In order to diffuse products into the marketplace, the identity of a company is typically embodied in a brand. The brand is communicated to the consumer through a value proposition. Designers help to communicate this by building a strong user experience around the brand identity; determining content design; establishing the tone of message through advertisements; promotion.

• Brand loyalty

• How brands appeal to different market segments

• The difference between a trademark and registered design

• The implications for a company of positive and negative publicity on brand image

• Contribution of packaging to brand identity

• Effects of product branding

• Evaluating the global impact of branding

• Examples of positive and negative effects of product branding on different market segments

• Examples of products affected by branding on a global scale

A brand encapsulates the identity of a company and its products. The brand designer needs to ensure that the message of a company is communicated clearly and creatively to allow them to stand out from the competition.