Brands and products are crucial to the success of organisations. The module focuses on brand strategy, brand management, and measuring brand effectiveness. You will be able to apply this knowledge to successfully manage brands in modern globally operating organisations.
Lecture 16, Seminar 16
Individual Report – Branding Proposal (2000 words) worth 80%.
Individual Presentation (5 minutes) worth 20%.
Reassessment Method: 100% Individual Report – 2000 words
On successful completion of this module, students will be able to:
1. Critically evaluate branding ideas and frameworks including corporate reputation, product and service brands, brand equity, brand loyalty, brand identity, brand personality, brand performance, brand architecture and brand positioning.
2. Critically analyse how brands fit into marketing and business strategy and the importance of branding for achieving and maintaining competitive advantage.
3. Critically examine brand positioning and brand values, alongside related strategic issues.
4. Demonstrate critical awareness of the external and global challenges associated with managing brands.
5. Develop and critically evaluate practical measures for monitoring and assessing brand performance.
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