Detailed Description

The aim of the module is to further develop the student's knowledge and understanding of brand management. Through in-depth analysis and critical evaluation of brand management theory, you will be able to fully appreciate the value of brand to organisations. The following 10 topics are covered in this module: Brands and branding; Beyond the Functionalism of a Brand; Brand Equity; Brand Positioning; Brand Extension and Secondary Associations in Branding; Branding and Consumers; Service and B2B Branding; Advertising and Digital Branding; International Branding Strategy; Brand Crisis.