Module Code: H9BRMGMT
Long Title Brand Management
Title Brand Management
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 10
Module Coordinator: Louise (F) Maguire
Module Author: Louise (F) Maguire
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically evaluate how consumers develop brand attitudes, brand loyalty and emotional connections with brands.
LO2 Demonstrate a critical awareness of product and brand management theory and strategies that are essential in order to build, measure, and manage brand equity
LO3 Understand how brands are managing the digital environment in terms of building brand awareness and equity, communications and online WOM, both positive and negative.
LO4 Critically analyse contemporary brand related problems such as creating sustainable and ethical brands and develop appropriate strategies and initiatives.
LO5 Critically examine global brand building strategies and demonstrate an awareness of the challenges involved in managing brands in a global context.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

Module Content & Assessment

Indicative Content
Introduction to Brand Management
brief introduction to module topics then discussion around what is a brand? What brands do, approaches to branding.
Brand Equity
what is brand equity, what is it for, how is it created, nurtured, managed, measured? The underlying aspects of brand image, brand performance and brand ‘body and soul’, Keller’s Equity Triangle etc.
Positioning
segmentation, targeting, positioning, perceptual maps, when and how to re-position a brand
Brand Personality
how can a ‘thing’ (product) have a personality? Personality theory and critiques of said theory, antecedents of brand personality, leading to a discussion around self-concept.
Branding Strategies
brand portfolios, brand architecture, managing brands over time, staying relevant, brand extensions
Managing Global brands
going global – considering positioning, advertising, localisation versus standardisation, the importance of culture
Managing luxury brands
what is luxury? Status, conspicuous consumption, constituent value dimensions of luxury brands, luxury brand strategies
Brand loyalty and brand communities
why is brand loyalty important? Loyalty schemes, brand communities.
Assessment Breakdown%
Coursework100.00%

Assessments

Full Time

Coursework
Assessment Type: CA 1 % of total: 60
Assessment Date: n/a Outcome addressed: 1,2,3,5
Non-Marked: No
Assessment Description:
Individual essay submission. The most up-to-date annual Best Global Brands report is shared on Moodle and students pick one of those brands to analyse using brand management frameworks and theories.
Assessment Type: CA 2 % of total: 40
Assessment Date: n/a Outcome addressed: 1,2,3,4,5
Non-Marked: No
Assessment Description:
Group report submission on the creation and management of a sustainable, ethical Brand.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
The student must submit both elements of assessment, but a pass grade can be obtained by a combination of the marks i.e. the student does not have to pass both elements to complete the module. If a student fails to achieve a passing grade across both assessments, they must undertake a repeat piece of work.

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 30 Per Semester 2.50
Independent Learning No Description 220 Per Semester 18.33
Total Weekly Contact Hours 2.50
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 30 Every Week 30.00
Total Weekly Contact Hours 30.00
 

Module Resources

Recommended Book Resources
  • Keller, K.L. and Swaminathan, V.. (2020), ‘Strategic Brand Management: Building, Measuring and Managing Brand Equity’,, Global Ed. Pearson, London.
Supplementary Book Resources
  • Kapferer, J.N.. (2015), ‘Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare’,, Kogan Page Limited.
  • Romaniuk, J., and Sharp, B.,. (2022), ‘How Brands Grow: What Marketers Don't Know’ Part 2,, Oxford University Press.
  • Van Den Bergh, J., and Behrer, M.,. (2016), ‘How Cool Brands Stay Hot: Branding to Generations Y & Z’, 3rd Ed. Kogan Page.
This module does not have any article/paper resources
Other Resources
  • [Further reading:], Journal of Marketing.
  • [Further reading:], Journal of Brand Management.
  • [Further reading:], Journal of Consumer Research.
Discussion Note: