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Courses / Modules / MANG6389 Strategic Brand Management

Strategic Brand Management

When you'll study it
Semester 2
CATS points
10
ECTS points
5
Level
Level 7
Module lead
Paurav Shukla
Academic year
2027-28
Module overview Aims and Objectives Syllabus Learning and Teaching Assessment
Module overview Aims and Objectives Syllabus Learning and Teaching Assessment

Module overview

The study of how consumers engage with a brand is crucial for any manager tasked with building a marketing strategy, given that brands today are considered key strategic and financial assets. In contemporary markets, brands are widely recognized as strategic and financial assets, with many scholars and practitioners arguing that strong brands confer sustainable competitive advantage. This module delves into the nature and role of products from the perspective of brand delivery and experience across various sectors. It emphasizes the strategic significance of brand management and explores how products and services function not only as vehicles of value transfer but also as critical dimensions of the brand from the consumer’s perspective. The module further investigates the principles of building and sustaining brand equity, and critically evaluates approaches to developing customer-centric brand strategies. By adopting a cross-category lens on business models employed by successful brands, the module provides strategic insights into the formulation and execution of branding strategies, with a particular emphasis on consumer decision-making processes.