MC6091 - Brand Management (2026/27)
| Module specification | Module approved to run in 2026/27 | ||||||||
| Module title | Brand Management | ||||||||
| Module level | Honours (06) | ||||||||
| Credit rating for module | 15 | ||||||||
| School | Guildhall School of Business and Law | ||||||||
| Total study hours | 150 | ||||||||
|
|||||||||
| Assessment components |
|
||||||||
| Running in 2026/27(Please note that module timeslots are subject to change) | No instances running in the year |
Module summary
You will be provided with a comprehensive and up-to-date understanding on brands, brand equity and strategic brand management issues. In addition, you will learn about the concepts and framework of branding, which are crucial in designing, implementing marketing campaigns as well as activities to build, measure and manage brand equity. You will also learn about the tools and techniques to improve long-term profitability via creating effective brand strategies.
Aims of the module:
• Explore the role of branding from a corporate and consumer perspective.
• Examine the theory of branding.
• Develop students' understanding of the role played by marketing communications in the building and maintenance of brands.
• Develop students’ researching and analysing skills.
• Develop students’ critical writing, application of knowledge and decision-making skills.
Prior learning requirements
Standard university entry requirements for level 6.
Available for Study Abroad YES
Syllabus
Role of brand equity (LO1):
- Examination of why brands are important from a consumer and organisational perspective, brand elements which can create differentiation and main branding challenges/opportunities.
Branding theory (LO2):
- Application of relevant branding theory: Customer-based brand equity concept, building brand value through positioning, marketing mix and integrated marketing communications in building brand equity, secondary brand associations, managing brands over geographic boundaries and market segments, brand equity measurement/management systems and cause marketing.
Strategic brand management (LO3):
- Evaluation of brand extension strategy, managing brands over time and future brand priorities.
Assessment of recommendations (LO4):
- Critical assessment of the relevant theories examined in LO2-LO3 and justify via research the most feasible choices available to an organisation to facilitate decision-making processes within a relevant brand management framework.
Balance of independent study and scheduled teaching activity
The module will be delivered over a 12-week period, which will include a 1-hour lecture and 2-hours seminar each week.
The lecture/seminar sessions will be utilised to highlight key theories, concepts and frameworks of brand management and their application to real life situations in the context of UK and European as well as Global businesses. Furthermore, the sessions will contain discussions, debates, question and answer sessions to build on the key topic areas in brand management. The emphasis will be on enabling students to apply knowledge into real life scenarios in order to prepare them for the individual assessment. Students will also be encouraged to share their own experiences of working in a branding context within differing cultural backgrounds in order to adopt an inclusive teaching strategy as well as enhance employability skills.
WebLearn will be used as an interactive mechanism between students and tutors, for example, to direct students to particular readings or to provide news about the module or the module content. It will also be used for the timely provision of generic feedback following formative assessment.
Learning outcomes
On successful completion of this module, you will be able to:
1. Examine the role of brand equity for an organisation operating in a specific sector (LO1).
2. Apply relevant branding theory in a given scenario (LO2).
3. Critically evaluate appropriate techniques in assisting strategic brand management in the future (LO3).
4. Assess feasible recommendations for the selected organisation, in particular exploring issues which will facilitate decision-making processes within a relevant brand management framework (LO4).
Bibliography
Library reading List link
https://rl.talis.com/3/londonmet/lists/5DE97F8A-7437-4DB8-5A87-529DCCD6E1CF.html?resourceLink=
Core Reading
Keller K. and Swaminathan V. (2020) Building, Measuring and Managing Brand Equity, 5th Global Edition, Pearson.
Additional Reading
De Chernatony L. McDonald M. and Wallace E. (2017) Creating Powerful Brands, 4th Edition, Routledge.
Elliott R. Percy L. and Pervan S. (2018) Strategic Brand Management, 4th Edition, Oxford University Press.
Singh J. and Shukla P. (2024) Brand Management, Principles and Applications for Effective Branding, 1st Edition, Kogan Page.
Stavorinus R. (2025) Strategic Brand Design, Designing Brand Identity From a Marketing Perspective, 1st Edition, Routledge.
Journals
Journal of Brand Management
Journal of Product & Brand Management
Journal of Brand Strategy
Journal of Marketing Management
Journal of Marketing Communications
Journal of Services Marketing
Journal of Marketing
Journal of Consumer Marketing
Journal of Consumer Research
International Journal of Retail & Distribution Management
Marketing Intelligence & Planning
International Journal of Nonprofit & Voluntary Sector Marketing