Overview

This module will explore the concept of branding and how brand equity is an essential component of successful brands. Students will learn how brands can build brand equity through the development, implementation and management of brand marketing programmes.

• Branding and brand management • Customer-based brand equity and brand positioning theory • Brand resonance and brand equity theory • Designing marketing programmes to build brand equity • Integrated marketing communications for building brand equity • Leveraging secondary brand associations for building brand equity • Developing brand equity measurement and management systems • Measuring, interpreting and monitoring the consumer mind-set • Measuring, interpreting and monitoring market performance

Assessment Strategy

A- to A** (70+%) An outstanding performance, exceptionally able with relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills. B- to B+ (60-69%): Very good performance with most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

C- to C+ (50-59%) Much of the relevant information and skills accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

D- to D+ (40-49%) No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

Learning Outcomes

• Apply managerial judgement, analytical and critical skills to brand management issues and problems.

• Demonstrate a thorough understanding of and be able to critically evaluate the theories and principles underlying brand management practices.

• Demonstrate a thorough understanding of how brand management practices might influence individual consumer behaviour and enhance brand equity.