Design Project Manager

3. Brand Communication | Advertising

3.1 Importance of the Corporate Brand | Corporate Brand

3.1.1 Reasons for Brand Development

3.1.2 Brand Awareness & Image

3.2 The Role of Product Brands

3.3 Importance of Manufacturer’s Brands

3.4 Importance of Trademarks

3.6 The Holistic, System-Oriented Communication Management

3.6.1 The Mission Statement as a Target

3.6.2 The Brand Mission Statement

3.6.2.1 Positioning the Brand

3.6.2.2 Multi-Brand Strategies: Brand Architecture, Brand Portfolios, Brand Hierarchies

3.6.3 Competencies of the Brand

3.6.4 Corporate Identity

3.7 Integrated Communication

3.7.1 Resources for Brand Communication

3.7.2 Internal Communication

3.7.3 Influence of the Brand Name

3.8 Economic Tasks of Brand Design

3.8.1 Benefits and Added Value of the Design Strategy

3.8.2 Unique Selling Proposition (USP) & Differentiation from Competitors

3.8.3 Moodboard vs. Corporate Design

3.8.4 The Branding Triangle

3.9 Successful Advertising

3.9.1 Attention, Interest, Desire, Action (AIDA))

3.9.2 Target Group Models & Living Environments

3.9.3 Advertising Psychology

3.9.4 Hoba-Manipulation42

3.9.5 Techniques for Increasing Memorability

3.9.6 PPPP (Picture, Promise, Prove, Push)

3.9.7 High & Low Involvement

3.9.8 Emotional, Cognitive & Physical Activation

3.9.9 Above & Below the Line Marketing

3.9.10 Customer Acquisition & Customer Relations

3.10 Online Advertising Strategies & Measures

3.10.1 The Importance of the Website

3.10.2 Decision Criterion Web Design

3.10.2.1 Small Screen Design

3.10.2.2 Responsive Design

3.10.3 Content Marketing

3.10.4 E-Mail Marketing Design

3.10.5 Visual Communication in Social Media

3.10.6 Points of Interest

3.11 Public Relations/ PR

3.12 Communication Design

3.13 Offline Advertising | Design in Print, TV & CO

3.14 Sales Promotion Design

3.15 Design in other Advertising Media (Architecture, Radio, Trade Fairs)

3.16 The Brand Story

Glossary

Bibliography

List of Figures

Questions of Understanding Module 3