Building on the earlier core Marketing module, this elective is designed to develop a critical understanding of brand management as a major issue in strategic marketing. This module moves away from the traditional classical model of branding, which emphasised the consumer, and instead addresses the new, more balanced perspective which recognises the importance of staff and other stakeholders as brand builders. The latter necessitates an integrated communications approach, as successful corporate brands result from coordinated pan-company actions involving stakeholders, to create coherent brand promise. No longer is it viable to claim long term competitive advantage from functional benefits: instead corporations recognise the importance of emotional differentiation, driven by their organisational culture.
The module opens by discussing the nature of brands, the concept of the brand as a promise, and mechanisms to encourage a coherent brand strategy. The attributes associated with powerful brands will be explored, along with techniques to ensure effective brand differentiation. You will be exposed to diverse managerial interpretations of the brand concept and will see how models enable brand evolution to be anticipated. A typology of added values will be described. A significant amount of time will be devoted to a strategic framework which enables the development of a coherent brand.