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University of Exeter Business School

Brand Design

Module titleBrand Design
Module codeBEMM128
Academic year2023/4
Module staff

Sotiris Lalaounis (Convenor)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


Module description

Brands have increasingly become a focus of marketing activity with some arguing that marketers no longer make products – rather they create brands. This module will examine the development of brands and their management from different disciplinary perspectives. Theoretical insights from these perspectives will be used to critically evaluate current brand campaigns and the role of marketing communications in effectively delivering these campaigns, and the central place of these campaigns in daily life.

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 you to examine brands from your home countries in your assignments.

In gaining an understanding of developing and managing a brand, and how it affects lives, you are equipped with knowledge that would help you work either with clients or agencies.  You will also develop your research skill and your ability to put theory into practice.

Some green issues are considered in this module, such as the accusations of ‘green-washing’ which are made against some brands.

It is critical that you 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. Without a very good command of the English language this elective is likely to be notably difficult. 

Module aims - intentions of the module

This module aims:

  • 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.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. understand the managerial significance of branding in a competitive marketplace and how branding can be located within a broader framework of marketing and business strategy
  • 2. understand and apply core branding principles and communication theories and recognise their role and importance in brand management and marketing management decision-making.
  • 3. develop brand management and communications strategies to meet marketing objectives.

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 4. analyse and critically evaluate the branding and communications strategies pursued by organisations in different types of markets (product, service, global, etc).
  • 5. recognise the importance of studying branding and marketing communications from an interdisciplinary social science perspective.

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 6. demonstrate writing skills
  • 7. demonstrate independent study skills
  • 8. demonstrate researching skills
  • 9. demonstrate critical reflexivity towards the subject matter.

Syllabus plan

Whilst the precise content may vary from year to year, it is envisaged that the syllabus will cover all or some of the following topics:

  • History of branding; 
  • Psychological perspectives on branding 
  • Developing brand equity
  • Brand Management
  • Sociological Perspectives on branding
  • Iconic Brands
  • Communicating brands in a global context. 

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching 22Lectures/seminars/workshops
Guided independent study128Research, reading, reporting writing, revision and exam preparation

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group discussionsDuring tutorials1-9In seminar

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual Assignment1003250 words1, 2, 3, 4, 6, 7, 8, 9Written feedback

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual AssignmentIndividual Assignment1, 2, 3, 4, 6, 7, 8, 9Referral/deferral period

Re-assessment notes

Deferral – if you miss an assessment for certificated reasons judged acceptable by the Mitigation Committee, you will normally be either deferred in the assessment or an extension may be granted. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.

Referral – if you have failed the module overall (i.e. a final overall module mark of less than 50%) you will be required to submit a further assessment as necessary. If you are successful on referral, your overall module mark will be capped at 50%.

Indicative learning resources - Basic reading

Basic reading:

  • Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2011). Strategic Brand Management. Oxford University Press.
  • Lalaounis, S.T. (2018).  Design Management: Organisation and Marketing Perspectives.  Routledge.
  • Keller, K. L., Aperia, T. and Georgson, M. (2012) Strategic Brand Management: A European Perspective, London: Financial Times/Prentice Hall.
  • De Chernatony, L. (2010) From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, London: Butterworth-Heinemann.
  • De Chernatony, L. (2011) Creating Powerful Brands, London: Butterworth-Heinemann.

Indicative learning resources - Web based and electronic resources

Articles to be posted

Indicative learning resources - Other resources

Video case studies

Text case studies (to be distributed)

Key words search

Brand, Communication

Credit value15
Module ECTS


Module pre-requisites


Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date