SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN525002
Module Leader Erica Charles
School School of Computing, Engineering and Built Environment
Subject GCU London
  • A (September start)
  • B (January start)

Summary of Content

Critical to marketing activity is the brand. Particularly within the fashion and lifestyle sector, which is notable for its complexity, diverseness and constant evolvement of brands. Dimensions of a brand are recognised as the means by which the brand is managed by the company and represented within the marketplace. It serves to convey a distinct image and positioning of a company's products and services and acts as a differentiator amongst its competitors. Further, from the consumer perspective, it offers an experience. Drawing upon contemporary theory and practice, the module explores the various issues associated with developing new brands, in doing so, introducing them to market. The module content covers the key issues associated with brand development and brand management including dimensions of brand identity, brand positioning, brand image, brand equity, branding strategies, cross cultural branding; and sustainability branding via the concept of environmental and social benefits.


Brand conception: introducing and naming new brands Developing a visual brand identity online and offline Identifying and establishing brand positioning and targeting Sustainability and brand positioning. Integrating marketing communications to build brand equity Measuring sources and outcomes of brand equity Designing and implementing branding strategies. Managing brands over geographic boundaries and market segments

Learning Outcomes

On successful completion of the module the student should be able to:- 1. Understand the managerial significance of branding in a competitive fashion and lifestyle. CW012. Effectively apply branding principles and communication theories to a new brand concept. CW013. Develop a brand management and communications strategy to meet marketing objectives. CW014. Explore digital media for fashion and lifestyle by importing, creating and manipulating image files and effectively communicate ideas through visual presentation formats. CW015. Manage the processes involved in developing a digital brand portfolio. CW01

Teaching / Learning Strategy

The teaching and learning strategy consists of lectures, seminars, labs and tutorials. Lectures are used to communicate key theories and practices of the subject. Seminar groups are used to discuss brand management issues, often via case studies. Labs are used for brand development work wherein students will be using Indesign, photoshop and illustrator. Formative feedback is provided in tutorials. Directed study takes the form of reading and group discussion outside of class. Field visits and guest lecturers will be drawn upon to enhance students' learning. All module materials are made available to students via the University's VLE, GCU Learn.

Indicative Reading

D'Arienzo (2016) Brand Management Strategies, Fairchild Books De Chernatony L. (2010) From Brand Vision to Brand Evaluation, 3 rd edition Routledge De Chernatony L. & MacDonald M. (2011) Creating Powerful Brands: The Strategic Route to Success in Consumer, Industrial and Service Markets, 4 th edition, Routledge Cope J. & Maloney D. (2016) Fashion Promotion in Practice, Fairchild Books Hameide K.K. (2011) Fashion Branding Unraveled, Fairchild Books Hancock II J.H. (2016) Brand/Story: Cases and Explorations in Fashion Branding, Fairchild Books Harris C. (2017) The Fundamentals of Digital Fashion Marketing, Bloomsbury Publishing Kapferer J-N. (2015) How Luxury Brands Can Grow Yet Remain Rare, Kogan Page Jin B. & Cedrola E. (2017) Fashion Branding and Communication: Core Strategies of European Luxury Brands, Palgrave Macmillan Kapferer J-N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking, 5 th edition, Kogan Page Raturi S. (2016) Strategies for Fashion Brand and Private Label, LAP Lambert Academic Publishing Rowles D. (2017) Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement, 2 nd edition, Kogan Page Schaefer W. & Kuehlwein J.P. (2015) Rethinking Prestige Branding: Secrets of the Uber-Brands, Kogan Page Tungate M. (2012) Fashion Brands, Kogan Page Wheeler A. (2017) Designing Brand Identity: An Essential Guide for the Whole Branding Team, 5 th Edition John Wiley & Sons Journals Fashion and Textiles Journal of Global Fashion Marketing Journal of Fashion Marketing and Management Journal of Brand Management Journal of Product and Brand Management Websites Business of Fashion

Transferrable Skills

Visual and written communication Organising and planning work Intercultural awareness Global mind set Research skills Ability to apply knowledge and theory to real-world problems Creativity in applying knowledge to contemporary issues and emerging themes in marketing Ability to prioritise tasks and manage time Problem solving

Module Structure

Activity Total Hours
Practicals (FT) 12.00
Assessment (FT) 40.00
Independent Learning (FT) 72.00
Tutorials (FT) 2.00
Lectures (FT) 12.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 50% Illustrated Individual Portfolio 3,000 words (Day 5, Week 13)