Fashion Branding

Code	12649
Year	1
Semester	S1
ECTS Credits	7
Workload	T(30H)/TP(45H)
Scientific area	Branding, Marketing e Comunicação
Entry requirements	n/a
Mode of delivery	Face-to-face. Theoretical/Theoretical and Practical
Work placements	Not applicable.
Learning outcomes	Understanding the process of human brain: reasonXemotion in the decision-making; Understanding the concept and management of fashion branding; To evaluate brands according to emotions; Knowing how to structure a proposal of branding; Using the brand concept with ethical and legal principals. The student must to be able to exploit the knowledge about the thinking of human beings to build strategies for emotional management of fashion brands; to be able to take use of the strategic tools of branding with awareness and competence; to be aware of all the market trends and fashion consumers emotional behaviour in order to be able to apply them continuously in their activities as brand managers; to be able to manage a project of integrated marketing, design, advertising.
Syllabus	1. ReasonXemotion 1.1 The functioning of the Human Brain 1.2 Decision of purchase 1.3 The emotion taking control of the reason 2. Emotional Brands 2.1 How to build an emotional relationship through the brand 2.2 Brand’s emotional power 2.3 ‘Lovemarks’ – Case Studies 3. Emotional Branding and fashion 3.1 Hyper-consumer society 3.2 Emotional aspects of fashion 3.3 Fashion Branding and the emotion
Main Bibliography	1. Principal Bibliography Tungate, Mark. Fashion Brands: Branding Style from Armani to Zara. 2nd edition, London: Kogan Page, 2008. LINDSTROM, Martin. Brand sense: A Marca Multissensorial. Porto Alegre: Bookman, 2007. ATKIN, Douglas. O Culto das Marcas: Quando os consumidores se tornam verdadeiros crentes. Lisboa: Tinta da China, 2008. 2. Complementary Bibliography DAWKINS, Richard. O Gene Egoísta. 3ª ed. Lisboa: Gradiva Publicações, 2003. GOBÉ, Marc. A emoção das marcas: conectando marcas às pessoas. Rio de Janeiro: Campus, 2002. LIPOVETSKY, Gilles. A Felicidade Paradoxal: Ensaio sobre a sociedade do hiperconsumo. Lisboa: Edições 70, 2007. ROBERTS, Kevin Lovemarks: o Futuro Além das Marcas. São Paulo: M. Books, 2005. SEMPRINI, Andrea. A Marca Pós-Moderna: poder e fragilidade da marca na sociedade contemporânea. São Paulo: Estação das Letras Editora, 2006.
Language	Portuguese. Tutorial support is available in English.