Brands and Branding

Module description

Summary:

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
Module code:BEM2033
Module level:2
Academic year:2020/1
Module lecturers:
  • Dr Sotiris Lalaounis - Convenor
Module credit:15
ECTS value:

7.5

Pre-requisites:

BEM1019 Fundamentals of Marketing

BEM1015 Marketing and Society

Co-requisites:

BEM2022 Marketing and Society 

Duration of module: Duration (weeks) - term 2:

11

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.

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 ActivitiesGuided independent studyPlacement / study abroad
251250

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching Activity25Lectures/tutorials
Guided Independent Study20Group presentation preparation
Guided Independent Study63Reading and research
Guided Independent Study42Report Writing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussion Q&ADuring tutorials1-7In class - oral feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
50500

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual Assignment502,500 words1-7Written feedback
Exam502 hours1-7Feedback to class

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual Assignment Resubmission (50%) no more than 2500 words1-7August/September Reassessment Period
ExamExam (50% - 2 hours, 2 questions out of 6)1-7August/September Reassessment Period

Syllabus plan

  1. History and Importance of Branding.
  2. Developing Brand Equity, Positioning and Values.
  3. Creating Brand Identity: Brand Aesthetics & Symbolism.
  4. Brand Communications and Attention Economy.
  5. Holistic Brand Experiences and Emotional branding.
  6. Consumer Collectives, Brand Avoidance, and Political Consumption.
  7. Brand Ethics, Social Responsibility, and Sustainable Consumption.
  8. Brand Performance and Metrics.
  9. Brand Growth: Brand Architecture and Brand Extensions.
  10. 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?

Yes

Origin date

07/09/2018

Last revision date

23/03/2020