Please note this module descriptor is indicative of the structure of this course and may be subject to change.
Successful branding adds customer value and is a key element in gaining and protecting competitive advantage. The importance of brands and corporate reputation in both home & global customer and business-to-business markets is emphasised. This module critically addresses the multiple factors that contribute to successful branding decisions: brand management (strategic, operational and tactical considerations) and more innovative approach (identity and symbolism) that incorporates a cultural perspective on the importance of brands.
Managing Brand Equity & Customer Value
Managing the Brand Franchise: strategic perspective
Managing the Brand Franchise: operational & tactical perspectives
New Product Development: brand & line extensions
Brand Metrics: key performance indicators and value drivers
Socio-cultural meaning of low involvement brands
Socio-cultural meaning of high involvement brands
Brands role in corporate reputation.
On successful completion of the module the student should be able to:
1) Assess the role of brand management within the context of marketing management and corporate reputation.
2) Evaluate opportunities for brand growth and development.
3) Understand the complexity of brand identity, symbolism and consumer choice.
4) Critically explore the links between branding, communication and positioning strategies.
5) Evaluate the importance of brand equity and valuation for corporate success.
6) Critically evaluate the factors influencing global brand management.
A course map contains a list of the individual study units, called modules, that you study to complete your course. Some modules are compulsory, but you can sometimes choose modules outside your core area of study which interest you.
A module is a self-contained, individual unit of study. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module.
Course maps and module descriptors from previous years can be found in the Course Resources Archive.
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