STRATEGIC BRAND MANAGEMENT

SHE Level 5
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MMN523648
Module Leader Timothy Jackson
School School of Computing, Engineering and Built Environment
Subject GCU London
Trimesters
  • A (September start)
  • B (January start)

Pre-Requisite Knowledge

none

Summary of Content

Luxury goods companies live and die for their brands. This is clearly evident in the Interbrand top 100 list. The study of how consumers engage with a luxury brand is critical for any manager in building marketing strategy because brands now-a-days are considered the most valuable assets a company can have. Many claim that they can offer a long-term competitive advantage. This module explores the nature and role of the product from the perspective of brand delivery and experience across a range of luxury sectors. It highlights the importance of effective brand management in the luxury goods and services sector through a detailed consideration of the relative literature, supported by contextual examples. In addition, it explores the role of product, as a functional and value transfer device and as a brand dimension from a consumer perspective. The module will further explore building and managing brand equity and discuss how to develop successful consumer oriented brand strategies. By adopting a cross-category perspective of the business models used by international luxury organisations, this module focuses on the formulation and implementation of strategy with a central focus on branding and consumer decision making.

Syllabus

-360-2784b7 The nature of luxury and the luxury consumer. -360-2784b7 The evolution of brands and concepts of branding. b7 The dimensions of the luxury brand. b7 Brand structures, channels and management strategies for the luxury good sector. b7 Corporate social responsibility and its influence upon brand perceptions. b7 The role, nature and significance of products. b7 Product management, product development. b7 Sustaining value through product and brand management.

Learning Outcomes

On successful completion of this module the student should be able to:-1. Recognise and evaluate the factors that shape the luxury environment.2. Recognise and understand the nature and sources of competitive advantage.3. Critically understand and evaluate the concept of brand equity and importance of brands in luxury sector.4. Critically evaluate the value of adopting a strategic approach to branding in a luxury organisation. 5. Critically evaluate branding strategies to maximise brand equity over time.

Teaching / Learning Strategy

The lectures provide the structural framework for introduction to the key module themes. Lectures, augmented by seminars, are designed to provide an opportunity to critically examine, and challenge, those themes via a variety of contexts and as such develop a deeper understanding of the core issues through the direct involvement of students. Furthermore, a number of directed learning activity can help to further enhance the knowledge and provide the student a rounded insight into the luxury brand and its associated products. These directed activities shall include product examination, brand scrutiny, on-line video and selected reading. When appropriate, guest lecturers shall contribute to the syllabus.

Indicative Reading

-2784 Key Text Kapferer, J.N. & Bastien, V. (2009) The luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, London, Kogan-Page Recommended Reading Aaker, D. (2002) Building Strong Brands, London, Simon and Schuster Anta K (2014) New Luxury Consumer Behaviour and the Phenonemon of Trading Up, AV Akademikerverlag Gobe, M. (2001) Emotional branding: the new paradigm for connecting brand to people, New York, Allworth Press Lu P X (2008) Elite China: Luxury Consumer Beahviour in China, John Wiley and Sons Langer D A and Heil O P (2015) Luxury Essentials: Essential Insights and Strategies to Manage Luxury Products, Center for Research on Luxury -2784 Journals, Newspapers and Periodicals Architectural Digest The Financial Times Journal of Branding Journal of Brand Management Journal of Brand and Product Management Journal of Brand Marketing Journal of Brand Strategy International Herald Tribune International Journal of Brand Strategy Domus Lusso (www.lussoluxury.com) Quintessentially Vanity Fair

Transferrable Skills

Effective written communication, research skills, cognitive and intellectual skills including critical thinking.

Module Structure

Activity Total Hours
Lectures 12.00
Independent Learning 126.00
Assessment 30.00
Seminars (FT) 24.00
Tutorials (FT) 8.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 n/a Individual coursework 4000 words