Course overview
A company's brand will often be amongst the most valuable of their assets. Even start-up companies and individuals need to be conscious of what their brand stands for. The 'Brand Manager' in a large company is responsible for the maintaining and growing the value of the company's brand. This course prepares student for this role, for 'products' that may be a good or a service, a tangible or an intangible. Industry standard brand metrics are used as an introduction to practical measurement and management and the course advances to the theory of brand equity, points of parity and points of difference. Brand co-creation is explored, with particular reference to social media marketing such as Facebook, Twitter and Blogs. The leveraging of brand equity into brand extensions (as with Virgin) is evaluated as a form of growth strategy.
Course learning outcomes
- Discuss the role of branding in creating strong brandsidentify and explain strategies that build brand equity
- Demonstrate how knowledge of branding can be applied to marketing
- Display critical thinking and problem-solving skills
- Gain, evaluate, and synthesise information and existing knowledge from a number of sources and experiences
- Prepare a professional, logical and coherent brand development report within a specific context