This module aims to enable the student manage a brand.
Introduction: Branding and Brand Management
Overview of the Nature and Process of branding: The historical development
The Branding Process
Understanding the branding process: The characteristics of brands, brand planning and development, Identifying and establishing brand positioning and values.
Building Brand Equity
Building brand equity: Analysis of the intrinsic and extrinsic elements of the brand, developing and sustaining added values, giving meaning to the brand name, integrating marketing communications with the brand, leveraging secondary associations to build equity, brand licensing and franchising.
Measuring brand Performance
Measuring and Interpreting brand performance: Developing a performance measurement system, measuring the success of brand equity, protecting brand equity.
Brand Planning
Planning and developing the brand: Managing brands over their lifecycles, managing brands over geographic boundaries and market segments
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 30 |
| Formal Examination | 70 |