在當今的消費文化中，「品牌」扮演著不可或缺的角色，影響著我們的選擇、價值觀及生活方式。本課程旨在引導學生深入理解品牌的概念與建立過程，並透過實作提升品牌建構的能力。
課程目標:
品牌概念理解：透過「人、事、物」的視角，探索品牌的起源與演變，了解品牌在社會與經濟中的重要性。
品牌策略與實作：學習如何制定品牌策略，包括品牌定位、識別及價值傳遞。課程中將包含實際案例分析與品牌實作專案，讓學生能夠將理論應用於實際情境。
數位工具應用：學生將使用AI人工智慧平台和CANVA設計平台進行品牌設計與推廣，提升品牌視覺識別及市場行銷的能力。
ESG與品牌的結合：介紹環境、社會及治理（ESG）理念在品牌建構中的重要性，探討如何將可持續發展融入品牌策略，提升品牌形象與社會責任感。
課程內容:
品牌基礎：定義品牌、品牌的歷史及發展。
品牌策略：品牌定位、品牌識別、品牌故事與傳播。
實作練習：利用AI工具進行市場調查與品牌分析，運用CANVA進行品牌設計。
ESG與品牌：討論ESG的原則，並學習如何將其融入品牌建構過程。
本課程將提供學生廣泛的品牌知識，並培養其在快速變化的市場環境中，運用創新思維與技術來應對挑戰的能力。透過理論與實作的結合，學生將能夠建立一個具影響力的品牌，並在未來的職場中脫穎而出。
《 課程簡介 -- English 》
Introduction to Brand Building Course Overview
In today's consumer culture, "brand" plays an indispensable role, influencing our choices, values, and lifestyles. This course aims to guide students in deeply understanding the concepts of branding and the process of brand development, while enhancing their brand-building skills through practical application.
1. Understanding Brand Concepts**: Explore the origins and evolution of brands through the lens of "people, events, and objects," and understand the significance of brands in social and economic contexts.
2. Brand Strategy and Implementation**: Learn how to formulate brand strategies, including brand positioning, identity, and value communication. The course will include case studies and practical brand projects, allowing students to apply theory to real-world scenarios.
3. Digital Tool Application**: Students will utilize AI platforms and CANVA design tools for brand creation and promotion, enhancing their skills in visual branding and marketing.
4. Integration of ESG and Branding**: Introduce the importance of Environmental, Social, and Governance (ESG) principles in brand building, exploring how to incorporate sustainability into brand strategies to enhance brand image and social responsibility.
Course Content:
1. Brand Fundamentals: Definition of branding, history, and development.
2. Brand Strategy: Brand positioning, brand identity, storytelling, and communication.
3. Practical Exercises: Using AI tools for market research and brand analysis, and employing CANVA for brand design.
4. ESG and Branding: Discussion of ESG principles and learning how to integrate them into the brand-building process.
This course will provide students with a comprehensive understanding of branding and cultivate their ability to navigate challenges in a rapidly changing market environment through innovative thinking and technology. By combining theory and practice, students will be equipped to create impactful brands and stand out in their future careers.
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