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 Brand Management - MARK3092
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Campus: Kensington Campus
 
 
Career: Undergraduate
 
 
Units of Credit: 6
 
 
EFTSL: 0.125 (more info)
 
 
Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: MARK2053, MARK2054
 
 
Session Offered: See Class Timetable
 
 
Fee Band: 2 (more info)
 
  

Description

What brands are, how they are created and managed, and how they add value to consumers and the firm. Topics include: the importance of product, service and corporate brands; how awareness, loyalty, perceived quality, design, legal protection and the name itself combine to produce brand equity; how these dimensions are tested, measured and valued; strategies and tactics for maintaining and reviving brands; multi-brand portfolios, extensions and brand architectures; brands as a driving force for standardisation and globalisation. Detailed case analysis is an integral part of the subject and this may require flexibility with the timing of classes.

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