This module introduces students to core theories about brand, branding and brand management as well as contemporary issues related to branding and brand management. It is based around understanding what brand, branding, and brand management are and illustrating effective brand management practices through a systematic and strategic branding process. This module will include:
• Introduction to Brand and Branding
• Brand positioning and values
• Brand loyalty and brand equity
• Plan and build brand equity
• Brand performance
• New products and brand extensions
• Manage brand over time
Total contact hours: 21
Private study hours: 129
Total study hours: 150
Main assessment methods:
Individual report (1500 words) (30%)
Examination, 2 hours (70%)
Reassessment method:
100% Exam
Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition (Global Edition), London: Pearson. (ISBN-13: 9780273779414)
Roper, S. and Hill, C. (2012). Corporate Reputation, 1st Edition, London: Pearson. (ISBN: 9780273727590)
Keller, K.L (2008). Best Practice Cases in Branding for Strategic Brand Management, 3rd Edition, London: Prentice Hall. (ISBN-10: 013188865X)
Walvis, T. (2010). Branding with Brains: The science of getting customers to choose your company, London: Prentice Hall. (ISBN-10: 0273719955)
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate knowledge and understanding of brand taxonomy, including corporate reputation, product and service brand, and branding;
- understand brand positioning and values as well as associated issues;
- understand brand loyalty, brand equity and associated implications;
- demonstrate knowledge and understanding of how to plan and implement brand marketing programmes and to execute the crucial tasks in strategic branding;
- build a systematic understanding of how to measure and monitor brand performance and apply this knowledge in actual business situations;
- demonstrate critical awareness of issues related to growing and sustaining brand equity and systematically apply these in brand management.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- demonstrate self-management skills
- exercise personal responsibility and decision-making
- work in interdisciplinary areas
- identify, analyse, and address both academic and practical problems
- communicate effectively through oral and written presentations
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