Brand Management

• Credit value: 15 credits at Level 7
• Convenor and tutor: Olivier Sibai
• Prerequisite: Principles of Marketing (Postgraduate) or Advertising and Promotion
• Assessment: a 3500-word coursework report (100%)

Brands are among the most valuable assets of a company. However product, pricing, distribution and communication choices are made too often without taking into account their impact on brand equity. In this course, we will examine how to do marketing from a branding perspective. We will address the most important issues involved in building strong brands and in maximising the value of existing brands. Various industries (FMCG, B2B, not for profit) and goods (products, services, experiences) are covered.

The module is designed to expose you to a diverse range of learning experiences. Lectures from the module convenor are combined with guest lectures from practitioners, independent readings, individual coursework, discussions and case studies. This will allow you to enhance the depth and quality of your learning and help you develop an informed critical opinion about the different topics covered.

By the end of this module, you will be able to:

• understand the managerial significance of branding
• understand how branding relates to other areas of marketing
• understand the main branding models, concepts and analytical tools
• develop brand management strategies to meet marketing objectives
• identify the main branding challenges in contemporary markets and potential approach to overcome them
• critically evaluate organisations’ brand management initiatives
• demonstrate a critical personal view on brand management theory and practice today.