Brand Management: Building and Sustaining Brand Equity

Brand and brand management

We believe that all learning should begin with an immersion in real world problems. This thinking has influenced the design of the case-studies, lectures, seminars, and assessments, used to enable you to learn and evidence your learning. We incorporate current thinking and developments from both academics and industry participants. We draw on examples and case studies in the United Kingdom and all over the world. Learning is most powerful when it is social, responsive, authentic, and inclusive, which are the standards that have come to define the learning experiences on this module. The module aims to acquaint students with an appreciation of theoretical constructs and paradigms, current problems, and new insights related to brand management. To equip students with techniques and methodologies for assessing brand health and devising solutions to challenges related to building and sustaining brand equity in a highly dynamic, fragmented, and complex marketplace.

 Summary of Content

1. Brand and brand management

2. Brand strategy: Customer-Based Brand Equity, Brand resonance and value chain  

3. Designing and Implementing Brand Marketing Programs: Choosing Brand Elements to Build Brand Equity, Designing Marketing Programs to Build Brand Equity, Integrating Marketing Communications to Build Brand Equity, Leveraging Secondary Brand Associations to Build Brand Equity

4. Measuring and Interpreting Brand Performance: Developing a Brand Equity Measurement and Management System, Measuring Sources of Brand Equity: Capturing Customer Mind-Set

5. Growing and Sustaining Brand Equity: Designing and Implementing Branding Architecture Strategies, Culture influences on Consumer Purchase Behaviour, Product & Branding Extension (Introducing and Naming New Products and Brand Extensions).

Expectations

Specific expectations students can have of tutors:

Questions and queries can be emailed to the tutor or use messages on Bb and they will respond within 24 hours during the working week. The tutor will respond to each forum discussion in the first 4 weeks after which they will produce a summary response for each week.

Learning materials on BB will be available at least two weeks in advance. Formative feedback will be provided on assessments.

Specific expectations tutors will have of students:

Attendance

Active participation in all learning activities

Be professional in behaviour and communication

Prepare before attending classes

If absent, inform the tutor by email in advance as a courtesy

Every week will involve preparation activities. These ensure you grasp the subject knowledge and it prepares you for the assessments. You are expected to complete these each week before the webinar. After the webinar there will be activities to help you consolidate the learning for that week. It is expected you participate and complete these before the next week.

Brand strategy: Customer-Based Brand Equity, Brand resonance and value chain

1.3 Learning outcomes to be assessed

On completion of this module, the students should be able to:

LO1: Demonstrate detailed knowledge of concepts relating to consumer behaviour.

LO2: Analyse data concerning complex marketing problems and opportunities with a minimum of guidance, applying major consumer behaviour theories and concepts.

LO3: Apply a variety of consumer behaviour concepts and information to develop realistic and original solutions to complex marketing problems.

LO4: Be able to communicate problem solutions in an appropriate format.

LO5: Be able to access and use learning resources.

LO6: Be able to debate ideas and solutions in groups.

The project must address the following issues in the guide below:

 Part 1 Situational analysis of the brand (30%)

·Introduction: History of the Brand  

·Brand Consumers: Who are the consumers of the brand (segmentation and target market)

·Brand Cultural adaption:  Adaptation of the brand to different customers in different culture.

• Recognise some issues related to the customers or brand management.

Part 2: Brand Positioning strategies (20%)

·Brand Positioning ( Points of parity /points of difference)

·Value curve: Kapferer Value curve is needed to compare your selected brand with the competitors

Part 3: Strategies used to Build Brand Equity (30%)

·Designing Marketing Programmes to Build Brand Equity

·Leveraging Secondary Brand Associations and brand equity measurement

·Integrating Marketing communication strategy

Part 4: Recommendations and conclusions (10%)

·Recommendations should be practical and based on the analysis and market research.

·Conclusions: highlight the key points of the report .

Part 5: Presentation skills and Teamwork (10%)

• The project must demonstrate appreciation of relevant theories and frameworks embedded in the task. It must evaluate evidence, arguments and assumptions to reach sound judgements, and to communicate them effectively

• Harvard referencing and citation must be followed

Group will submit a peer feedback form (designed by the group) alongside with the report to assess each member’s teamwork.

Please note:

There is no need for the feedback form if you are equally contributing to the project.

Assessment 2 : Individual project: 3000 words business report 50%  Weighting

You are assigned as a brand manager’s assistant for a multinational brand, your job is to help senior brand manager to provide brand inventory and ensure that the brand is in a good health,

For this reason, you are going to conduct the following tasks in order to write a report and deliver it to your line manager.

Part 1: Designing and Implementing Brand Architecture Strategies 30%

·Brand Portfolios

·Brand Hierarchies

·Brand extension

Recommendations are required based on your critical analysis

Part 2: Brand Resonance and Brand value chain 30%

·Four Steps of Brand Building.

·Brand value chain analysis and market performance

Recommendations are required based on your critical analysis

Part 3 Measuring Sources of Brand Equity: Capturing Customer Mind-Set  30%

Qualitative and quantitative data collection are needed based on Kapferer discussion

(You can choose from following techniques: free Association, Projective Techniques, Zaltman Metaphor Elicitation Technique, Brand Awareness, Brand Image, Brand Responses, Brand Relationships,…)

Recommendations are required based on your critical analysis.