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Syllabus for

Academic year
MPP105 - Visual brand identity and market analysis
Owner: AINDE
5,0 Credits (ECTS 7,5)
Grading: TH - Five, Four, Three, Not passed
Level: D

Teaching language: English

Course module   Credit distribution   Examination dates
Sp1 Sp2 Sp3 Sp4 No Sp
0104 Written and oral assignments 5,0 c Grading: TH   5,0 c    

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Professor  Ulrike Rahe


For single subject courses within Chalmers programmes the same eligibility requirements apply, as to the programme(s) that the course is part of.

Course specific prerequisites

MPP295 Form Design Development (or equivalent)
Computer Aided Visualisation


Visual identity will be studied from a number of perspectives, including the brand, the product, and the semiotic perspectives. The goal is to provide an understanding of how identity is defined, created, and developed, with particular emphasis on visual product design and the automotive industry. Market strategy will be studied with focus on product differentiation and positioning, customer categorisation, brand development, and design strategy.


The aim of the course is to give an introduction to the concepts of visual identity, brand, and methods of market strategy to provide an understanding of how corporations develop consumer products and to be able to define, develop and analyze market and brand strategies.


The course brings together concepts from product design, branding, and consumer research to form a holistic picture of how visual product design can be understood from the perspectives of visual identity, brand and market strategy. Lecturers in the course include scholars from academia and professionals from consulting firms and automotive developing companies. A course assignment will provide the opportunity to develop and deepen the understanding of the topics presented in the course and apply it in a realistic project.


The course includes theoretical lectures and seminars for overview input, smaller exercises to train up practical skills, and a project work, running parallel to the theoretical issues, consisting of a deeper analysis and a concrete product design application.


Bouchenoire, Jéan-Leon (2003). Steering the Brand in the Auto Industry , Design Management Journal, Winter 2003. pp.9-18.
Karjalainen, Toni-Matti (2004). Semantic Transformation in Design: Communicating strategic brand identity through product design references. ILMARI Publications, University of Art and Design Helsinki.
Karjalainen, Toni-Matti (2005). Safe Shoulders and Personal Faces - Transforming Brand Strategy to Product Design . 12th International Product Development Management Conference. Copenhagen, Denmark, 12-14 June 2005.
Karjalainen, Toni-Matti & Warell, Anders (2005). Do You Recognise This Tea Flask? - Transformation of brand-specific product identity through visual design cues ,
International Design Congress - IASDR 2005. Taiwan, 31 October - 4 November 2005.
Kreuzbauer, Robert & Malter, Alan J. (2005). Embodied Cognition and New Product Design. Journal of Product Innovation Management, 2005; 22. 165-176.
Stompff, Guido (2003). The forgotten bond: Brand identity and product design . Design Management Journal, Winter 2003. 26-32.
Urde, Mats (1994). Brand orientation - A strategy for survival The Journal of Consumer Marketing; 1994; 11, 3; pp.18-32
Warell, Anders (2001). Design syntactics: A Functional Approach to Visual Product Form. Chalmers University of Technology, Gothenburg.

Additional literature will be announced at course start.


Grades are given according to the scale: fail, 3, 4, and 5. The grade consists of three compulsory parts: Attendance and active participation (20% of the grade), Project work (60% of the grade), Personal course diary (20% of the grade).

Page manager Published: Thu 03 Nov 2022.