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Brands and Branding

Module description

Summary:

Brands are one of the most valuable assets of the business. Furthermore, brands play significant role in our everyday life. Although managing brands is one of the most exciting marketing-related tasks, it is also a highly challenging task for marketeers, requiring an understanding of various disciplines spanning the social sciences and the humanities - for example, management, psychology, sociology, communication and design.

You will learn different approaches, theories, and concepts for creating and managing brands, managing brand portfolios and provides insights on drivers of successful brand strategies. This module will show you the importance of brand and communications in consumers’ daily lives and the society at large.

Internationalisation:
Extensive range of brand identity building, brand strategy and brand repositioning examples on local markets and in a global scale provide frameworks for understanding brand management process. This module encourages students to examine brands from their home countries in their assignments.

Employability:

Students will learn how to create and manage brands. This will develop their practical and problem-solving skills and enhance their own marketability for future employment.

As the Fundamentals of Marketing is the only pre-requisite module, Brand and Branding module could be suitable for specialists and non-specialists. All resources for this module are available on the ELE2 (Exeter Learning Environment).

Module aims - intentions of the module

To provide a thorough understanding of how brands and brand portfolios are created and managed. To provide a critical perspective on the managerial, psychological, and sociological aspects of branding. To provide understanding of the significant role of brands in consumers' daily lives, and in society at large. To develop skills in creating, evaluating, and developing brand strategies, using multiple theoretical insights.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

• 1. understand the managerial significance of branding in a competitive marketplace and within marketing and business strategy;
• 2. demonstrate knowledge of strategies for the creation and management of successful brands;

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

• 3. identify, analyse, synthesise different theoretical lenses to understand the role of brands in business and in society;
• 4. critically evaluate the models, theories and concepts commonly used in developing and managing successful brands.

ILO: Personal and key skills

On successfully completing the module you will be able to...

• 5. exhibit analytical, critical thinking and problem-solving skills;
• 6. develop key practical skills in creating and managing brands

Syllabus plan

Indicative syllabus plan:

• Brand definition. History and types of brands.
• Brand Management Process. Developing Brand Equity, . Creating the Brand.
• Creating Holistic Brand Experience. Emotional Branding.
• Creating Brand Identity: Brand Aesthetics & Symbolism.
• Brand Co-creation. Consumer Collectives.
• Brand Launch. Managing Brand Communication. Attention Economy.
• Brand activism. Brand Ethics, Social Responsibility, and Sustainable Consumption.
• Managing Brands. Brand Performance and Metrics. Brand Repositioning.
• Managing Brand Portfolio. Brand Architecture. Roles of the Brands.
• Brand growth and Brand Futures: Technology and Innovation in Branding Strategies.

Learning activities and teaching methods (given in hours of study time)

Details of learning activities and teaching methods

Formative assessment

Summative assessment (% of credit)

Details of summative assessment

Details of re-assessment (where required by referral or deferral)

Re-assessment notes

Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.

Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of referral will be capped at 40%.

Indicative learning resources - Basic reading

Basic reading: 

• Lalaounis, S. (2020).Strategic Brand Management: Creating and Marketing Successful Brands. London: Routledge.
• Keller, Kevin Lane, Swaminathan, Vanitha (2019) Strategic Brand Management: building, measuring, and managing brand equity. Fifth global edition. Pearson Education. 
• Kapferer, Jean-Noel. (2012) The new strategic brand management: advanced insights and strategic thinking. London: Kogan Page Ltd 

Key words search

Marketing, Branding, Brands, Innovation, Brand Management