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.
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