Máster Beyond Branding - ELISAVA Escuela Universitaria de Diseño e Ingeniería de Barcelona

- Proporcionar a los alumnos los conceptos y las habilidades avanzadas necesarias para que adquieran la capacidad de formar parte de grupos y empresas creativas con una mentalidad crítica.
- Lograr desarrollar un enfoque crítico y contemporáneo de la construcción de la marca.
- Estudiar y comprender el branding desde la comunicación visual hasta la estrategia y su conexión con el ethos y los valores de la marca.

Master’s Degree Beyond Branding Título propio UVic-UCC.

1. Context
Theory capsules
The Master is rooted in a contemporary approach. Theory classes bring context, analysis and an understanding of the zeitgeist, providing you with the knowledge to build a solid basis for every project. They also allow diving deeper into the different elements of the new communications paradigm.
1.1 Once upon a Brand (Brands during history)
1.2 Digital Battlefield (How digitalisation affected brands)
1.3 Branded Objects (The meaning of objects through brands)
1.4 Community and tribes
2. Zeitgeist and strategic foresight
Strategy for the contemporary world
We approach branding from an informed and critical perspective. Brands are culture. Therefore, our strategic approach is to take a deep dive into contemporary culture, analysing emerging phenomena in real-time, investigating how they might develop and finding patterns.
3. Brands in the making
The foundations of brands
The process of brand building involves establishing a solid ground from narrative to visual expressions to how that translates in the real world. We dissect the main aspects of most brands, learn the know-how and tools to understand the current state of branding.
3.1 Brand Narrative: Conceptualization and development
3.2 Brand Visual Expressions
3.3 Brands in Phygital Terrains: Transforming brands into culture
4. Building brands
Practical projects that question the limits of branding
You will work side by side with the help of professionals to explore new fields and create disruptive branding. The projects will be contextualised in today’s cultural panorama.
4.1 Brand as People / People as Brands
4.2 Rebranding 4.3 Phygital Communications
5. Exploration
Exploratory interdisciplicary workshops
We use workshops as an opportunity to dive into new territories related to brands and other creative industries to open the view on where branding is present.
5.1 Zeitgeist Analysis
5.2 Art direction for digital environments
5.3 Light installation
6. Acid pills
Talks from inspiring and talented creatives related to creativity and brands
New ways of understanding brands and how they work through case studies.We bring you the most relevant branding projects in physical and digital sessions with their creators and managers. You will learn about the projects that have changed the game’s rules in the communication and conception of brands.
6.1 Forecasting Futures
6.2 New Narratives and Algorithms
6.3 The Power of Type 6.4 Identity on motion
6.5 Going viral
6.6 Broadcasting the world
6.7 Fostering Communities