Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Module Offerings
5523NCCG-JAN-PAR
5523NCCG-SEP-PAR
5523NCCG-SEP_NS-PAR
Aims
This module focuses on the importance of brand management from brand formation to measuring value and managing a portfolio of brands. Techniques to maximise brand value will be discussed.
On successful completion of this module, students will be able to demonstrate how effective brand management can be achieved.
Learning Outcomes
1.
Summarise how a brand is built and managed and how ethical brands differentiate themselves
2.
Analyse how brand hierarchies are established and managed.
3.
Compare techniques for measuring brand value.
4.
Evaluate the future for ethical brand management in a more socially and environmentally conscious world.
Module Content
Outline Syllabus:Theories of brand development
Advantages of branding for a variety of stakeholders
The increasing importance of sustainability to consumers.
Brand equity and positioning techniques
Brand management including reinforcing, revitalising and crisis
Portfolio management in the light of environmental issues- to green or dump?
Hierarchy building of portfolios- can environmental credibility be bought (Ben and Jerries and Cadburys)?
Market research for brand management
Brand extension and leverage, domestically and internationally
Brand measurement techniques
Brand equity audit
Relationship between branding and finance