As we have evolved from hunter-gatherers into robustly cultural beings, objects themselves have also evolved: from disposable, purely functional extensions of the body to deeply personal, even cherished, expressions of an individual’s life. This course will explore the collective and individual history of this transformation. While reviewing these historical precedents, students will develop an informed judgment on where CPG brand identities are today and where they may be headed.īrands transform objects into meaning-bearers. We will review, century by century, the history of CPG brand identities, and the aesthetic and cultural influences that have shaped their path.
Where does the CPG brand stand today and what is its future? This course will review the historical evolution of CPG brand identities through the lens of retail brand identity and package design. The last decade has seen an evolution of brand activity toward a focus on consumer experience and brand influenced lifestyle communities. The first three stages, from the 17th century through the 20th century, can be described as the era of the retailer, the era of the manufacturer and the era of the brand. Each has been strongly influenced by culture, events and the changes of the retail markets of which they are a part. In addition, we investigate marketing challenges involved in creating, sustaining and reinventing brands as well as gain an understanding of corporate level discourse.Ĭonsumer brands, and the retail marketplace that supports them, have evolved through several stages in the last 400 years.
PTE AV STUDIO 10.5 PRO LICENSE KEY PROFESSIONAL
The foundation of the Masters of Professional Studies in Branding is the deep exploration and understanding of the role brand strategy plays in business, behavior, marketing and culture.ĭuring the year, students will develop an understanding of diverse branding strategies and will include courses on go-to-market research techniques, brand development life cycles, semiotics and visual communication, business-to-business and business-to-consumer frameworks, history, cultural anthropology, trend forecasting, economics, statistics, behavioral psychology, persuasion, brand management and design. This accelerated one-year graduate degree program is a challenging multi-disciplinary experience of in-class lectures, real-world client projects, unique and progressive workshops, examination of classic business school case studies, individual one-on-one professional mentorship, group and personal projects. The Masters of Professional Studies in Branding is the first and longest running program of its kind in the world, and offers a select group of students an opportunity to study with some of the most accomplished brand experts working today.
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