Brands and Branding
Brands and branding have increasingly become a focus of marketing activity because marketers no longer market products or services but create brands. This module examines the development and management of brands and branding drawing from different disciplines spanning the social sciences and the humanities. It explores concepts from psychology, sociology, semiotics, communication studies and design studies. These concepts are used to understand and evaluate past and present branding strategies to identify if and why they have been successful or not so successful. This module also highlights the importance of brand and communications in consumers’ daily lives and the society at large.
Branding has a global perspective and there are implications in creating, developing, and marketing of a brand on a global scale or in different countries. This module draws extensively on international branding examples and encourages students to examine brands from their home countries in their assignments.
In gaining an understanding of developing and managing a brand, and how it affects lives, students are equipped with knowledge that would help them work either with clients or marketing agencies. They also develop their research skill and their ability to put theory into practice.
All of the resources for this module are available on the ELE (Exeter Learning Environment).
It is critical that students are prepared for a module that is rich in colourful and descriptive language, including the use of subtle and not so subtle metaphors and nuances.
Full module specification
|Module title:||Brands and Branding|
BEM1019 Fundamentals of Marketing
BEM1015 Marketing and Society
BEM2022 Marketing and Society
|Duration of module:||
Duration (weeks) - term 2: |
- To provide a thorough understanding of how brands and branding strategies are developed and managed.
- To provide a critical perspective on the managerial, psychological, and sociological aspects of branding.
ILO: Module-specific skills
- 1. understand the managerial significance of branding in a competitive marketplace and within marketing and business strategy;
- 2. understand strategies for the development and management of successful brands;
- 3. provide frameworks for evaluating the performance of branding strategies.
ILO: Discipline-specific skills
- 4. identify, analyse, synthesise different theoretical lenses to understand the role of brands in society;
- 5. critically evaluate the models, theories and concepts commonly used in developing and managing successful brands.
ILO: Personal and key skills
- 6. exhibit analytical and critical thinking and problem-solving skills;
- 7. demonstrate improved written skills and the ability to pursue research independently
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Scheduled Learning and Teaching Activity||25||Lectures/tutorials|
|Guided Independent Study||20||Group presentation preparation|
|Guided Independent Study||63||Reading and research|
|Guided Independent Study||42||Report Writing|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Discussion Q&A||During tutorials||1-7||In class - oral feedback|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Individual Assignment||50||2,500 words||1-7||Written feedback|
|Exam||50||2 hours||1-7||Feedback to class|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Individual Assignment||Resubmission (50%) no more than 2500 words||1-7||August/September Reassessment Period|
|Exam||Exam (50% - 2 hours, 2 questions out of 6)||1-7||August/September Reassessment Period|
- History and Importance of Branding.
- Developing Brand Equity, Positioning and Values.
- Creating Brand Identity: Brand Aesthetics & Symbolism.
- Brand Communications and Attention Economy.
- Holistic Brand Experiences and Emotional branding.
- Consumer Collectives, Brand Avoidance, and Political Consumption.
- Brand Ethics, Social Responsibility, and Sustainable Consumption.
- Brand Performance and Metrics.
- Brand Growth: Brand Architecture and Brand Extensions.
- Brand Futures: Technology and Innovation in Branding Strategies
Indicative learning resources - Basic reading
Lalaounis, S. (2020). Strategic Brand Management: Creating and Marketing Successful Brands. London: Routledge. [Forthcoming]
Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2011). Strategic Brand Management. Oxford University Press.
Keller, K. L., Aperia, T. and Georgson, M. (2012) Strategic Brand Management: A European Perspective, London: Financial Times/Prentice Hall
Module has an active ELE page?
Last revision date