What are the main factors that influence the success of a brand? How do marketers know if a brand is successful over time. On this module we’ll take an in-depth look at how brands contribute to competitive advantage. We’ll consider how marketers develop brand strategy, implement various forms of brand management techniques, sustain the growth of their brands, and look at different methods for evaluating brand success in dynamic environments. You’ll learn key theories of brand management and consider in detail how those theories work in practice through a case study based approach that considers an array of diverse brands from all across the globe.
Lecture 16, Seminar 16
Individual Narrated Poster (3 minutes) worth 20%.
Individual Portfolio (3000 words) worth 80%.
Reassessment Method: 100% Individual Portfolio (3000 words)
On successfully completing the module, students will be able to:
Apply core branding concepts and frameworks, such as brand equity, brand resonance, brand positioning, and brand knowledge to the analysis of practical marketing problems and case studies.
Critically analyse the role of brands within marketing and business strategies, emphasising their significance in attaining and sustaining competitive advantage.
Evaluate brand management practices across a variety of channels and touchpoints.
Develop and evaluate practical measures to effectively monitor brand performance.
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