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Fashion Branding

Code 11324
Year 1
Semester S1
ECTS Credits 7,5
Workload T(45H)
Scientific area Textile Design and Management
Entry requirements No/
Learning outcomes 1 - Consolidate concepts and techniques in the brand building process, in the component of creation, strategy and evaluation.
2 - Know the state-of-the-art associated with Fashion Branding, from theories, models, methods and techniques, both from a theoretical and practical point of view for the development of projects and / or components of the research project .
3 - Acquire knowledge of emerging trends and areas in the textile and clothing industry and Fashion Brands at national and international level.

4 - Know, understand and study successful cases. Case study
Syllabus 1 Fashion branding: consolidation of brand concepts and elements and global fashion branding strategies.
2 The global value chain for fashion and brands.
3 Analysis of important events associated with the concepts of: ThinkBranding;
Emotional Branding; Co-Criation; Brand Storytelling; Brand Equity; Brand attitude; Brand sense; Brand Love; Co-Branding; Ethical Branding; Brand Activism; Brand Engagement and Branding and social media.
4 Theories, models, methods and research techniques applied to Fashion Branding. Analysis of articles from leading scientific journals.
5 The fashion brand as an aggregate and complex set of psycho-social, cultural and economic values. Fashion brands in the consumption of meaning.
6 The brand's relationship with its market: competition and competitiveness in the fashion market. Differentiation of the fashion brand. The positioning of the national and inter ..
7 The construction of the fashion brand today and its launch. Case Study.
Main Bibliography Aaker, D. (2012). Building strong brands. Simon and Schuster.
Costa, Joana. (2013) Los 5 pilares del branding: anatomia de la marca. Editora Universitat Jaume I
Coelho, Carlos (2007) Portugal Genial. Bertrand Editora
D’Arienzo, William (2016) Brand Management Strategies: Bundle Book + Studio Acess Card. Bloomsbury
De Chernatony, L., McDonald, M., & Wallace, E. (2011). Creating powerful brands. Routledge.
De Chernatony, L. (2010). From brand vision to brand evaluation: the strategic process of growing and strengthening brands. Routledge.
Gobé, Marc. (2010) Emotional Branding. Allworth Press, US
Herrera Fernandez, Eduardo; Inurritegui, Leire F. (2018). Histórias Que Marcam. Editora Gustavo Gili
Hancock II, Joseph H.. Brand/Story (2016) Cases and Explorations in Fashion Branding. 2ND Edition. Bloomsbury
Joseph H. Hancock II et. Al. (2014) Global Fashion Brands. Style,Luxury and History. Intellect
Database UBI/UMINHO of scientific journals . https://www.b-on.pt/
Teaching Methodologies and Assessment Criteria The methodology of teaching and learning is active and cooperative, encouraging reflection and discussion, focusing on student research, bench marking and case study.
The teaching methodology is based, by the teacher, on the definition of a course of theoretical and practical learning consisting of the indication of the literature and a set of cases studies and other documents, preferably framed in projects of the R&D Units associated with the PhD Programme. The works, theoretical and practical, are presented in a report form and discussed orally.
The evaluation methodology is based on meeting the training objectives for learning. The assessment is based on student performance in the preparation of reports and oral presentations and discussions.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2022-01-05

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