School of Management
Module Handbook
Brand Management
Table of Contents
1.
General ................................................................................................................................ 1
2.
Overview of Module and Module Descriptor ........................................................................ 1
3.
Assessment Criteria and Marking Guidelines ...................................................................... 3
3.1 Assessment Timetable ................................................................................................ 4
4.
Schedule of Work / Topics ................................................................................................... 5
5.
Communication.................................................................................................................... 7
6.
Support for Your Learning ................................................................................................... 8
6.1 Specific Support Materials for Module ......................................................................... 8
7.
Developing Good Academic Practice .................................................................................. 9
8.
Student Charter ................................................................................................................. 10
9.
Complaints and Appeals .................................................................................................... 12
10. Module Feedback from Previous Students ........................................................................ 12
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1. General
General guidance and information on the university experience for all students can be found in
the Student Handbook, which is available online via
http://www.bradford.ac.uk/study/new-students/.
2. Overview of Module and Module Descriptor
This document outlines key information concerning this module. Contents of the document are
subject to minor changes. Updated information will be posted on Blackboard as required.
Please make sure that you regularly log onto Blackboard to keep up to date with such
information.
This module explores the role of Brand Management within organisations as well as the impact
of branding on consumers. It presents the types of decisions involved in managing brands and
discusses contemporary challenges and opportunities both from the company and the
consumers’ perspective.
Aims
1) To develop knowledge and understanding of key issues associated with brand management
(e.g., brand equity, brand positioning, brand image, brand identity, branding strategies, and
branding at the cross-cultural level)
2) To develop skills in researching and analysing branding strategies
3) To develop independent study, team working and presentation skills
Learning Outcomes
1. Having successfully completed the module students will be able to: understand major
issues related to brand management.
2. Having successfully completed the module students will be able to: research and analyse
trends in brand management at the national and international level
3. Having successfully completed the module students will be able to: work in groups, learn
independently, and give presentations. In combination, all skills described in these learning
outcomes will contribute to their employability in marketing positions
1
Module Descriptor
Provider
Related Department/Subject Area
Principal Co-ordinator
Module Title
Module Code
Module Credit
Teaching Period
Academic Year
Module Occurrence
Level
Pre-requisite(s)
Co-requisite(s)
School of Management
Marketing
Dr Berrisford Lewis
Brand Management
MAN0332M
10
Semester 1
2013/2014
For office use only
UG3
MAN0713M
MAN0707M
None
Aims
1) To develop knowledge and understanding of key issues associated with brand management
(e.g., brand equity, brand positioning, brand image, brand identity, branding strategies, and
branding at the cross-cultural level)
2) To develop skills in researching and analysing branding strategies
3) To develop independent study, team working and presentation skills
Learning, Teaching and Assessment Strategy
Tutorial sessions will offer the opportunity of obtaining formative feedback based on presentations
delivered as the outcome of them working in groups to solve subject specific tasks (e.g., presented in
case study format). The tasks will be designed to prepare students for the summative assessment,
the individual exam. The course has been designed to contribute towards the employability of
students in marketing positions in two ways: firstly, through the expectation for them to work in group
to solve brand management tasks at tutorials; secondly, through the need for them to not only
reproduce but apply branding theory in the summative assessment. Given the relevance of branding
in today’s business practice (be it in marketing or other positions), it is expected that the course overall
will enhance the employability of our graduates. Sustainability as a topic will be incorporated into the
course by considering the ethical implications of branding in lectures as well as presenting cases, both
at lectures and in tutorial sessions, of case studies focused on brands that underling sustainability as
one of their values.
Study Hours.
Lectures:
12
Seminars/Tutorials:
6
Laboratory/Practical Classes
n/a
Directed Study
80
Formal Exams
2
Other Forms of Study:
Group work
Learning Outcomes
‘Having successfully completed the module students will be
Knowledge & understanding
able to: have developed an understanding of major issues related
to brand management’
‘Having successfully completed the module students will be
Subject specific skills
able to: skills in researching and analysing trends in brand
management at the national and international level’
‘Having successfully completed the module students will be
Transferable skills
able to: have developed group working, independent learning, and
presentation skills which, combined with the skills described in the
previous learning outcomes will contribute to their employability in
marketing positions
2
Mode of Assessment (including supplementary assessment)
Assessment type
Closed Book Exam
Description
The questions will be designed to test students’ ability to
both describe and apply theory. Each question will thus
include a general, theoretic part, as well as an application
part (e.g., based on a small case study).
Duration of formal examinations
2 hours
Percentage
Supplementary Assessment
As original
Outline Syllabus
The following subareas will be developed in the module through lectures, tutorial work and
independent learning:










