The module recognises brand management is a strategic management activity. It presents the principles that underpin brand management within an organisational context which adds value for a company. The module introduces, explores, applies and evaluates a range of strategic brand management issues that drive brand equity and value. The module presents brands as clusters of values and engages with both the goods and services in B2B and B2C sectors as well as engaging with mobile internet technologies. It is important brand marketers are sensitive to their brands’ context. Understanding and exploring brand context forms an important part of this module.
The material used to structure the lectures draws on the extant branding literature. The aim is to provide a solid theoretical grounding for subsequent case application and lecture discussion. Guest speakers from global brands will also be invited to speak on topics relating to their specialist area. The module aims for a balance between theory and practice.