Course Resources Archive

This module explores the topic of brands and brand management, extending the marketing knowledge and skills developed in levels 4 and 5. The importance of brands in both customer and business to business markets and the fields of consumer identity and corporate reputation, in home and global markets, are emphasized.  Successful branding adds customer value and is a key element in gaining and protecting competitive advantage.  This module critically assesses the multiple factors that contribute to successful branding decisions from both a traditional marketing perspective (equity and positioning) and a more innovative approach (identity and symbolism) that incorporates a cultural perspective on the importance of brands.

Indicative topics include:

The role of brands in marketing and why brands matter.

The evolution and genetics of brands.

Cultural and symbolic meanings of brands

Brand architecture and strategy.

Brand communication and positioning.

How brands grow and brand deletion.

Naming brands.

Metrics for managing brands

Brands role in corporate reputation.

Managing global brands.

A student passing this module 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.

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.