Brands and Brand Management
Identifying and Establishing Brand Positioning and Values
Customer-Based Brand Equity
Planning and Implementing Brand Marketing Programs
Integrating Marketing Communications to Build Brand Equity
Measuring Sources and outcomes of Brand Equity
Designing and Implementing Branding Strategies
Introducing and Naming New Products and Brand Extensions
Managing Brands Over Time
Managing Brands Over Geographic Boundaries and Market Segments
READING LIST
Recommended textbooks (in the specified or any newer edition)
Keller K.L. (2008), “Strategic Brand Management”, Pearson International Edition.
Laforet, S. (2009), “Managing Brands”, McGraw-Hill
Additional reading
Klein, N. (2001) No Logo. London: Flamingo
Riezebos, R. (2003) Brand Management: A Theoretical and Practical Approach. Harlow: Prentice Hall
Kapferer J.N. (2004) Strategic Brand Management, Kogan Page
3. Assessment Criteria and Marking Guidelines
This module is assessed on the basis of an individual closed book examination of 2 hours
duration for both main and supplementary assessments.
Students can contact the module leader via email over the supplementary assessment period to
ask specific questions about re-assessment, as appropriate.
3
ASSESSMENT TARIFFS
Formal Examinations
Type of Module
10 Credit
10 Credit
10 Credit
20 Credit
20 Credit
20 Credit
Proportion of Total
Module Assessment
100%
70%
50%
100%
70%
50%
SoM Upper Limit
2 hours
1.5 hours
1.5 hour
3 hours
2 hours
1.5 hours
Assessed Coursework
Type of Module
10 Credit
10 Credit
10 Credit
10 Credit
20 Credit
20 Credit
20 Credit
20 Credit
Proportion of Total
Module Assessment
SoM Upper Word
Limit (or equivalent)
Individual
2,000
1,500
1,000
1,000
4,000
2,500
2,000
2,000
100%
70%
50%
30%
100%
70%
50%
30%
Group
5,000
3,500
3,000
2,500
10,000
7,000
6,000
5,000
Project/Dissertation
Type of Module
Upper Word Limit
(or equivalent)
20 Credit (UG)
4,000
40 Credit (PG)
9,000
60 Credit (PG)
17,000
3.1
Assessment Timetable
The main exam will be held during the assessment period between 6th – 17th January 2014.
The supplementary assessment period is between 28 th July – 8th August 2014
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4. Schedule of Work / Topics
Lectures take place once a week and last 1hour. Lecture times will be made available on Blackboard.
Week
2
Week
3
Week
4
Week
5
Week
6
Lecture Session
Reading in textbook and beyond
TIME
Introduction: Brands and
Chapter 1 (K)
Brand Management
Chapter 2 (K)
Customer-Based Brand
Fornerino, M. and d'Hauteville, F. (2010), "How good does it taste? Is it the
Equity and the CBBE
product or the brand? A contribution to brand equity evaluation", The Journal
model
of Product and Brand Management, Vol. 19 No. 1, pp. 34-43.
Chapter 3 (K)
Choi, D.Y. and Stack, M.H. (2005), "The all-American beer: A case of inferior
Brand positioning, brand
standard (taste) prevailing?", Business Horizons, Vol. 48 No. 1, pp. 79-86.
mantra, and brand audit
Keller, K.L., Sternthal, B., and Tybout, A. (2002), "Three questions you need
to ask about your brand", Harvard Business Review, Vol. 80 No. 9, pp. 80-86.
Choosing brand
Chapter 4 (L)
elements to build brand Bellman, L.M. (2005), "Entrepreneurs: Invent a brand name or revive an old
one?", Business Horizons, Vol. 48 No. 3, pp. 215-22.
equity
Chapters 5 and 6 (K)
Dobele, A., Toleman, D., and Beverland, M. (2005), "Controlled infection!
Designing Marketing
Spreading the brand message through viral marketing", Business Horizons,
Campaigns to build
Vol. 48 No. 2, pp. 143-49.
brand equity
Herremans, I.M., Ryans, J.K., Jr., and Aggarwal, R. (2000), "Linking
advertising and brand value", Business Horizons, Vol. 43 No. 3, pp. 19-26.
Week
7
Brand research:
Measuring sources of
Brand Equity
Chapter 9 (K)
Lodish, L.M. and Mela, C.F. (2007), "If Brands Are Built over Years, Why Are
They Managed over Quarters?", Harvard Business Review104-12.
Week
8
Leveraging secondary
brand knowledge to
build brand equity (I)
Chapter 8 (K) / Chapter 7 (K)
Hung, K., Chan, K. W., and Tse, C. H. (2011). "Assessing Celebrity
Endorsement Effects in China." Journal of Advertising Research 51(4): 608623.
5
Tutorial session
activity
Case study (CS) +
independent research
exercise: Virgin (see
Bb)
CS + independent
research exercise:
Virgin (see Bb)
CBBE model exercise
(see Bb)
CBBE model exercise
(see Bb)
Midterm quiz + CS +
independent research
exercise: Volkswagen
(see Bb)
Midterm quiz + CS +
independent research
exercise: Volkswagen
(see Bb)
Week
9
Week
10
Leveraging secondary
brand knowledge (II,
COO Branding)
Superbrands
Week
11
Brand Extensions
Week
12
Managing Brands Over
Geographic Boundaries
