Brand Management

This module develops an understanding of modern brand building theory, principles and processes, by viewing brands and branding from a managerial and a consumer perspective. In addition to covering key theory and concepts, a variety of diagnostic frameworks and methods are used to assess the strength of a brand and practical examples are used to transfer theory to practice.   

By the end of the course, you will have a clear understanding of how brands act as strategic assets to create company value and profitability and be able to take a disciplined approach to brand development via analytical and creative thinking.

The module aims to introduce fundamental principles, concepts and practices of brand management. Specifically, it aims to cover: 

• Introduction to brands and brands in context.
• Brand purpose, identity and positioning.
• Building and measuring brand equity.
• Integrating brand communications.
• Brand architecture and leveraging equity.
• Managing brands over time.

By the end of the module, you will be able to: 

• Explain how brands work to support company strategy and build profitability.
• Apply disciplined analysis to evaluate a brand’s strengths, weaknesses and overall cohesion.
• Identify actions to correct brand elements that need adaptation or development to meet marketing/communications objectives.
• Evaluate the role of individual communications and media channels for building awareness, engagement or responses to build brand associations, relationships and purchase.
• Evaluate brand strategy options for architecture/naming for managing brand portfolios.
• Demonstrate the awareness of key issues and brand models for different brand ‘types’.
• Create ideas and design plans to sustain, grow and/or evolve a brand over time. 

The standard entry requirements comprise: 

• A 2:2 honours degree or international equivalent,
• A CV and personal statement outlining your reasons for study,
• English language band B (for example, IELTS 7.0 overall with a minimum of 6.5 in each skill)​. 

​​You will be assessed via coursework and examination, as follows: 

• Coursework 1 = 70% 
• Coursework 2 = 10% 
• Examination 1 = 10% 
• Examination 2 = 10% ​ 

This module is delivered online and includes a variety of interactive activities to support learning. This includes discussion forums, online readings, interactive lectures, videos, quizzes, reflections, guest speakers, and online webinars. You can join live webinars, typically held on Tuesday lunchtimes, but if you are unable to attend you will be able to catch up via recordings.

You will be expected to undertake approximately 150 hours of study in total for this module. 

This module is offered as part of our flexible master’s awards in Professional Development. The awards are one of the most flexible currently offered in the UK, providing the opportunity to study a range of modules from across King’s, both on-campus and online. Whether you are looking for a promotion or to retrain, you have come to the right place.  

Designed for mature professionals juggling life and work commitments, our postgraduate awards will enable you to study at your own pace. In challenging financial times, you are also able to fund your studies module-by-module.  We will support you to select the right module diet that meets your objectives while ensuring that you are well prepared for success. We will also help you to build your professional network of peers from across our suite of CPD modules.  

We can’t wait for you to continue your lifelong learning journey here at King’s.