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
Tip sheets
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
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
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
- Gender Messages in Alcohol Advertising
- 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
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 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
- 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 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
- The Blockbuster Movie
7. identify copyright restrictions and permissions and put them into practice
MediaSmarts Resources
Lessons
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
- Camera Shots
- Diversity and Media Ownership
- Marketing to Teens: Marketing Tactics
- Television Broadcast Ratings
- Video Production of a Newscast
- Who’s Telling My Story?
Tip sheets