The module aims to equip students with advanced knowledge of how brands contribute to achieving and maintaining competitive advantage.
It is based around three areas, brand strategy, managing brands and measuring brand effectiveness.
Indicative topics are:
Key terms in branding
Brand positioning and values
Brand loyalty and brand equity
How to develop brand equity
Managing brand performance
New products and brand extensions
Managing brands over time and brand protection
Brand metrics
Private Study: 128
Contact Hours: 22
Total: 150
Main assessment methods
VLE Test (Moodle Quiz) (20%)
Individual Report (3000 words) (80%)
Reassessment methods
100% coursework
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1 Identify and discriminate between core branding ideas and frameworks including corporate reputation, product and service brands, brand equity, brand loyalty, brand identity, brand personality and brand architecture.
2 Critically analyse how brands fit into marketing and business strategy and the importance of branding for achieving and maintaining competitive advantage.
3 Critically assess brand positioning and values as well as associated issues.
4 Demonstrate a critical awareness of the external challenges of managing brands in the global environment.
5 Demonstrate knowledge and understanding of how to plan and implement strategic brand marketing programmes
6 Develop and critically evaluate measures to monitor brand performance which can be applied in practice.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 Select, organise, develop and synthesise complex material
2 Plan, work and study independently
3 Critically formulate a considered outline of a logical case/argument.
4 Undertake research tasks with the minimum of guidance
University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.
