Brand Management

Module description

This module covers Brand in a strategic and financial context; brand purpose, identity, image and positioning; building, measuring and protecting brand equity; integrating marketing communications and co-branding; brand architecture and naming; managing brand over time and boundaries.

Assessment details

Group Presentation (40%)

Examination (60%)

Educational aims & objectives

• Understand fundamental principles and tools of brand building.
• Identify activities and decisions relevant to building and sustaining brands profitably over time and boundaries.
• Assess the importance of brand in contexts of: marketing and business strategy, financial performance and cultural environment

Learning outcomes

On successful completion of this module, students will be able to:

1. Demonstrate a holistic understanding of what constitutes a brand.
2. Discuss brands as strategic assets and identify ways they can create new market-space and profitability.
3. Explain how brand theory and practice has evolved over time, and the latest developments used to create value and keep brands relevant for their targets.
4. Apply process, frameworks, tools and techniques to create, or review, a brand from its fundamental elements and throughout its individual components, to maintain a cohesive identity.
5. Establish criteria that help select and develop actions to best communicate and promote the brand to its targets and create desired responses.
6. Be alert to managerial issues relating to areas above - so brand management decisions work collectively to build, leverage and defend brand equity and financial value.

Teaching pattern

Across the semester teaching is expected to comprise of:

• 30 hours combination of lectures, cases and in-class exercises.

You will also be expected to spend time preparing for classes and working on the assessment tasks each week. The combined hours of classes and independent learning should equate to at least 15 hours a week.

Suggested reading list

The module uses a number of specialist journal articles and book chapters. For an overview of the types of subjects covered in the module, the following book is recommended:

Kapferer, JN (2012) The new strategic band management: advanced insights and strategic thinking 5th Edition Kogan Page 

Lalaounis, Sotiris T., (2021) Strategic brand management and development : creating and marketing successful brands. Abingdon, Oxon ; New York, NY : Routledge

Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.