Overview

This unit aims to develop learners’ understanding of the key principles that underpin managing brands and brand equity. The module enables you devise a strategic approach to branding for product/service level consistent with the corporate brand. The learners will develop an understanding of how to do marketing from a branding perspective.

The learner will gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise. The learners will also learn important issues involved in building strong brands and in maximising the value of existing brands in various industries and sectors.