STRATEGIC BRAND MANAGEMENT

SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524960
Module Leader Irene Garcia Medina
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimesters
  • A (September start)
  • B (January start)
  • C (May start)

Pre-Requisite Knowledge

Successful completion of undergraduate degree at 2.2 level or equivalent

Summary of Content

A critical knowledge of strategic brand management is vital to the development and maintenance of successful global and sustainable brands. This module examines the concepts of brand building and brand equity and provides students with an in depth perspective on the theories and concepts necessary to understand the essential elements of branding which recognises the cultural perspectives and economic opportunities and constraints of the global business arena. Additionally it examines the process of successful brand management and offers insights into how to lay branding groundwork to create profitable brand strategies based on ethical decision making, by building, measuring and managing brand equity.

Syllabus

Identifying and Establishing Brand Positioning and Values Brands and Brand Management Brand Positioning and Brand Values Planning and Implementing Brand Marketing Programs Choosing Brand Elements Designing Marketing Programs Integrating Marketing Communications Measuring and Interpreting Brand Performance Developing a Brand Equity Measurement and Management System Measuring Sources of Brand Equity: Capturing Customer Mind-Set Measuring Outcomes of Brand Equity: Capturing Market Performance Growing and Sustaining Brand Equity Designing and Implementing Branding Strategies Managing Sustainable Brands over Time Managing Brands over Geographic and Cultural Boundaries and Market Segments

Learning Outcomes

On successful completion of this module, the student should be able to:1. Demonstrate a critical understanding of the nature and importance of identifying and establishing brand positioning and values2. Demonstrate a strategic understanding of the complexities of planning and implementing brand management programmes3. Critically evaluate modes of measuring and interpreting brand performance4. Critically analyse and apply strategies for growing and sustaining brand equity

Teaching / Learning Strategy

Theoretical concepts are delivered through the lecture programme, these concepts are further analysed, elaborated and applied in a series of intensive seminars incorporating group discussions and oral presentations. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. The summative assessment will include a management report and an oral presentation. The assessment process is fully supported with custom made assessment workshops created in association with the Learning Development Service. Both academic and industry guest lecturers are used to enhance the teaching and learning strategy. The teaching philosophy incorporates the use of VLE's (Blackboard) whereby student resources will be served on a dedicated module website. This will provide a range of learning resources, including lecture materials, academic journals, videos and links.

Indicative Reading

Aaker, D. (2002) Building Strong Brands, Free Press, New York. Aaker, D. (1991) Building Brand Equity, Free Press, New York. De Chernatony, L. (2011) Creating Powerful Brands, 4 th edition, Butterworth-Heinemann, Oxford. De Chernatony, L (2010) 3 rd Ed From Brand Vision to Brand Evaluation; The Strategic Process of Growing and Strengthening Brands. Oxford Kapferer, J. N. (2012) The luxury strategy : break the rules of marketing to build luxury brands, Kogan Page, London Kapferer, J. N. (2012) New Strategic Brand Management: Creating and Sustaining Long Term Brand Equity, Kogan Page, London. Keller, K.L. et al. (2013) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4 nd edit. Pearson Education, Essex. Van den Bergh, J. and Behrer, M., (2016). How cool brands stay hot: Branding to Generations Y and Z. Kogan Page Publishers. JOURNALS -360 Journal of Marketing Brand Strategy Brand Week European Journal of Marketing Journal of Brand Management Marketing Marketing Week

Transferrable Skills

Cognitive and intellectual skills including critical thinking, self-reflection, creativity and ethical problem-solving ? Presentation skills: written communication in a variety of formats; visual communication and oral presentational skills. ? Planning and time-management; organising and planning work; self-management and independent working ? Inter-cultural awareness: understanding different perspectives, multi-cultural sensitivity and appreciation and ? development of a global mindset ? Inter-personal and group working skills including questioning and listening, influencing and persuading, advising others ? and giving feedback.? Research skills: information retrieval and collection; data analysis and synthesis ?

Module Structure

Activity Total Hours
Assessment (FT) 50.00
Lectures (FT) 24.00
Seminars (FT) 12.00
Independent Learning (FT) 64.00

Assessment Methods

Component Duration Weighting Threshold Description
Report n/a 100.00 50% Report 3000 words