Brands and Branding

Module description


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:2019/0
Module lecturers:
  • Dr Sotiris Lalaounis - Convenor
Module credit:15
ECTS value:



BEM1019 Fundamentals of Marketing

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


Module aims

• 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 ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours21Lectures/tutorials
Guided Independent Research20Group presentation Preperation
Guided Independent Research30Reading and research
Guided Independent Research42Report Writing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussion Q&ADuring tutorials1-8In class - oral feedback

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 Assignment502500 words1-10Written feedback
Exam502 hours (2 questions out of 6)1-10Feedback 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%) 2500 words1-10August/September
ExamExam (50%) 2 hours, 2 questions out of 6)1-10August/September

Syllabus plan

  1. History of Brands and Branding.
  2. Brand Equity, Positioning and Values.
  3. Brand Aesthetics, Symbolism and Identity.
  4. Brand Communications.
  5. Holistic Brand Experiences.
  6. Emotional Branding.
  7. Brand Communities.
  8. Brand Ethics and Sustainability.
  9. Brand Performance and Metrics.
  10. Brand Futures: Brand Extensions and Global Branding

Indicative learning resources - Basic reading

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

Module has an active ELE page?


Origin date


Last revision date