| Code |
16352
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
7
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| Workload |
T(30H)/TP(45H)
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| Scientific area |
Branding, Marketing e Comunicação
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Entry requirements |
n/a
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Mode of delivery |
Face-to-face.
Theoretical/Theoretical and Practical
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Work placements |
Not applicable.
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Learning outcomes |
The main aim of the Fashion Branding Unit is for students to be able to recognise the concepts of Branding, Fashion, as well as their integration into an effective practice of the industry as a whole; They should know how to evaluate a company and diagnose its strengths and weaknesses, opportunities and threats, in order to be able to arrive at a diagnosis of the business concept of a fashion brand. Build dialogue between stakeholders, opinion makers and consumers with the aim of better interpreting the expectations and competences of brands in order to include them in their DNA (internal vision), purpose (transitional vision) and positioning (external vision). Students must integrate the theories, techniques, tools and methods of Marketing and Design into the construction and management of brands, with a view to researching the most viable solutions.
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Syllabus |
History of fashion brands; Emotional value of brands; DNA of a fashion brand; Naming; Values, mission and vision of brands; Defining the target audience; Market segmentation; SWOT analysis; Marketing Mix; Consumer behavior; Advertising campaign image; Lookbook; Product image; Archetypes; Promotional video; Digital marketing; Brand tools and strategies; Social media; Macro and micro influencers; Tone of voice and personality; Virality; Brand Book.
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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.
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Teaching Methodologies and Assessment Criteria |
The teaching methodology applied consists of research-based learning, whose pedagogical approach is centred on the student, whose teaching-learning process is guided by investigation and problem-solving through research. The main focus is to encourage students to take an active role in the construction of their knowledge, developing critical, investigative and creative skills. This curricular unit seeks to enhance, increase and develop skills based on an analytical and critical spirit about the creation of a fashion brand, its origins and its current situation. Active participation during classes is valued, with the use of audiovisuals or critical analysis of various materials, including excerpts from texts by reference authors.
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Language |
Portuguese. Tutorial support is available in English.
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