GD 4747 Branding Ecosystems:
To commemorate the 150-year anniversary of The American College of Greece, this branding project explores the creation of a flexible identity system and key visual campaign. The work incorporates historical research, design thinking methodology, and archival materials to craft a unifying visual language. The final outcome includes logo, posters, brochure, and digital assets that reflect ACG’s educational and cultural legacy. Designed to engage donors and the broader community, the project balances historical depth with contemporary communication needs, conveying ACG’s enduring role as a trusted, pioneering institution in Greek education.
The paper discusses key principles and theories of brand management. As it also analyze the relationship between fashion, society, and the self and what role does luxury fashion brands play in the society and for one self.
This research investigates the key principles and evolving theories underlying luxury brand management—an intricate field where exclusivity, heritage, and innovation converge to serve the expectations of high-end consumers. As luxury brands navigate contemporary values such as sustainability and inclusivity, their
role extends far beyond that of traditional status symbols. In 2024, these brands actively shape cultural narratives, influence societal trends, and serve as platforms for individual expression. This project aims to examine the complex relationship between fashion, society, and the self, while also analyzing the significance of luxury fashion brands both within society and as tools for self-construction. By bridging cultural analysis with brand strategy, the study offers insight into how luxury continues to evolve and remain relevant in an increasingly value-driven world.
From the first biscuit baked in the family oven to 102 years of developing and becoming a market leader. Papadopoulos is a case study for this project with a focus on biscuits. In this work the role of marketing communications was explored in a context of the overall marketing mix of the brand. Apart from that, Papadopoulos’ positioning, target segments, marketing mix, consumer’s behaviour within biscuits category, competition and Greek market were analysed. The discussion was facilitated by a deeper identification of the MC mix that Papadopoulos invests more in altogether with selecting one recent brand’s MC campaign and its strategy’s evaluation. At the end two recommendations to the brand’s strategy were provided to enhance its perceived differentiation: a brand community effort to boost an affective engagement and catch attention and CSR for improving firm performance and supporting a social cause.
In this presentation, I will analyze three key online advertising campaigns by
Gucci (2018-present) through semiotic and semantic lenses. I'll explore how
Gucci’s messaging reflects its relationship with society, addressing themes like
sustainability, diversity, and self-expression. The discussion will also critically
examine how these campaigns influence both societal norms and individual
identities, shaping luxury consumption in the digital age. By examining Gucci's
evolving brand communication, I’ll highlight its role in creating cultural relevance
while influencing consumer behavior and societal values. References used will be
up-to-date, from 2018 onwards.
This work examines how luxury fashion influences society and personal identity. It explores key principles like sustainability, culture, economics, technology, and psychology. Luxury brands shape social status, self-expression, and cultural values while impacting the economy and ethics.
