This module advances understanding of how to practice marketing to build valuable brands for firms and their various stakeholders. It addresses the most important issues involved in building new brands and in maximizing the value of existing brands. The module draws on a variety of theoretical frameworks and tools, as well as practical examples, to advance insights that are both theoretically-informed and practice-relevant.
Main topics of the module include:
- Introduction: Products vs. Brands, why brands matter and key contemporary challenges
- Creating a strong brand identity: Strategy, Targeting, Competition, Positioning, Brand Architecture
- Leveraging secondary associations
- Brand equity: Building brand awareness
- Brand equity: Building brand image
- Holistic branding: Brand salience, Brand performance, Brand imagery, Brand judgements and Brand feelings
- Designing marketing campaigns to build brand equity
- Monitoring brand performance
- Managing brands over time
- Social branding: Brands as activists.
On successful completion of this module, you will be expected to be able to:
- understand the nature and value of brands for firms and their various stakeholders
- create an effective brand identity
- understand the dimensions of brand equity
- understand and evaluate marketing programmes to build brand equity
- understand different ways to measure brand performance and brand impact
- understand different ways to manage brands over time.
Coursework (30% weighting) - An individual branding report of up to 2,000 words.
Examination (70% weighting) - An unseen written examination of 2 hour-duration.