本文针对广告设计专业的高职学生品牌观念缺失的现状,进行了课程设计与教学方式的探索:在课堂中引入企业项目,使学生在设计实践中体会品牌意识的作用和具体操作,真正发挥学生学习的主观能动性,将理解、分析品牌作为设计的前提与基础,从而设计出符合市场需要,广告主也认同的作品。 This article aims at the status quo of the lack of brand concept of vocational students majoring in advertisement design, and conducts the exploration of curriculum design and teaching methods: Introducing the enterprise project in the classroom so that students can understand the role and specific operation of brand awareness in the design practice, Learning the subjective initiative, will understand and analyze the brand as a prerequisite for the design and foundation to design in line with market needs, advertisers also agree with the works.