This course aims to introduce participants to the topic of branding, focusing especially within the context of local brands and landmarks, such as regions and cities. Empowered by their communication approach, a must for every entity is to work on the definition of their image and perception, both from a commercial and from an institutional point of view. The target of territorial branding is to build brand experiences for tourism or institutions, in order to increase the capacity to reach new audiences, through a process of brand design and experience design: research, analysis of values, and defining a strategy. Relying on case-studies for inspiration, students will engage in workshops to learn how to emphasise features and how to build communication strategies suitable in many business contexts.

This course is intended for students with some background in that specific subject area and for students attending or having completed one or two years of their university studies in Art and Design who are keen on building upon this through hands-on training experience.