Strategic Brand Management

Rationale and Purpose of the Module: The purpose of this module is to equip students with the fundamental concepts and theories of strategic brand management and enable them to critically engage with and apply key brand management theories and strategies to a range of relevant sectors and contexts. This level 8 marketing module provides students with specialised strategic brand management knowledge and skills, while engaging students in a range of current branding issues including the role of ethics and CSR and global branding.

Syllabus: The module firstly presents the history and origin of branding before focusing on brand building theories and models. It then explores the nature and role of brand image and corporate identity and corporate brand management. Brand equity from a consumer and financial perspective is introduced and compared. Brand building strategies are explored in a range of contexts including services, retailing, B2B and online. Strategic brand building is explored with strong emphasis on developing valuable, sustainable and ethical brands and managing successful brands in an increasingly globalised and digitalised context.