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
|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 psychological and sociological aspects of brands.
• To provide an understanding of the important role of brands in consumers’ daily lives and in society at large.
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 development and management of successful brands
- 3. Understand importance of building, managing and enhancing brand equity.
- 4. Understand the importance of brand audit in assessing brand performance.
- 5. Evaluate branding strategies to determine their success or failure and reasons behind such outcomes.
ILO: Discipline-specific skills
- 6. Identify, analyse, synthesise and present branding theories by using different theoretical lenses in exploring the role of brands in society
- 7. Critically evaluate the models, theories and concepts commonly used in exploring branding practice.
ILO: Personal and key skills
- 8. Exhibit critical thinking and problem-solving skills
- 9. Demonstrate improved written skills
- 10. Show improved independent research skills
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|
|Guided Independent Research||20||Group presentation Preperation|
|Guided Independent Research||30||Reading and research|
|Guided Independent Research||42||Report Writing|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Discussion Q&A||During tutorials||1-8||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||2500 words||1-10||Written feedback|
|Exam||50||2 hours (2 questions out of 6)||1-10||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%) 2500 words||1-10||August/September|
|Exam||Exam (50%) 2 hours, 2 questions out of 6)||1-10||August/September|
- History of Brands and Branding.
- Brand Equity, Positioning and Values.
- Brand Aesthetics, Symbolism and Identity.
- Brand Communications.
- Holistic Brand Experiences.
- Emotional Branding.
- Brand Communities.
- Brand Ethics and Sustainability.
- Brand Performance and Metrics.
- Brand Futures: Brand Extensions and Global Branding
Indicative learning resources - Basic reading
- 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.
- 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.
Module has an active ELE page?
Last revision date