Module: BM7301-15 Strategic Brand Management

Level: 7

Credit Value: 15

Module Tutor: Joshua Williams

Module Tutor Contact Details: j.williamsb@bathspa.ac.uk

1.Brief description and aims of module

This module introduces the key concepts in strategic brand management:

• The principles of building strong brands;
• The concept of brand equity, and the tools adopted by leading marketing research firms in brand building;
• Measuring brand performance, from the perspective of functional and emotional values;
• Implementing brand strategies.

‘A brand is a net present value of a cumulative trust that the owners’ past marketing efforts have earned from consumers.’ (Ed Burke, the former CEO of Johnson & Johnson). Firms are able to build favourable reputations through well-conceived and well-managed brands, which enhance the confidence of staff, buyers, and users. This module explores how businesses create strong brands that persuade consumers to remain loyal to them and even pay higher prices. Building a strong brand demands time, commitment, and a value creation approach from companies who need to learn how to create functional and emotional values better than their competitors.

2.Outline syllabus

Topics covered include:

• The characteristics of strong brands
• The value creation process
• The brand building process and steps
• The concept of brand equity and how to use it in building strong brands
• What is a brand personality and how to use scientific frameworks to understand consumers’ emotions and build relationships
• How to measure the performance of a brand from tangible and intangible perspectives

3.Teaching and learning activities

This module is taught by a mixture of tutor-led seminars, lectures and practical workshops with sector practitioners, student-led presentations and discussion, and the use of case studies and work-based learning scenarios.

Assessment Item 1:

• Assessment Type: Course Work
• Description: Report (3500 words)
• % Weighting: 100%