Brand Management

Develop and evaluate the identity and meaning of a brand for its audiences. You will examine positioning, brand architecture and consistency across touchpoints. Cases connect brand decisions with evidence about customers, organisational delivery and the responsible use of cultural associations.

Learning outcomes

• Define a brand position
• Assess brand consistency
• Recommend a brand measure

Main topics

• Brand identity
• Positioning
• Brand equity
• Architecture
• Touchpoints
• Brand evaluation

Practical task

Prepare a brand review and a practical identity and positioning proposal.

Assessment

Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.