and Market Segments
Week
13
Recap and exam
preparation
Chapter 7 (K) + Chapter 13 (L)
Zhou, L., Yang, Z., and Hui, M. (2010), "Non-local or local brands? A multilevel investigation into confidence in brand origin identification and its
strategic implications", Journal of the Academy of Marketing Science, Vol. 38
No. 2, pp. 202-18.
Midterm quiz + CS +
independent research
exercise: Volkswagen
(see Bb)
Video Session
CS + independent
research exercise:
Beer brands (see Bb)
Chapter 12 (K)
Reddy, M., Terblanche, N., Pitt, L., and Parent, M. (2009), "How far can
luxury brands travel? Avoiding the pitfalls of luxury brand extension",
Business Horizons, Vol. 52 No. 2, pp. 187.
Chapter 14 (K)
Alden, D.L., Steenkamp, J.-B.E.M., and Batra, R. (1999), "Brand positioning
through advertising in Asia, North America, and Europe: The role of global
consumer culture", Journal of Marketing, Vol. 63 No. 1, pp. 75-87.
Steenkamp, J.-B.E.M., Batra, R., and Alden, D.L. (2003), "How perceived
brand globalness creates brand value", Journal of International Business
Studies, Vol. 34 No. 1, pp. 53-65.
# Additional reading may be posted on Blackboard if appropriate.
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CS + independent
research exercise:
Boss woman (see Bb)
CS + independent
research exercise:
Boss woman (see Bb)
5. Communication
Students are strongly advised to ask questions to the module leader in person. Questions can
be conveniently asked before/after lecture and tutorial sessions as well as during office hours
(check Bb for information on this). Students are encouraged not to send emails other than in
urgent cases, as a personal chat is always a better form of communication – and a quicker one
as well.
Module Leader
Office
Dr Berrisford Lewis
Email
Telephone
b.lewis2@bradford.ac.uk
Berrisford – please insert biographical information about yourself here if you wish to
BLACKBOARD
To access course materials:
• Go to: http://blackboard.brad.ac.uk
• Login using your University of Bradford username and password.
• Click "Login"
You will then see the modules which you are enrolled on and any announcements relating
to those modules.
• To access a module, click on its title.
• To access different areas of module content use the links on the left hand
side.
To download files from Blackboard to your PC
• Right click on the link to the file you wish to save
• Select 'Save Target As..."
• Choose where you want to save the file and click Save
To print from Blackboard
• Open the file in Blackboard
• Click on the Office Button and select Print
The print options for the appropriate application (Word, PowerPoint, Excel,
Acrobat) will appear
• Select your preferred print options
OR Click on the printer icon in the quick access toolbar.
For more detailed documentation see:
http://www.bradford.ac.uk/acad/manaqement/external/resourcesblackboard.php
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6. Support for Your Learning
General guidance on the support available can be found in the Student Handbook, which is
available online via http://www.bradford.ac.uk/study/new-students/ and at
http://www.bradford.ac.uk/lss/.
The delivery of the module will include lectures, supported by practical examples from videos,
case studies and guided reading. Everyone will be expected to play an enthusiastic and
positive role in contributing to class discussions and everyone enrolled on the module is
required to present case study material during seminars. Students are encouraged to share
their own individual experiences in different countries, cultures and businesses. Note that
tutorial sessions are feedback sessions. They are the main source of feedback for students
on their progress prior to the exam. Therefore, students are expected to come prepared to
all tutorial sessions.
Tutorial sessions take place every other week for each student. There are no tutorials on week
2 and 13 of the semester. Additional, specific information on tutorial sessions will be
posted on Blackboard.
Students can see the module leader before and after tutorial and lecture sessions as well as
during his office hours during Semester 1 at the following time:
Dr Berrisford Lewis:
Room -----------, between 2.00 – 3.00 pm on Tuesdays. Berrisford,
please amend as appropriate
Outside this time please contact by email (b.lewis2@bradford.ac.uk).
Time will be made available during tutorials and lectures (as appropriate) to ask questions about
assessment. A revision lecture will be held towards the end of the course.
6.1
Specific Support Materials for Module
Recommended course textbooks (in the specified or any newer available edition)

