In a realm defined by continual innovation and evolving consumer dynamics, our Branding module invites you to delve into the nuanced craft and strategic expertise involved in shaping enduring brand identities. By delving into real world case studies, engaging discussions and collaborative projects, you'll not only grasp the theoretical foundations but also cultivate practical insights into the dynamic world of branding. You'll emerge with a profound understanding of how to strategically build and manage brand identities that leave a lasting impact.
Total contact hours: 21
Private study hours: 129
Total study hours: 150
Main assessment methods:
Individual report (1500 words) (30%)
Examination, 2 hours (70%)
Reassessment method:
100% Exam
Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition (Global Edition), London: Pearson. (ISBN-13: 9780273779414)
Roper, S. and Hill, C. (2012). Corporate Reputation, 1st Edition, London: Pearson. (ISBN: 9780273727590)
Keller, K.L (2008). Best Practice Cases in Branding for Strategic Brand Management, 3rd Edition, London: Prentice Hall. (ISBN-10: 013188865X)
Walvis, T. (2010). Branding with Brains: The science of getting customers to choose your company, London: Prentice Hall. (ISBN-10: 0273719955)
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate knowledge and understanding of brand taxonomy, including corporate reputation, product and service brand, and branding;
- understand brand positioning and values as well as associated issues;
- understand brand loyalty, brand equity and associated implications;
- demonstrate knowledge and understanding of how to plan and implement brand marketing programmes and to execute the crucial tasks in strategic branding;
- build a systematic understanding of how to measure and monitor brand performance and apply this knowledge in actual business situations;
- demonstrate critical awareness of issues related to growing and sustaining brand equity and systematically apply these in brand management.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- demonstrate self-management skills
- exercise personal responsibility and decision-making
- work in interdisciplinary areas
- identify, analyse, and address both academic and practical problems
- communicate effectively through oral and written presentations
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