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

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.

Upon completion of this module you will be able to

LO1: Critically review strategic brand management theory.

LO2: Analyse different foundations used to value brands.

LO3: Formulate, evaluate and justify brand development decisions.

LO4: Critically appraise the role of the marketing mix in supporting successful brands.

LO5: Demonstrate creativity in formulating a brand and associated brand strategy.