Brand Development

• Credit value: 15 credits at Level 6
• Convenor: Dr Ammar Sammour
• Tutor: Jennie White
• Assessment: a 3000-word coursework report (100%)

In this module we introduce you to the theory and practice of branding, with an assumption that you already understand the principles of marketing.

Together we will explore the emerging body of theory on brands and their development from a critical perspective. You will be required to test the validity of these concepts and analytical frameworks by applying them to case studies of brands and branding problems. Through this process, you will learn to develop strategies for the development and maintenance of successful brands in a variety of market contexts.

By the end of this module, you will have:

• explored the role of branding from a corporate and consumer perspective
• been introduced to the various theories important to the understanding of branding
• knowledge of the role played by marketing communications in the building and maintenance of brands
• explored the implications of domestic versus international branding and the issues that can arise
• developed skills in brand marketing and its place in the overall marketing planning process.