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Courses

MANG6389 Strategic Brand Management

Module Overview

Aims and Objectives

Module Aims

Brands are increasingly a strategic asset that can provide a company long-lasting competitive advantage if managed effectively. The aims of this module are: - Introduce learners to the key concepts and theoretical frameworks for understanding brands from strategic perspective. - Develop students' critical analytical skills and ability to apply marketing theory to real life brands. - Critically understand and evaluate the concept of brand equity and the value of adopting a strategic approach to branding. - Critically evaluate branding strategies to maximise brand equity over time

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:

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

Having successfully completed this module you will be able to:

  • Write effectively for business purposes;
  • Manage individual tasks, personal resources and time effectively;
  • Work effectively as part of a task-orientated and diverse group;
  • Present effectively for business purposes.

Syllabus

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

Special Features

N/A

Learning and Teaching

Teaching and learning methods

Teaching methods include: - Lectures - Interactive case studies - Directed reading - Individual assignment Learning activities include: - Individual assignment - Private/guided study

TypeHours
Independent Study70
Teaching30
Total study time100

Resources & Reading list

Harvard Business Review - General (academic) management journal that frequently discuss 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 Research - Specialist academic marketing journals with a focus on consumer research that cover branding issues regularly. 

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

Holt D.B. (2004). How brands become icons: The principles of cultural branding. 

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

Arvidsson A. (2006). Brands: Meaning and value in media culture. 

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

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

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

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

Journal of Marketing - 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. 

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

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

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

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

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

Assessment

Formative

In-class formative opportunities

Summative

MethodPercentage contribution
Group presentation  (30 minutes) 50%
Group report  ( words) 50%

Repeat

MethodPercentage contribution
Report  (4000 words) 100%

Referral

MethodPercentage contribution
Report  (4000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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