hate Online

Hype!

Magazine Production

The Blockbuster Movie

6. manage branding assets

6.1 create a brand standards and guidelines document, containing:

6.1.1 appropriate logo use

6.1.2 visual style elements and how they should be used; e.g., signature, colour palette, typography, tone of voice, graphic devices

6.1.3 tagline application; e.g., “Freedom to create. Spirit to achieve.”

6.2 create a minimum of four branded touch points, using appropriate software and equipment by:

6.2.1 producing touch points following the guidelines and standards document for appropriate stakeholders/audience; e.g., letterhead, business card, packaging, advertising, favicon, Web site, signage

6.2.2 making use of technological advances in media production; e.g., program integration

6.2.3 combining media in a visually appealing composition and effective manner, where applicable

MediaSmarts Resources

Lessons

Thinking Like a Citizen

Thinking Like a Tobacco Company

Don’t Drink and Drive: Assessing the Effectiveness of Anti-Drinking Campaigns

Bias and Crime in Media

Buy Nothing Day

Celebrities and World Issues

Marketing to Teens: Marketing Tactics

The Price of Happiness

Watching the Elections

Challenging Hate Online

Hype!

Magazine Production

The Blockbuster Movie

7. identify copyright restrictions and permissions and put them into practice

MediaSmarts Resources

Lessons

Up, Up and Away? (TM)

11. identify possible life roles related to the skills and content of this cluster

11.1 recognize and then analyze the opportunities and barriers in the immediate environment

11.2 identify potential resources to minimize barriers and maximize opportunities

MediaSmarts Resources

Lessons

Broadcasting Codes

Camera Shots

Diversity and Media Ownership

Marketing to Teens: Marketing Tactics

News Journalism Across the Media: Summative Activities

Scripting a Crime Drama

Television Broadcast Ratings

Video Production of a Newscast

Violence on Film: The Ratings Game

Who’s Telling My Story?

You Be the Editor

Tipsheets

Building Your Brand: Establishing a Positive Presence Online