This module is only available for students following the MBA (Marketing) specialist route. You cannot take this module if you are studying any other route.

This is compulsory on MBA (Marketing).
This module runs every trimester 1 (September).
This module fee is for Overseas fee payers only.

Detailed Description

This module is only available for students following the MBA (Marketing) specialist route. You cannot take this module if you are studying any other route. 

Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector.