Short Title:Brand Management
Full Title:Brand Management
Module Code:DMKT H3013
ECTS credits: 5
NFQ Level:7
Module Delivered in 2 programme(s)
Module Contributor:Bairbre Brennan
Module Description:The module aims to give the learner an awareness of the importance of brands to organisations; the ability to comprehend the nature and nuances of the symbolism and associations of brand imagery; the global and local nature of branding; the integration of branded communications and brand imagery throughout the customer journey both on and offline; the creation of competitive advantage through branding. This module will draw together the many strands which learners will have been exposed to in earlier marketing modules and now contextualise them as they acquire real life experience in their placement. Assessment for this module will be integrated with Placement.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Classify the nature of brands and their importance for organisations
  2. Identify a brand position and interpet its articulation through the marketing mix
  3. Present the key elements of brand equity and using the CBBE or other relevant models, apply it to existing brands and then examine the quality of the brand equity
  4. Examine a real life scenario and develop branding recommendations for that organisation to resolve problems or enhance performance

Module Content & Assessment

Indicative Content
What is Branding?
What is branding: brands v products, why they matter; what can be branded; what makes strong brands.
Brand Equity
Building brand equity - the CBBE model, building strong brands (salience, performance, imagery, resonance etc)
Creating value
Creating customer value - CRM; engagement, activation and retention.
Brand Positioning
Identifying and establishing relevant brand positioning; articulating positioning through the marketing mix; identifying key brand associations and images which must be reinforced.
Building equity through marketing programmes
Marketing programmes which build brand equity; integrating messages, associations and images across the IMC process; choosing relevant (online/offline)channels to access consumers; identifying appropriate technological networks or platforms to deliver timely content (e.g. 4g V wifi V BTLE V NFC); Creating competitive advantage through strong brands.
IMC and the multi-channel environment
Online and offline - the changing comms environment; how does this change consumer engagement; new models of engagement - AARRR, Long funnel; Tracking the consumer journey across multiple touchpoints; consumer sentiment analysis.
The global opportunity
The global opportunity for brands and the increasingly global nature of branding as a result of competing in the online environment; managing challenges between developed and emerging markets - life stages, positioning, aspiration v accessibilty; advantages and disadvantages of global marketing progammes; addressing cultural issues.
Leveraging brand equity
Leveraging brand equity and creating brand / product extensions through NPD, associations and licenses.
Control and measurement
Control and measurement - setting relevant objectives and identifying, analysing and presenting the metrics of achievement
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other As part of the integrated assessment with Placement, students will complete a Brand Audit of their placement company, assessing the multiple brand touchpoints and creating recommendations for the organisation 1,2,3,4 70.00 n/a
Presentation Students will present their findings and recommendations to the client organisation. 1,2,3,4 30.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 30.00
Every Week 15.00
Every Week 80.00
Recommended Book Resources
  • Kevin Lane Keller 2008, Strategic brand management, Pearson/Prentice Hall Upper Saddle River, N.J. [ISBN: 0-13-233622-7]
Supplementary Book Resources
  • James R. Gregory, The best of branding, New York ; McGraw-Hill, c2004. [ISBN: 0-07-140329-9]
  • Mike Moser, United We Brand, Harvard Business School Press [ISBN: 1-57851-798-2]
  • D. A. Aaker 2014, Aaker on Branding: 20 Principles that drive success, Morgan James Publishing [ISBN: 1614488320]
This module does not have any article/paper resources
Other Resources
  • Website: AMA1
  • Journal: European Journal of Marketing2
  • Journal: Irish Marketing Journal (IMJ)3
  • Journal: Journal of Marketing4
  • Website: Hubspot5

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 5 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 5 Mandatory