Learning objectives: After this course a student will be able to …:
- cite the fundamental mechanisms of corporate style, pinpoint success factors and causes of failure, and analyse and provide critical commentary on case examples;
- trace the history and development of corporate identities and cite relevant factors of influence, and identify trends that will shape corporate identities in the future;
- describe the content, sequence and structure of a strategic renewal initiative, analyse and provide critical commentary on brand architecture and issue recommendations supported by research-based and theoretical arguments;
- cite arguments in support of rebranding, examine the case histories of rebranding campaigns from a critical perspective and identify and recognize success factors and causes of failure;
- describe the role of communication in rebranding, predict the effects of communication and advise on ways in which communication can facilitate rebranding campaigns;
- describe the value of corporate identity management, identify and substantiate success factors and causes of failure and advise on these.
Organisations are increasingly concerned with the management of their corporate identity. More and more, corporate identity is being deployed as a strategic instrument to set organisations apart from their competitors and to boost organisational performance. As the communication professionals of the future, students enrolled in this programme can expect to be responsible for managing corporate identity in their work. The course addresses a variety of topics relevant to this area, including: elements of corporate identity (logo, colours, typography), brand architecture, changes in corporate identity, communication about corporate identity, the history of corporate identity and the management of corporate identity. Course lectures provide insight into the multifaceted nature of this subject area, as informed by a combination of scientific studies and case examples (e.g. from real organisations).
If their examination board and programme board allows it. Students from the following UT master programmes can follow this course: BA, CS, EST, EEM, ES, HS, IDE, IEM, PA and PSY.