Module description
What is the module about?
This module aims to provide an in-depth understanding of the principles and practices of brand management, with a focus on building and managing strong brand identities in various contexts. Students will explore the strategic and tactical aspects of brand management, including brand positioning, brand equity, brand extension, brand communication, and brand performance measurement. The module will also cover the latest trends and issues in brand management, such as digital branding, brand storytelling, and brand sustainability. By the end of the module, students should be able to audit and make informed decisions regarding specific brands.
Specifically, the module aims to:
- To develop a comprehensive understanding of the role of branding in modern business and the factors that contribute to building and sustaining strong brand identities.
- Assess the managerial significance of branding in a competitive marketplace and understand how branding can be located within a broader framework of marketing strategy.
- To provide practical skills in developing and implementing effective brand management plans, including brand analysis, brand positioning, and brand communication.
- To build industry-relevant competences, such as market research, consumer insights, and brand analytics, that are essential for brand management practitioners.
- To encourage critical thinking and reflective practice in evaluating the effectiveness of brand management strategies and tactics, and the impact of branding on consumers, society, and the environment.
Who should do this module?
This builds on and complements other UG marketing modules for those interested in pursuing marketing roles. It also provides good knowledge for those seeking to work within major organisations which expect their staff to align to, and promote, the company’s brand values.
Provisional Lecture Outline
Lecture 1: Introduction to Brand Management
Lecture 2: Consumer Insight and Brand Positioning
Lecture 3: Brand identity and Personality
Lecture 4: Designing Marketing Programmes to Support Brands
Lecture 5: Integrated and Digital Marketing Communications
Lecture 6: Measuring Brand Performance
Lecture 7: Managing and Sustaining Brand Growth
Lecture 8: Brand Erosion, Rehabilitation, and Revitalization
Lecture 9: Managing Global Brands
Lecture 10: Trends in Brand Management
Study Abroad students:
If you have not formally covered Consumer Behaviour as a full module (see 5QQMB206):
To prepare you could skim either of the following texts before joining the module. Skimming through both texts would be beneficial.
Nair, S. R. (2009). Consumer behaviour and marketing research (text and cases) (Rev. ed.). Himalaya Pub. House.
- Available online via KCL library here (you can access once you have completed online enrollment)
- Read Chapter 1 in full, skim read the remaining text.
Szmigin, I., & Piacentini, M. (2018). Consumer behaviour (Second edition.). Oxford University Press.
- Physical text available at the Maughan Library
- Read Chapter 1 in full, skim read the remaining text.
Consumer Behaviour predominantly features in weeks 2 and 3 of the module.
Please signal to the tutor your requirement for extra support early in the module.
Assessment details
100% Individual Coursework
Teaching pattern
Weekly Lecture
Fortnightly Tutorial
Suggested reading list
Keller, K. and Swaminathan, V. (2020), Strategic Brand Management: Building, Measuring and Managing Brand Equity- Global Edition, 5th Edition, Pearson, ISBN-10: 1-292-31496-6