This module explains and explores the critical aspect of branding 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
Learning Outcomes
By the end of the module students should be able to:
Explain how brands are defined and positioned to add value to organisations.
Critically evaluate the brand strategy.
Systematically explain the strategic process of building and sustaining brands
Asses the importance of responsible branding and the impacts of sustainable branding policies
Assessment
37286-01 : Individual Brand Audit : Coursework (80%)
37286-02 : New Luxury Brand Development Group Assignment : Coursework (20%)
Assessment Methods & Exceptions
Assessment:
Group work: A digital artefact, such as a 3 minute podcast, or a 1 page poster supported by a max. 900-word written group report or equivalent. (20%)
A 3500 words individual coursework 80%.
Reassessment:
Reassessment by failed element.
A reflection supported by theory on the group work (750 words)(20%).
