All elements are required. Coursework will consist of:
-Written reports, 1000-1500 words (LO 1) 30%

Visual work 70% including:
-Presentation boards, (LO 1 & 2)
-Technical Drawings (LO 2)

This module looks at the development and application of branding and its effect on customer purchasing. Beginning with a definition of branding and how this has developed within a retail environment, the module then discusses how branding affects customer loyalty through perceived value and quality. The principles and components of branding will be analysed from the positioning of a brand within the market to the development of a brand 'story' and how these factors impact on product price and customer relationship. Brand reinforcement through interior design involves the creation of the customer experience as evidenced through different types of stores including flagship, pop-up and lifestyle. These interiors and store types will also be discussed within the module.
Formative assessment will include the treatment of a logo using a computer programme. Summative assessment involves working to a set brief to enable students to produce designs for a brand or refresh a brand for a specified product. This will include a development pack containing sketches, images, photographs. fabrics, textures etc. They will provide a rationale for their ideas and present their ideas on presentation boards. Using their research and brand ideas they will design a shop window/unit facade incorporating the brand developed. This will be represented through appropriate technical drawings. The focus of this module will be to show an understanding of the factors involved in creating a brand identity, communicating the ideas to a client and applying this to a specific retail outlet.

Range of resources located on the VLS
Tutorial staff
Library Services

Aaker, D. (2010). Building Strong Brands. New Jersey: Simon & Schuster
Davis, M. (2009) Fundamentals of Branding. AVA Publishing: London
Gobé, M. (2010). Emotional Branding. New York: Allworth Press
Olins, W. (2008). The Brand Handbook. London: Thames & Hudson
Riewoldt, O. (2002). Brandscaping: Worlds of experience in retail design. Berlin: Berkhauser
Wheeler, A. (2012) Designing Brand Identity: An Essential Guide for the Whole Branding Team. 4th ed. John Wiley & Sons: New York

Delivery is by distance learning with a comprehensive resource handbook on the VLE and available to download, examples of best practice, project templates and email and telephone support being available through our online VLE, individual tutorials and student forum. Specialist knowledge will be delivered by a diverse team of staff and visiting guest lecturers with a variety of relevant backgrounds and experience.