Keller, K.L. (2008), Strategic Brand Management: Building, Measuring, and Managing
Brand Equity – International Edition, Prentice Hall.
OR

Keller, K.L., Aperia, T., and Georgson, M. (2012), Strategic brand management: a
European perspective, Financial Times Prentice Hall, Harlow.
Laforet, S. (2009), Managing Brands, McGraw-Hill.
Additional books which you may find useful
Kapferer, J.-N. (2008), The new strategic brand management: creating and sustaining brand
equity long term, Kogan Page, London.
Elliott, R.H., Percy, L., and Pervan, S. (2011), Strategic brand management, Oxford University
Press, Oxford.
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Other resources
Recommended journals include: Journal of Product and Brand Management; Business
Horizons, International Marketing Review; Harvard Business Review; Journal of Business
Research; Journal of Marketing, The McKinsey Quarterly. In addition you should look for
articles on international marketing in the general business press, e.g. The Economist, FT. It is
highly recommended that you take advantage of the Library’s online facilities for journal
search and also researching companies and markets. In particular, the following databases
which can be accessed via Learning Support Services are recommended:
For journal search

Proquest; Emerald; Wiley; Elsevier Science Direct.
For researching companies, industries and markets

Business Monitor International; Key Note; Euromonitor; CIA World Factbook, Globaledge
(Michigan State University), Reuters, etc.
7. Developing Good Academic Practice
In order to succeed in this module, students need to provide evidence that learning has taken
place in relation to the module. The most effective form of learning takes place over the whole
semester rather than only in preparation for the exam. A requisite for learning is preparation
on a continuous basis and tutorials offer a great opportunity in this respect.
Referencing
The requirement stated below for work supported by evidence from, and analysis of,
appropriate theory and literature requires that your essay be referenced throughout and that it
concludes with a reference section indicating the sources you have used. Failure to include
references will result in a fail mark.
You must use the Harvard Referencing System. This requires a citation (partial reference)
within the text and a list of full references at the end of the assignment. Harvard is an Author
Date system. So the citation shows the name of the author(s) followed by the year of
publication, for example:
Blundel and Ippolito (2008) suggest that cultural diversity is a valuable feature of society.
Or
Cultural diversity can create barriers to effective communication (Blundel and Ippolito 2008).
Direct quotations should be kept to a minimum (see guidance on plagiarism below), but if used,
these should be contained within quotation marks, and the page reference of the quote should
also be given, along with the author name and date:
“A failure to deal appropriately with cultural differences can also lead to disastrous outcomes for
individuals and organisations” (Blundel and Ippolito 2008, p.41).
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It is crucial that you produce your full reference list according to the guidance provided in the
Effective Learning Service References and Bibliographies Booklet. This shows examples of all
the typical sources of your reading that you will want to list, e.g. books, journals, websites etc.
(http://www.bradford.ac.uk/management/media/Management/els/References-andBibliographies.pdf)
The Library has information about plagiarism, and how to avoid it:
http://www.bradford.ac.uk/library/help/plagiarism/.
8. Student Charter
Our Student Charter is intended to set out the minimum procedural expectations relating to the
student experience for both staff and students. Your active involvement with staff in your
learning, in School-level activities, in institutional processes and with the Students’ Union is
absolutely key to fostering a sense of collegiate community. You engage with us as partners
and as such, both staff and students have expectations and obligations with regards to the
processes in which they engage. You can find our Student Charter at
http://www.bradford.ac.uk/student-charter/.
Students are strongly advised to prepare for tutorials (in writing) and to actively
