Unit Name Brand Management
This unit provides students with an enhanced depth and breadth of knowledge in the field of brand management. The current branding literature is critically and systematically evaluated to assess brand management strategies. The unit is designed so students can understand the dimensions of branding across geographic boundaries, brand portfolios, and over time. A strong emphasis is placed on scholarly work to enable an in-depth understanding of the relevant branding and marketing literature. Postgraduate capabilities that prepare students for competitive business careers are developed by applying advanced theory to complex, real-life branding challenges. The unit assumes prior knowledge equivalent to that provided by an undergraduate degree with a major in marketing, as well as graduate capabilities such as teamwork and presentation skills.
To critically evaluate the current branding literature.
To systematically assess brand management strategies.
To apply brand management theory to complex branding challenges.
To create research outputs that produce new knowledge or insights in relation to the dimensions of branding across markets, brand portfolios, and across time.
To develop critically reflective practice in relation to: the marketing and branding literatures; research activities and methodologies; team work; and also opportunities for future development.
Unit Administration and Introduction
Brands and Brand Management
Advice on research
Team Presentation formation
Customer-Based Brand Equity
Brand Positioning and Values
Choosing Brand Elements to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
Self Reflection Assignment due in class
Integrating Marketing Communications to Build Brand Equity
Leveraging Secondary Brand Knowledge to Build Brand Equity
Developing a Brand Equity Measuring and Management System
Measuring Source of Brand Equity: Capturing the Customer Mindset
Measuring Outcomes of Brand Equity: Capturing Market Performance
Designing and Implementing Branding Strategies
Introducing and Naming New Products and Brand Extensions
Managing Brands over Time
Managing Brands over Geographic Boundaries and Market Segments