The course will be delivered in blended mode through the fruition of a specific MOOC by all students and activities delivered both on line and in class (https://www.pok.polimi.it/courses/course-v1:Polimi+DIGIM03+2021_M1/about).
The MOOC addresses basic knowledge pillars of branding processes with a specific focus on cultural industries (CCIs) and fashion in particular as a crucial and advanced context for analyzing emerging branding strategies within the current digital transformation.
The course will address the following subjects:
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 customers.
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 constituting the “Corporate Identity”.
Communication design development: translating visual codes into different artefacts for different media (analogic VS digital)
Retail planning: translating brand DNA into visual codes and languages applied into different retail chanels, both physical and digital.
Theoretical contents will be supported by case studies and will find applications in two assignments students will develop during the course.