Outcome Chart - Alberta - COM2155: Brand Identity

COM2155: Brand Identity

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

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

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

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

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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

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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

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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

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

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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

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