module specification

This module provides a comprehensive exploration of brand management, with a particular focus on luxury fashion brand strategies. Students will gain insights into the structure of the luxury goods market and the evolving dynamics that shape future opportunities. The module critically examines the concept of luxury, exploring how definitions and branding approaches have shifted over time. Through an in-depth analysis of luxury brand frameworks, students will develop a nuanced understanding of the market’s complexities.

Beyond theory, this module offers an opportunity to assess key brand management principles, including the unique characteristics of the global luxury sector and its diverse customer personas, such as high and ultra-high-net-worth individuals. Engaging topics like the role of celebrity influence, sensory branding—including scent and audio—and the impact of imagery will be explored alongside essential brand management models.

Students will collaborate in group settings to enhance communication, teamwork, and problem-solving skills. Together, they will conceptualize a brand extension idea and develop a digital artefact that showcases their research, creativity, and understanding of a selected luxury fashion brand.

Ultimately, this module aims to cultivate both academic and employability skills while deepening subject knowledge in brands and branding, preparing students for success in this competitive field.

NA
Available for Study Abroad? YES

LO1, LO4

- Critical Evaluation of Key Branding Theorists: Analyzing foundational and contemporary perspectives on brand personality, equity, resonance, identity, image, and brand image transfer, assessing their impact on customer-based brand equity and long-term brand value.

LO2

- Luxury Sector Overview: Investigating the distinctive attributes of the luxury market, with a focus on leading brands within the UK. Critically evaluating market dynamics, consumer behaviors, and the evolution of luxury branding strategies.

LO3

- Digital Media and Brand Strategies: Examining the strategic role of digital platforms in branding, comparing online and offline brand activity, and assessing digital engagement tactics within the luxury sector.

LO1, LO2, LO3, LO4

- Segmentation, Personas, and Consumer Psychology: Analyzing diverse cultural influences, hedonistic tendencies, and high-net-worth consumer behaviors. Evaluating concepts such as scarcity, heritage, conspicuous consumption, and the role of distribution channels in maintaining brand exclusivity.

LO1, LO4

- Brand Identity and Design Frameworks: Critically assessing the elements of brand identity, exploring the interplay between design, aesthetics, and branding strategy in shaping consumer perceptions and brand equity.
 

The balance of independent study and scheduled teaching activity within the module is indicated in the section below.
Scheduled learning and teaching comprise face-to-face contact hours each day including two educational visits and you will be encouraged to engage in self-directed learning experiences outside the classroom environment.

A virtual learning environment supports the module containing relevant learning and teaching materials such as lecture slides, discussion questions, case studies, assessment and grading criteria, deadlines and feedback details.

 

LO1: Critically assess the strategic significance of branding within marketing, evaluating the fundamental components that contribute to brand success, sustainability, and competitive advantage.

LO2: Demonstrate advanced knowledge and critical insight into contemporary and luxury branding theories, applying these frameworks to a range of brand scenarios while evaluating their effectiveness in dynamic market conditions.

LO3: Examine the evolving role of digital media in branding, critically appraising its impact on online and offline strategies, with an applied understanding of real-world luxury branding practices and consumer engagement.

LO4: Develop and refine professional presentation, communication, and problem-solving competencies through collaborative learning, demonstrating the ability to apply strategic thinking to complex branding challenges in both academic and industry settings.

 

https://rl.talis.com/3/londonmet/lists/509B1CA5-B9BA-2E89-D137-921494F5EEAA.html?lang=en-GB&login=1

Core text:
Studente, S., & Cattaneo, E. (Eds.). (2023). Contemporary Issues in Luxury Brand Management. Routledge.
Lu, P. X. (2021). International Luxury Brand Strategy. Routledge.
Supporting texts:
Bergh, J. and Behrer, M. (2013) How Cool brands stay hot, branding to generation y, Kogan Page.
Cabigiosu, A., (2020) Digitalization in the Luxury Fashion Industry: Strategic Branding for Millennial Consumers, Palgrave Macmillan.
Chevalier, M. (2012) Luxury Brand Management: A World of Privilege. John Wiley & Sons.
Fill, C. (2013) Marketing communications, brand experiences and participation, Financial Times Prentice Hall.
Kapferer, J.N. (2012) The New Strategy Brand Management: Advanced Insights & Strategic Thinking. Kogan Page.
Kapferer, J.-N. (2015). Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare. Kogan Page Ltd., London.
Keller, K.L, Swaminathan, V., (2019) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
Srun, S (2017) Luxury Selling: Lessons from the world of luxury in selling high quality goods and services to high value clients, Palgrave Macmillan

Journals:
Journal of Brand Management
Journal of Marketing Management
International Journal of Advertising