Module description
This module covers Brand in a strategic and financial context; brand purpose, identity, image and positioning; building, measuring and protecting brand equity; integrating marketing communications and co-branding; brand architecture and naming; managing brand over time and boundaries.
Assessment details
Group Presentation (40%)
Examination (60%)
Educational aims & objectives
- Understand fundamental principles and tools of brand building.
- Identify activities and decisions relevant to building and sustaining brands profitably over time and boundaries.
- Assess the importance of brand in contexts of: marketing and business strategy, financial performance and cultural environment
Learning outcomes
On successful completion of this module, students will be able to:
- Demonstrate a holistic understanding of what constitutes a brand.
- Understand the requirements for managing a brand as a strategic asset for a company.
- Review a brand to analyse its creative and strategic strengths, weaknesses and overall cohesion.
- Identify activities to correct brand elements that require adaptation.
- Recognise different brand types and some specific models for brand management.
Teaching pattern
Across the semester teaching is expected to comprise of:
- 30 hours combination of lectures, cases and in-class exercises.
You will also be expected to spend time preparing for classes and working on the assessment tasks each week. The combined hours of classes and independent learning should equate to at least 15 hours a week.
Suggested reading list
The module uses a number of specialist journal articles and book chapters. For an overview of the types of subjects covered in the module, the following book is recommended:
Kapferer, JN (2012) The new strategic band management: advanced insights and strategic thinking 5th Edition Kogan Page