Unit Catalogue

Standing out from amongst many other products or services in today's competitive global marketplace is an increasingly difficult task for brand managers. The brand is perhaps the most critical dimension in marketing and plays a central role in shaping all elements of the marketing mix. This unit focuses on contemporary techniques for developing, managing and evaluating brands. It introduces students to branding concepts, theories and models, as well as the challenges confronting brand managers. Students will explore branding across goods, services, organisations and places. Particular emphasis is placed on understanding the principles of branding at the customer level and how this informs managerial decision-making with respect to implementing an effective brand management process. Students also apply qualitative research techniques commonly used to investigate brand values, and gain insights to quantitative brand performance evaluation, including brand equity measurement and brand health tracking.