Luxury branding

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• communicate and present ideas effectively to audiences across a range of formats

Knowledge and Understanding

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

• specialist roles, skills, processes and audiences relevant to your discipline

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• creatively problem solve ideas through observation and investigation

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• demonstrate an understanding of the role of branding and creativity in the luxury environment

Overview of Syllabus 1. Managing Brand Equity 2. Brand identity/ brand value Brand identity/ brand value/ brand equity 3. Events, management of brand 4. Basic communication of luxury and intro to the 7Ps of marketing This is brocken down into the following Branding & Brand Management: Theories and frameworks of brand management Brand identity and equity Strategies for brand development and maintenance Case studies of successful luxury brands Week-by-Week Outline: Theoretical Foundations of Luxury Branding •Aaker’s Brand Equity Model •Keller’s Customer-Based Brand Equity (CBBE) Model •Kapferer’s Brand Identity Prism Brand Positioning and Differentiation •Positioning strategies for luxury brands •Differentiation through product, service, and experience •The sensory evolution of Luxury (luxury and the senses) •Case studies of successful luxury brand positioning Brand Identity and Image •Building a strong brand identity •Managing brand image and reputation •The role of storytelling in luxury branding Marketing Communications for Luxury Brands •Integrated marketing communications (IMC) for luxury brands •Digital marketing and social media strategies •Public relations, events and influencer marketing Brand Extensions and Collaborations •Strategies for brand extensions •Collaborations and co-branding in the luxury market •Risks and benefits of brand extensions Globalization and Cultural Adaptation •Challenges of global luxury branding •Adapting luxury brands to different cultures •Case studies of global luxury brands Future Trends in Luxury Branding •Emerging trends and innovations in the luxury market •Intro to the impact of technology on luxury branding •Predictions for the future of luxury branding

Teaching methods include: •Case studies •Lectures •Seminars •Workshops •Group tutorials •Independent self-study Learning methods include: •Accessing appropriate library and online material •Peer learning •In class group discussions •Independent study

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Mentor verification of practice competencies

• Assessment Type: Formative
• Feedback:
• Final Assessment:
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.