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Branding Strategies - MAN00034I

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: I
  • Academic year of delivery: 2023-24
    • See module specification for other years: 2024-25

Module will run

Occurrence Teaching period
A Semester 1 2023-24

Module aims

This module aims for the students to develop:

  • 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 100

Special assessment rules

None

Indicative reassessment

Task % of module mark
Open Examination 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

Main textbook:

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.

Keller, K. L., Aperia, T. and Georgson, M. (2011). Strategic Brand Management: A European Perspective. London: Financial Times/ Prentice Hall.

Useful Journals:

Journal of Business Research

European Journal of Marketing

Harvard Business review

Industrial Marketing Management

Journal of Consumer Research

Journal of Marketing

Journal of Marketing Management

Journal of Marketing Research

Journal of Product and Brand Management

Strategic Management Journal


The information on this page is indicative of the module that is currently on offer. The University constantly explores ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.