Unit 41: Brand Management
Unit code F/508/0600
Unit level 5
Credit value 15
Introduction
This unit gives
students a comprehensive overview of brand management − starting with why
brands are so important and how they are formed, through to measuring brand
value and managing a portfolio of brands over time.
The unit is
designed and structured to give students an end-to-end understanding of brand
management. It explores a range of tools and techniques that can be employed to
maximise brand value, while looking at a number of case studies that
contextualise information within real-world examples to aid understanding of
how effective brand management can be achieved.
Learning
Outcomes
By the end
of this unit a student will be able to:
1. Demonstrate an understanding of how a
brand is built and managed over time.
2. Analyse how brands are organised in
portfolios and how brand hierarchies are built and managed
3. Evaluate how brands are leveraged/extended
over time domestically and internationally.
4. Evaluate techniques for measuring and
managing brand value over time.
Essential
Content
LO1
Demonstrate an understanding of how a brand is built and managed over time
Building
brands:
·
Present
an overview of brands and how they are developed, the use of the brand pyramid.
·
The
advantages of branding for organisations, consumers and intermediaries. What is
brand equity?
·
How
do organisations develop and grow brand equity?
·
The
role of marketing in building brand equity and brand positioning and
techniques.
Managing a
brand over time:
·
How
to strengthen brand equity, brand extensions, reinforcing and revitalising
brands through innovation.
·
Overcoming
brand crisis, transmedia branding and specific communication strategies for
recovering and restoring a brand.
·
Interacting
with customers: exploiting converging technologies to engage customers.
LO2 Analyse
how brands are organised in portfolios and how brand hierarchies are built and
managed
Portfolio and
hierarchy management:
·
Brand
portfolio strategies, including the house of brands and branded property models.
·
Hierarchy
building: corporate branding, umbrella branding, family branding, endorsed sub
brands and individual product branding.
·
How
brand equity is built at different levels of the hierarchy.
·
Using
the customer based brand equity model to develop and manage brands. The use of
market research as a key brand management tool.
LO3 Evaluate
how brands are leveraged/extended over time domestically and internationally
Brand extension
and leverage:
·
Brand
extension approaches and strategies. ‘Fit and leverage’ in brand extensions.
·
Determine
the different ways that brands can be reinforced and revitalised. Brand
collaborations and partnerships.
·
Global
branding and positioning.
LO4 Evaluate
techniques for measuring and managing brand value over time
Measuring and
managing brand value:
·
Different
brand measurement techniques for measuring brand awareness, market share,
consumer attitudes and purchasing intent.
·
Brand
equity audit and management and brand tracking techniques. The relationship
between branding and finance.
·
The
concept of brand value and different approaches: cost, market based and financial
based methods to brand valuation.
Learning
Outcomes and Assessment Criteria
|
Pass
|
Merit
|
Distinction
|
|
LO1 Demonstrate an understanding of how a brand is
built and managed over time
|
|
|
P1 Explain
the importance of branding as a marketing tool and why and how it has emerged
in business practice.
P2 Analyse
the key components of a successful brand strategy for building and managing
brand equity.
|
M1 Evaluate
how brands are managed successfully over time using application of
appropriate theories, models and concepts.
M2 Apply
appropriate and validated examples within an organisational context.
|
LO1, LO2, LO3 and LO4
D1 Provide a critical evaluation that is supported
by justified evidence demonstrating a comprehensive understanding of branding
within an organisational context.
|
|
LO2 Analyse how brands are organised in portfolios;
how brand hierarchies are built and managed
|
|
|
P3 Analyse
different strategies of portfolio management, brand hierarchy and brand
equity management.
|
M3 Critically
analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks.
|
|
|
LO3 Evaluate how brands are leveraged/extended over
time domestically and internationally
|
|
|
P4 Evaluate
how brands are managed collaboratively and in partnership both at a domestic
and global level.
|
M4 Critically
evaluate the use of different techniques used to leverage and extend brands.
|
|
|
LO4 Evaluate techniques for measuring and managing
brand value over time
|
|
|
P5 Evaluate
different types of techniques for measuring and managing brand value using
specific organisational examples.
|
M5 Critically
evaluate application of techniques for measuring and managing brand value in
relation to developing a strong and enduring brand.
|
|
