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This subject focuses on the task of developing and managing brands. It examines the way in which brand decisions may contribute to creating competitive advantage and explains how to analyse industries, make changes in brand strategies over time, and respond to competitive moves. Students also gain an understanding of the issues involved in the development and management of new products, how to manage product lines, and how to measure, develop and manage their brand equity.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Analyse the fundamental principles involved in managing products and their brands;
- Explain the critical importance of product branding for superior business performance;
- Apply branding principles by conducting an in-depth brand management project using a real-world company as an example.
On successful completion of this subject, students should have improved the following generic skills:
- Critically evaluate an argument logically, such as the notion that brand identity and brand image are not always identical because brand identity is what the brand management seeks and brand image is what the customer seeks;
- Synthesise schools of thought in product and brand management, for example that a brand is a products name vs. a brand is a strategic market position;
- Provide solutions to a complex issue facing a firm. For example, what strategies should a firm employ in the face of a declining brand.
- Team work;
- Accessing empirical and theoretical research from various sources;
- Oral and written communication skills.
Last updated: 6 December 2019