Branding & Institutional Narrative品牌与机构叙事 (MA)
Build and steward the identity and story of institutions — brand, narrative, meaning, and how organisations earn understanding and trust.构建并守护机构的身份与故事——品牌、叙事、意义，以及组织如何赢得理解与信任。
Build identity and meaning.构建身份与意义。
Institutions endure on more than what they do — on what they mean, and the story they are able to tell and live.机构的长存，不止于其所为——更在于其意义，以及它能够讲述并践行的故事。
This programme combines brand strategy, narrative and identity design so you can build and steward institutional meaning with depth and integrity.本课程将品牌战略、叙事与身份设计结合，让你能够以深度与诚信构建并守护机构的意义。
For brand and narrative builders.为品牌与叙事的构建者而设。
Graduates and professionals in branding, design, communication or marketing who want to shape institutional identity and narrative.品牌、设计、传播或市场领域、希望塑造机构身份与叙事的毕业生与专业人士。
What you'll be able to do.毕业时你将能够……
- Understand branding, narrative and how meaning is made理解品牌、叙事，以及意义如何生成
- Analyse identity, culture and reputation over time分析身份、文化与声誉随时间的演变
- Develop brand strategy, architecture and narrative制定品牌战略、架构与叙事
- Shape visual and verbal identity systems塑造视觉与语言的身份系统
- Steward institutional brand and reputation responsibly负责任地守护机构品牌与声誉
- Align identity across an organisation and its audiences在组织与其受众之间统一身份
180 credits across three terms.三学期 · 180 学分。
Foundations, brand strategy and a substantial project — identity with meaning.基础、品牌战略与一个分量十足的项目——有意义的身份。
A shared Future Citizen Core seminar runs through the year, alongside the modules above.贯穿全年的“未来公民核心”研讨，与上述模块并行。
Learn by doing.在实践中学习。
Studio workshops, case studies, live briefs and practitioner-led sessions. Assessment is by coursework — strategy and identity assignments, a portfolio, and the final capstone.工作室工作坊、案例研究、真实命题与实务嘉宾讲授。评估以课程作业为主——战略与身份作业、作品集，以及毕业项目。
Who can apply.申请条件。
A good honours degree (UK 2:1 or equivalent) in any discipline; a portfolio or relevant experience is welcomed. English equivalent to IELTS 6.5.任何学科的良好荣誉学位(UK 2:1 或同等)；欢迎提供作品集或具备相关经验者。英语相当于 IELTS 6.5。
Where it leads.毕业去向。
Brand strategy and management, identity and design, institutional communication, and marketing and creative leadership.品牌战略与管理、身份与设计、机构传播，以及市场与创意领导。
Progression to the faculty's Professional Doctorate in Design & Media (DProf) or PhD.可衔接本院设计与媒体专业博士（DProf）或哲学博士（PhD）。
Connect this programme with admissions guidance.将本课程与招生指引连接起来。
Use admissions guidance to review application evidence, entry requirements and fees, or contact the University to discuss programme fit.你可以通过招生指引查看申请材料、入学要求与学费，或联系大学讨论课程契合度。