This module explains and explores the critical aspect of brand and brand management from a range of perspectives and business contexts.  Core theories will be examined and critiqued, along with the use of real case examples which will assist students in developing knowledge and insights concerning the development of brands, strategically leveraging the power of brands from both a theoretical and practical, applied perspective.

Critical aspects covered during the module include how strategic brand management takes place in both large and small, high growth organisations; why building and creating brands is important for business growth and the financial value of the brand, and how brands can deliver value for businesses and to other key stakeholders from the ethical, functional, financial and emotional, consumer perspectives.

By the end of the module students should be able to:

• critically appraise the way that firms have differing assumptions about their brands and devise brand strategies within the context of firms' cultures;
• demonstrate a comprehensive knowledge and understanding of the holistic nature of brands and apply critical perspective when integrating branding resources to create and sustain powerful brands;
• systematically identify and explain the stages in the strategic process of building and sustaining brands and be competent applying each stage to a new or existing brand;
• critically evaluate and enhance the value of the intangible assets represented by the brand.