The University of Southampton

MANG6334 Strategic Brand Marketing

Module Overview

A brand is as a means to distinguish the goods of one producer from those of others. The power of a brand plays a significant role in strategic marketing. It is often referred as one of a few strategic assets that can provide a company long-lasting competitive advantage. This module focuses on the nature of competitive branding strategy in a global context. It offers students the opportunity to understand a fundamental marketing strategy in brand management. The emphasis is on exploring the role of branding and the development of a brand in strategic marketing field and highlights the performance of a brand in the value competition.

Aims and Objectives

Module Aims

The aims of this module are: • Introduce students to the key concepts and theoretical frameworks for understanding brands from strategic marketing perspective. • Develop students' critical analytical skills and ability to apply marketing theory to real life brands and branding applications.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The concept of brand equity, brand performance and key principles of strategic brand management
  • Strategies used in the management of brands – both functional and symbolic
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Analyse visual content and brand management strategies
  • Demonstrate skills in time management
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Recognise and respond to challenges in the management of brands
  • Make recommendations to overcome and avoid specific brand challenges and threats.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Apply marketing theories to real life brand management
  • Critically evaluate brand strategy and make effective suggestions for companies


• The value of brand, brand concepts and brand elements. • Branding and brand management • Strategic branding • Brand marketing designing and implementation • Brand performance in the modern market

Learning and Teaching

Teaching and learning methods

Teaching methods include: Lectures, interactive case studies, directed reading, and individual assignment. Learning activities include: • Individual assignment • Private/guided study

Independent Study63
Total study time75

Resources & Reading list

Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 

Journal of Marketing. Journal

Harvard Business Review. Journal

Journal of Marketing Management. Journal

Journal of Consumer Research. Journal

De Chernatony, L. and McDonald, M. (2013). Creating Powerful Brands. 

European Journal of Marketing. Journal

Journal of Brand Management. Journal

Kapferer, J (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. 



In-class activities


MethodPercentage contribution
Individual report  (2000 words) 100%


MethodPercentage contribution
Individual assignment  (2000 words) 100%


MethodPercentage contribution
Individual assignment  (2000 words) 100%
Share this module Facebook Google+ Twitter Weibo

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.