Branding

Recommended Prerequisites

Not applicable.

Teaching Methods

An interactive presentation style is used to explore core ideas and concepts as well as engaging with students to get them to consider examples of the points raised. Appropriate advertisements are downloaded via the internet to show the application of frameworks.

Learning Outcomes

Successful brand management does not just depend on organizations concentrating on customers. Rather, it depends on a more balanced perspective, where customers and staff are regarded as key stakeholders and a more strategic approach is adopted.
There is a greater likelihood of success if an integrated approach is adopted so at every point of contact with the customers’ a coherent enactment of the brand promise results. As such, this course addresses the need to find ways of characterising brands and within the context of a stretching brand vision, a strategic approach is adopted to ensure brand growth.

Work Placement(s)

No

Syllabus

1) Appreciate the tactics of managing brands
2) Be able to strategically develop brands
3) Understand how to characterise the nature of a brand
4) Be confident in an ability to differentiate a brand from competitors’ brands
5) Appreciate how to develop added value options for brands
6) Be able to evaluate the extent to which there is an integrated use of resources to support a brand
7) Understand how to devise a stretching brand vision.

Head Lecturer(s)

Arnaldo Fernandes Matos Coelho

Assessment Methods

Assessment continuous
Assessment continuous: 100.0%

Bibliography

de Chernatony, Leslie (2010) From Brand Vision to Brand Evaluation. Oxford: Butterworth-Heinemann.
de Chernatony, Leslie; McDonald, Malcolm; Wallace, Elaine (2011) Creating Powerful Brands. Oxford: Butterworth-Heinemann.