The module will be developed across three broad themes relating to the development and management of brands:
Theme 1 Building a brand
Introduction to branding,
How a brand is built
Building brands based on vision and consumer insight
Developing the brand plan; segmentation, targeting and positioning
Segmentation; how to identify segments of customers within markets.
(JP) Value, behavioural and task based segmentation.
Targeting; identifying segments to target.
Positioning; achieving a superior position in the minds of customers relative to competitors
Communicating and testing the brand with consumers.
Ways to launch the brand.
Getting feedback and iterating the brand
Aligning the brand to consumers and maximising its reach
Theme 2 Managing growth
Managing a brand and a portfolio of brands
Brand portfolios: What is the role of individual brands in a portfolio?
Brand hierarchy: how are brands and sub-brand linked within a hierarchy?
Brand extensions: how can new brands be introduced that leverage existing ones?
How should brands be managed brands over time?
The product/brand lifecycle
The product life cycle: its stages and determinants
Managing demand and the marketing mix over the life cycle
Pros and cons of product life cycle concept
Managing a brand' costs
Types of costs and cost reduction strategies.
Break-even analysis. o Profitability versus market share/sales.
Brand collaborations, JVs and partnerships
Developing brand collaborations
When brands come together
Theme 3 Evaluating the brand
Building brand value/equity
What is brand equity?
Why measure it? o How is brand equity built?
Tools and techniques to build brand equity
What is the role of various media in building brand equity?
Brand measurement and testing techniques
Marketing testing techniques
Brand tracking
Net promoter score
Brand Asset Validator
Brand evaluation
Profitability versus market share/sales.
Assessing market response.
Scheduled Hours: 25
Independent Study Hours: 125
Total Study Hours: 150
Group presentation – 30 minutes (30%)
Individual report – 3500 words (70%)
A pass must be achieved in the individual report element of assessment in order to pass the module.
Keller, "Strategic Brand Management: Global Edition, 4/E" ISBN-13: 9780273779414
Light and Kiddon, “New Brand Leadership: Managing at the Intersection of Globalisation, Localisation and Personalisation, 1/E” ISBN-13: 9780134193823
Other resources:
Brand Vision: https://www.prophet.com/theinspiratory/2014/03/19/it-starts-with-a-brand-vision/
Purpose Driven Brands: http://www.fastcoexist.com/3019856/10-ways-todays-purpose-driven-brands-can-bring-their-core-values-to-life
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:
1 Critically evaluate how brands are developed and nurtured over time and aligned to the target audience.
2 Critically evaluate the impact brands have on the employees, stakeholders, culture and strategy of an organisation.
3 Demonstrate a systematic knowledge and understanding of the key issues and challenges brands face at the early stages, and determine strategic ways in which to mitigate against them.
4 Demonstrate a systematic knowledge and understanding at a strategic level of how brands are managed over time using a variety of tools and techniques.
5 Critically evaluate the various ways and strategic rationale for brands to enter into collaborations and partnerships, highlighting the pros and cons of doing so.
6 Critically evaluate the key tools and techniques that can be used to measure a brand's health over time and develop strategic capability and thinking to maximise a brands potential.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
1 Demonstrate the ability to manage their own learning, and to make use of scholarly reviews and primary sources (e.g. refereed research articles and/or original materials appropriate to the discipline).
2 Describe and comment on aspects of current research or advanced scholarship.
3 Communicate appropriately to both specialist and non-specialist audiences.
4 Collaborate with others and work independently to critically evaluate problems and propose a range of solutions identifying strengths and weaknesses of each solution.
5 Demonstrate an appreciation of the uncertainty, ambiguity and limits of current knowledge.
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