This module introduces the basic use of research techniques to analyse and understand the concepts of brand placement and brand identity. Students will be taught to develop a design brief based on the market research and will present their concept using PowerPoint and moodboards. Students will be exposed to the various research techniques in developing concepts in brand placement and brand identity. A visual material in the form of proposal will be required at the end of the module.

Students will learn to prepare this proposal using the appropriate computer packages. At the end of the module, students are required to present and communicate their design brief.

On successful completion of this module, the student should be able to:

1. Understand the information needed to formulate a design brief. (MQF1)
2. Have an awareness of brands and identifying key aspects of brand identity. (MQF4)
3. Produce visuals and text to communicate ideas, research and analysis succinctly. (MQF 5 and 7)


MQF Learning Outcome Area
MQF1 - Innovation, Knowledge and critical thinking skills MQF2 - Practical skills
MQF3 - Social skills & responsibilities
MQF4 - Values, attitudes, professionalism and ethics MQF5 - Communications, leadership and team skills MQF6 - Problem solving & scientific skills
MQF7 - Research, Information management and lifelong learning skills MQF8 - Managerial & entrepreneurial skills

100% Course work that includes the following elements:

A holistic assessment of a series of concept brands:
Creative proposal for a brand or product (LO1, LO3)
Moodboard & Master Design (Concept Board) (LO2, LO3)
Presentation & Presentation Slides (LO3)

1. Contribute to the achievement of the Learning Outcomes specified for the student’s award at Level 1
2. Enable students to develop their basic knowledge and skills in relation to client brief concept.
3. Meet the prerequisite requirements of modules at Level 2 of study
4. Develop the ability of students to apply the knowledge they gain in relation to the basic research techniques on brand placement and brand identity.
5. Develop lifelong learning skills of independent learning and study in relation to basic research techniques on brand placement and brand identity.
6. Enable students to develop their ability to:

• Critically analyse
• Solve complex problems
• Learn from varied sources
• Be aware of the needs of others and self

Teaching-learning and assessment strategy: The module comprises lectures and tutorials and a significant amount of studio work in which students undertake given tasks within a client based scenario with support and help from the lecturer.

Essential Reading

Cooper R, Press M. The Design Agenda 1994 Wiley, ISBN 047194106 Ed Pavitt J. Brand. New 2000 V&A Publications, ISBN 1851177324X

Bruce M, Bessant J. Design in Business. 2002 Design Council, Prentice Hall, ISBN 0273643746

Rawlinson J.G (1986) Creative Thinking & Brainstorming. . Gower ISBN: 070450543

Recommended Reading
Powell, D (1995) Presentation Techniques: A Guide to Drawing and Presenting Design Ideas. Pub: Little, Brown & Co. ISBN: 0316912433

Pipes, A. (2007) Drawing for Designers: Drawing skills, Concept sketches, Computer systems, Illustration, Tools and materials, Presentations, Production techniques.
London: Laurence King. ISBN: 9781856695336

Phillips, P. (2012) Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage. Allworth Press; Second Edition. ISBN: 9781581159141

Journals:
Design Week Creative Review www.dmi.org
www.designcouncil.org.uk