Brand Management

This module explores the strategic elements involved in developing and implementing strategies that lead to the creation of profitable and sustainable brands. It explores the concept of brand and brand equity, and covers the design & development of brands, techniques used to measure the value inherent in brands, and the strategic and operational issues involved in brand management.

1. Demonstrate and appraise the role of branding in the lives of consumers.

2. Discuss and debate the concept of brand equity, and describe the research tools and techniques used to measure brand equity.

3. Propose and illustrate the strategic elements involved in the successful building and management of a brand.

4. Critically evaluate the branding strategies of different firms.

5. Contrast and evaluate the strategies and techniques used by different firms to grow brands.