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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.