Managing Brands

Aims of the module

This module enables you to take a strategic approach to branding at a product/service level so that it is consistent with the corporate brand and impacts reputation positively. You will gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise. You will also be able to ensure the success of the brand through adequate resourcing and monitor and maintain the brand in the long term.

Module structure

The module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment. By the end of this module you should be able to

Unit 1: Brand Strategy

Understand how brands are defined and positioned to add value to organisations (15%)
Assess the elements of brand strategy (15%)

Unit 2: Brand Management

Understand the factors that drive brand identity and success (15%)
Develop a brand plan to deliver the brand strategy (20%)

Unit 3: Brand Metrics

Apply a range of techniques to manage the resources to deliver the brand plan (15%)
Interpret brand metrics and adapt the brand plan for continuous improvement (20%)

Assessment: Assignment