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Overview

Brands are strategic assets that can provide firms with long-lasting competitive advantage. How to achieve this is the central theme of Brand Management. Topics include: the development, launch and naming of new brands; brand and line extensions; life-cycle management, rejuvenating and retiring brands; brand architecture, multi-brand portfolios, brand alliances and co-branding; international branding, standardisation and globalisation; corporate and employer branding; brand metrics and audits. An inter-disciplinary approach is taken, drawing on marketing and management, design and aesthetics, packaging and graphics, accounting for brands as intangible assets, and the legal protection of brands and trade marks. Brand Management is practical, drawing on best practice cases, but also raised are critical questions about the legitimacy and authenticity of brands.

Study Level

Undergraduate

Offering Terms

Term 1, Term 3

Campus

Kensington

Indicative contact hours

4

Course Outline

To access course outline, please visit:

Fees

Pre-2019 Handbook Editions

Access past handbook editions (2018 and prior)

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