Strategic Branding and Luxury Marketing

Learning Outcomes

Knowledge and Understanding

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

• The strategies used in the management of brand/luxury brand – both functional and symbolic.
• The concept of brand equity, brand performance and key principles of strategic brand management.
• The nature and behaviour of the luxury customer and its segmentation.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Identify, develop and apply marketing principles in the context of the luxury brand industry.
• Apply marketing theories to real life brand management.
• Critically evaluate brand strategy and make effective suggestions for companies.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Analyse visual content and brand management strategies.

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• Recognise and respond to complex challenges in the management of brands.
• Explain luxury related marketing concepts clearly and to critically apply these to the different types of customer and issues such as gender, identity, and aspiration.
• Make recommendations to overcome and avoid specific brand challenges and threats.

• The value of brand, brand concepts and brand elements.
• Branding and brand management
• Strategic branding steps
• The history & tradition) and development of luxury as a social and commercial phenomenon
• Understanding the luxury consumer - tribes, status, culture… etc. as segmentation drivers
• Developing and managing symbolic, functional and experiential brand attributes

Teaching and learning methods

Teaching and learning methods include:

Lectures, interactive case studies, directed reading, class discussion, project assignment, and private/guided study

Resources & Reading list

General Resources

Recommended Journal:. • Journal Retailing • Journal of Consumer Research • Journal of Marketing • Harvard Business Review • Journal of Marketing Management • European Journal of Marketing • Journal of Brand Management • Journal of Business Research • Journal of Product and Brand Management

Textbooks

Wiedmann, K.P. & Hennigs, N. (2013). Luxury Marketing - A Challenge for Theory and Practice. Springer.

Batat, W. (2019). The New Luxury Experience: Creating the Ultimate Customer Experience. Springer.

Chevalier, M. Mazzalovo, G. (2012). Luxury Brand Management: A World of Privilege. John Wiley & Sons.

Kapferer, J. (2012). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London: Kogan Page.

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

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

Formative

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

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