Strategic Brand Management

Learning Outcomes

Knowledge and Understanding

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

• The key principles of strategic brand management including brand value, brand equity and branding and competitive advantage;
• The macro environment for strategic brand management, including issues around reputation, ethics, industry structure, regulation and effectiveness.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Develop a brand management plan to achieve a specific brand objective.
• Make decisions about how to manage luxury and mass-market brands;
• Apply marketing and branding theories to real life strategic brand management;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Present effectively for business purposes.
• Write effectively for business purposes;
• Manage individual tasks, personal resources and time effectively;

The syllabus includes a range of topics relating strategic brand communications:

• Understanding products and brands and why it matters
• Customer based brand equity
• Customer equity management
• Brand value and brand positioning management
• Brand strategies, brand architecture and brand portfolio management
• Branding and story-telling
• Brand extension management and brand protection
• Brand transition management and rejuvenation

Teaching and learning methods

Teaching methods include:

• Lectures
• Interactive case studies
• Directed reading
• Individual assignment

Learning activities include:

• Individual assignment
• Private/guided study

Resources & Reading list

Journal Articles

European Journal of Marketing - General academic marketing journal that regularly feature articles on brands and brand management.

Journal of Brand Management - General academic marketing journal that regularly feature articles on brands and brand management.

Journal of Product and Brand Management - Specialist academic journal on brand management.

Journal of Consumer Psychology - Specialist academic marketing journal with a focus on consumer research that cover branding issues regularly.

Marketing Theory - General academic marketing journal that regularly feature articles on brands and brand management.

California Management Review - General (academic) management journal that frequently discuss brands and brand management.

Harvard Business Review - General (academic) management journal that frequently discuss brands and brand management.

Journal of Business Research - General (academic) management journal that frequently discuss brands and brand management.

Journal of Advertising - General academic marketing journal that regularly feature articles on brands and brand management.

Journal of the Academy of Marketing Science - General academic marketing journal that regularly feature articles on brands and brand management.

Journal of Marketing - General academic marketing journal that regularly feature articles on brands and brand management.

Journal of Consumer Research - Specialist academic marketing journals with a focus on consumer research that cover branding issues regularly.

Textbooks

Rosenbaum-Elliott R., Percy L. and Pervan S. (2015). Strategic Brand Management. Oxford: Oxford University Press.

Kapferer J. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. London: Kogan-Page.

Arvidsson A. (2006). Brands: Meaning and value in media culture. London and New York: Routledge.

Keller K. L., Apéria T. and Georgson (2012). Strategic brand management: A European perspective. Harlow: Pearson.

De Chernatony L. and McDonald M. (2013). Creating Powerful Brands. New York: Routledge.

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

Holt D.B. (2004). How brands become icons: The principles of cultural branding. Boston: Harvard Business School Press.

Formative

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

In-class formative opportunities

• Assessment Type: Formative
• Feedback: Formative feedback is provided as part of the discussions in class and for practice presentations for the group assignment.
• Final Assessment: No
• 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.

Repeat Information

Repeat type: Internal & External