The objective of the course is to transmit the theoretical and practical basics for understanding how to build, decode and manage a brand identity through the values it represents and how those values are perceived by the end users. Branding and Communication also supplies students with elements of portfolio management and programming of the phases and times of brand and product management, integrating them with the processes connected with communication, sales, media planning. The theory contents, supported by study cases, are then experimented through project activities.

Students:
- know and understand the theoretical bases for decoding and managing a brand identity;
- know how to interpret the brand nature, transferring the synthesis into visual and style codes to be used in the project.
- knows how to manage, plan and coordinate brand and product portfolio in relation to communication, sales and media planning.

The course will address the following subjects:

Theoretical background

The integration of models belonging to semiotics to understand how to build up or decode a brand identity through the values it represents and how they are perceived and interpreted by final users.

Brand & design management

From brand identity to brand expressions: translating brand DNA into visual and stylistic codes and managing their different expressions into products, services and communication.
Brand portfolio management: managing different brands reaching different target markets properly managing brand DNA codes not overlapping product/service portfolios.
Product portfolio management: planning and managing products portfolios to balance carryovers and research-oriented products, enhancing markets potential while efficiently planning categories’ in depth and range.
Process planning: planning brand & product management phases and timing and integrating them with parallel processes (ex. communication and retailing)

Communication design & management

From brand management to communication management: translating brand DNA into visual and communication codes.
Communication design development: translating visual codes into different artefacts for different media (analogic VS digital)
Communication management and media planning: planning and managing communication strategies to enhancing market potential reaching proper users and facing different competitive scenarios through different media.
Theoretical contents will be supported by case studies and will find an application in a field project assigned to students on a real brand.

Questo insegnamento è frequentabile dagli studenti selezionati nell'ambito del progetto di Doppia laurea Product Service System Design/Management Engineering

The students will be evaluated trhough:

- their knowledge on lectures and bibligraphical contents;

- their field project.