Theme 1; Understanding the basic concept of brand strategy to include approaches to brand strategy, creating a brand identity, developing brand architecture and brand image.

Theme 2; Contexts and applications.
To include areas such as business to business branding, development of a corporate identity, the service sector, branding events and tourism destinations

Theme 3 ; Developing and growing the brand
To include areas such as advantages and disadvantages of brand extension and stretching strategies. Exploring global opportunities to include impact of BRIC and CIVETS. Impact of culture. Growing brand equity

Theme 4 ; Communicating the brand image
To include areas such as brand specific strategies including celebrity endorsement, premium selling, use of social media and brand communities.
Theme 5; Emerging concepts and principles. To include areas such as counterfeiting, China as a brand creator v consumer, impact of sustainability, brand communities

The learning strategy for the module requires students to commit 150 learning hours (including assessment). There will be 30 hours of class support and 120 hours of independent and self directed study including;
- participation in group activities, involving peer assessment
- undertake contemporary research
- Poster design
- Formative assessment will involve the students working in groups
- Workshops
- Debates

VLE
www.brandchannel.com
Subject specific resources
Mintel

Assessment 1; Individual presentation (40%) Select a brand and prepare a 20 minute presentation critically evaluating the current approach to brand strategy and suggestions as to how this should be developed. Include a mood board agency including a mood board/poster, demonstrating how the company feels the brand image should be communicated to take forward your proposals. LO 1 & 2

Assessment 2 (Final Assessment); Individual assignment 3000 words. Students select a contemporary branding issue and submit a critical literature review of existing literature and set out an outline proposal as to how the theme could be developed for a selected brand. (60%) . LO 1 & 3

De Chernatony, L and McDonald, M ; Creating Powerful brands. 2012, Elsevier, Oxford ISBN-10: 1856178498
ISBN-13: 978-1856178495
E Book Kapferer J N , The New Strategic Brand Management, 2004, Kogan Page, London ISBN-10: 0749442832
ISBN-13: 978-0749442835
Keller, K L , Strategic Brand Management, 2007, Pearson, Harlow ISBN-10: 0131888595
ISBN-13: 9780131888593
Riezebos R, Brand Management, 2003, Pearson, Harlow ISBN-10: 0273655051 ISBN-13: 978-0273655053

Theme 1: Understanding the basic concept of brand strategy to include approaches to brand strategy, creating a brand identity, developing brand architecture and brand image.

Theme 2: Contexts and applications.
To include areas such as business to business branding, development of a corporate identity, the service sector, branding events and tourism destinations

Theme 3: Developing and growing the brand
To include areas such as advantages and disadvantages of brand extension and stretching strategies. Exploring global opportunities to include impact of BRIC and CIVETS. Impact of culture. Growing brand equity

Theme 4: Communicating the brand image
To include areas such as brand specific strategies including celebrity endorsement, premium selling, use of social media and brand communities.

Theme 5: Emerging concepts and principles. To include areas such as counterfeiting, China as a brand creator v consumer, impact of sustainability, brand communities