Module Information

Module Identifier
Module Title
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials 10 x 4 hour sessions


Assessment Type Assessment length / details Proportion
Semester Assessment Individual Research Project of 3000 words  65%
Semester Exam Individual viva examination of 30 minutes  35%
Supplementary Assessment Individual Research Project of 3000 words  65%
Supplementary Exam Individual viva examination of 30 minutes  35%

Learning Outcomes

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

Demonstrate an understanding of the concept of branding and the role of branding.

Demonstrate an understanding of how the strategic challenges that brands face influence the application of branding techniques.

Critically discuss how brand equity is built, measured and managed.

Critically discuss the relationship consumers have with brands.

Undertake and write-up a piece of primary research.

Communicate the findings of a piece of primary research by drawing on the theories considered in the module.


Brands have become an important element in the Strategic Marketing activities of commercial and non-commercial entities. This module explores the meaning and role of brands in the broader societal context while at the same time providing students with practical insights into the management of brands in different environments and contexts.


Part 1: Understanding the Role of Branding
Defining Brands
The Application of Branding

Part 2: Strategic Management of Brands
Building Brand Equity
Measuring Brand Equity
Managing Brand Equity

Part 3: Brands and Stakeholders
The Brand Community
The Authentication of Brands
Brand Relationships

Brief description

This Branding module provides students with an understanding of the brand as a concept. It considers how brands are managed. The different strategic challenges encountered by brand managers are used to explore the value of the brand and the equity that can be created. The module places the brand in the context of society and the way in which consumers encounter, engage with and use brands.

Module Skills

Skills Type Skills details
Application of Number Tackle problems involving numbers
Communication 1. Read in different contexts and for different purposes; 2. Write for different purposes and audiences; 3. Speak in different contexts and for different purposes (inc. presentation and discussion); 4. Listen effectively
Improving own Learning and Performance
Information Technology 1. Use a range of commonly used software packages and on-line systems; 2. Present information and data
Personal Development and Career planning
Problem solving 1. Identify problems; 2. Identify factors which might influence potential solutions; 3. Develop creative thinking approaches to problem solving; 4. Evaluate advantages and disadvantages of potential solutions; 5. Construct a rational proposal in response to a problem
Research skills 1. Plan and carry out research; 2. Produce academically appropriate reports
Subject Specific Skills Students will be able to demonstrate an understanding of the strategic role of branding within Marketing. Through consideration of brand management issues they will acquire skills in analyzing problems, generating responses and communicating identified best case scenarios.
Team work

Reading List

Essential Reading
Keller, Kevin Lane (2008.) Strategic brand management :building, measuring and managing brand equity /Kevin Lane Keller. 3rd ed. Pearson ; Primo search
Recommended Text
European journal of marketing. MCB Publications Ltd. International Journal of Retail & Distribution Management Primo search International Journal of Sports Marketing & Sponsorship Primo search (1983-) International marketing review. Corporate Press Journal of Marketing Primo search Journal of Political Marketing Primo search Journal of Relationship Marketing Primo search Journal of Travel & Tourism Marketing Haworth Press ([1985-]) Journal of marketing management. Westburn Publishers Primo search ([c1983-) Marketing intelligence & planning. MCB University Press (c1986-) The journal of business & industrial marketing. Grayson Associates (c1992-) The journal of product & brand management. Grayson Associates (c1987-) The journal of services marketing. Journal of Services Marketing, Inc.
Supplementary Text
Alexander, N. and Colgate, M. (2005) Journal of Marketing Management Customers' Responses to Retail Brand Extensions Vol. 21, No. 3-4, pp. 393-419 Primo search Ballantyne, D. and Aitken, R. (2007) Journal of Business & Industrial Marketing Branding in B2B markets: insights from the service-dominant logic of marketing 22(6), pp.363-371 Primo search Balmer, J. and Greyser, S. (2006) European Journal of Marketing Corporate Marketing 40(7/8), pp.730-741 Primo search Fan, Y (2005) Corporate Communications: An International Journal Ethical branding and corporate reputation 10(4), pp.341-350 Primo search Greyser, S., Balmer, J., Urde, M. (2007) European Journal of Marketing The monarchy as corporate brand 40(7/8), pp. 902-908 Primo search Kent, T., Stone, D. (2007) International Journal of Retail & Distribution Management The Body Shop and the role of design in retail banking 35(7), pp. 531-543 Primo search Laforet, S (2007) Journal of Product and Brand Management British grocers' brand extension in financial services 16(2), pp. 82-97 Primo search Mowle, J., Merrilees, B. (2005) Journal of Product & Brand Management A functional and symbolic perspective to branding Australian SME wineries 14(4), pp. 220-227 Primo search Pike, S. (2005) Journal of Product & Brand Management Tourism destination branding complexity 14(4), pp. 258-259 Primo search Simmons, G. (2007) Marketing Intelligence & Planning "i-Branding": developing the internet as a branding tool 25(6), pp. 544-562 Primo search Xie, H., Boggs, D. (2006) Marketing Intelligence & Planning Corporate branding versus product branding in emerging markets 24(4), pp. 347-364 Primo search


This module is at CQFW Level 7