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Overview

• Introduction to branding and brand management • Customer-based brand equity and brand positioning • Brand equity theory • Designing marketing programmes to build brand equity • Integrated marketing communications for building brand equity • Leveraging secondary brand associations for building brand equity • Developing brand equity measurement and management systems • Measuring, interpreting and monitoring the consumer mind-set • Measuring, interpreting and monitoring market performance

Assessment Strategy

A- to A** (70% +) Excellent standard: An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

B- to B+ (60-69%) Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

C- to C+ (50-59%) No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives. Limited use of creative and reflective skills.

Learning Outcomes

• Analyse and critique the techniques used by brand managers in developing a successful global brand.

• Apply managerial judgement, analytical and critical skills to brand management issues and problems.

• Demonstrate a thorough understanding of and be able to critically evaluate the theories and principles underlying global brand management practices.