There are no pre-requisites for this module to be added

The aim of the module is to further develop your 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; Brand Equity; Brand Positioning; Brand Portfolio; Brand Design; Internal, Service and B2B Branding; Digital Branding and Communication; Conscientious Brands; and International Branding Strategy.

Upon completion of this module you will be able to

LO1: Explain the role of brands, from the perspective of consumers and organisations.

LO2: Critically review strategic brand management theory.

LO3: Examine different foundations that are used to value brands.

LO4: Formulate, evaluate and justify brand development decisions.

LO5: Evaluate the role of the marketing mix in supporting successful brands.