| Code |
11324
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
7,5
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| Workload |
T(45H)
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| Scientific area |
Textile Design and Management
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Entry requirements |
No/
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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
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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.
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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/
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Language |
Portuguese. Tutorial support is available in English.
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