Critical awareness of the importance of branding decisions in the broader marketing and organisational context
Systematic understanding of key elements of brand strategy analysis and development frameworks, e.g., those used to analyse brand equity, to develop brand positioning, to create successful brand extensions
Critical understanding of brand management issues of particular relevance in an international/global context, e.g., country-of-origin branding, foreign branding
an understanding of the role of the brand from the perspective of the organisation and its consumers
the necessary skills to enable assessment of brand opportunities
appropriate responses, to take and implement branding decisions as well as to measure the effectiveness of these decisions
the ability to select from and apply appropriate academic models to support analysis, develop insights and recommendations for action
the ability to conduct and present work in a manner befitting a professional brand manager
Module learning outcomes
Subject content
Critical awareness of the importance of branding decisions in the broader marketing and organisational context
Systematic understanding of key elements of brand strategy analysis and development frameworks, e.g., those used to analyse brand equity, to develop brand positioning, to create successful brand extensions
Critical understanding of brand management issues of particular relevance in an international/global context, e.g., country-of-origin branding, foreign branding
Academic and graduate skills
Ability to conduct a theory-led brand strategy analysis
Be able to critically analyse the branding challenges facing organisations and effectively design branding solutions both in a national and international context
Ability to work in groups in an effective and productive manner
Module content
Indicative lecture topics:
The brand strategy planning process
Brand equity
Brand identity, essence and positioning
Brand research techniques
Brand Communications
Brand extensions
Branding in a global context
Indicative assessment
Task
% of module mark
Open Examination: Multiple choice questions online
100
Special assessment rules
None
Indicative reassessment
Task
% of module mark
Open Examination: Multiple choice questions online
100
Module feedback
Students will receive feedback on formative assessment before the end of the teaching period for the module. Turnaround time for summative assessment is 6 weeks. At the end of term, the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to students.
Indicative reading
The main textbook is:
Keller, D. (2008), Strategic Brand Management – A European Perspective, New Jersey, Prentice Hall.
Useful textbooks
de Chernatony, L., McDonald, M. and Wallace, E. (2010). Creating Powerful Brands. Oxford: Elsevier.
Kapferer, J. N. (2012). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan Page.