participate in them. Tutorial sessions are feedback sessions and the only way for students to
obtain feedback on their progress prior to the exam. They are also advised to read the textbook
and raise questions on what they learn with the module leader as those questions arise.
Students are also strongly advised to read the module manual in detail to understand what is
expected of them in this module.
Plagiarism
You may be tempted to hand in essays, projects or other pieces of assessed coursework
containing work that you know are not completely your own, hoping that the tutor won’t notice.
This may be for several reasons such as shortage of time, hoping for a better grade than would
be achievable under a particular set of circumstances or perhaps even lack of knowledge
regarding how to correctly reference the sources of data used. This is plagiarism – it is a matter
that the University takes very seriously indeed - and it usually takes one of four forms.
(a) Copying chunks of text from books, dissertations, journals or the web without
acknowledgement. (It is permissible, even desirable, to quote extensively from the work of other
writers on your subject, but all quotations should be fully referenced).
(b) Paraphrasing ideas from texts without stating their origin. (Instead, use phrases such as
“According to Jobber (1995).” or “Wright & Taylor (1994) propose that ..” or similar
acknowledgement).
(c) Colluding with other students and submitting identical or near identical work.
(d) Copying the work of another student without that student’s consent.
University regulations state: “A dissertation, thesis, essay, project or any other work which is not
undertaken in an examination room under supervision but which is submitted by a student for
formal assessment during his/her course of study must be written by the candidate him/herself
and in his/her own words, except for quotations from published and unpublished sources which
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shall be clearly indicated and acknowledged as such. ..... The incorporation of material from
other works or a paraphrase of such material without acknowledgement will be treated as
plagiarism subject to the custom and usage of the subject ... Where an examiner identifies a
failure to comply fully with the foregoing this will be regarded as a suspected breach of
Regulations by the student concerned and will be the subject of investigation.”
For more information on the regulations, policies and penalties associated with plagiarism see
http://www.brad.ac.uk/admin/acsec/BreachesAppealsComplaints/index.html
The Effective Learning service offers advice and guidance on correct referencing – see
http://www.brad.ac.uk/acad/management/external/page.php?section=resources&page=elsbookl
ets
For an online tutorial about plagiarism and correct referencing see
http://learning.londonmet.ac.uk/TLTC/learnhigher/Plagiarism/
PLAGIARISM AVOIDANCE
All new students to the University of Bradford, i.e. first year students, direct entry students into
other years, and Masters students (including international MBA and MSc students), must
complete the online “Plagiarism Avoidance for New Students” course (“PANS”).
Please note:

You must complete the Plagiarism Avoidance course before you submit your first piece
of assessed work. If you are a Stage 2 or Stage 3 student and have not yet done the
PANS, please ensure that you complete this short course as soon as possible.

You will find the Plagiarism Avoidance course in your school induction module within
Blackboard, under "My organisations". The course is entirely online and consists of five
eTutorials followed by a short diagnostic test. The answers to all the test questions are
contained within the tutorials. The course introduces you to concepts about plagiarism
and aims to prevent you contravening University regulations concerning plagiarism.

Please note that the test is intended to diagnose your understanding of plagiarism for it is
absolutely essential to good academic writing that you understand how to avoid
plagiarism. You have only ONE attempt to do the diagnostic test. If you do not achieve
the 70% pass mark, you will be referred to a member of academic staff (usually your
personal tutor) for further help and guidance.
For more information on the University’s efforts to ensure that students do not commit
plagiarism, please see the following article:

George, S., Costigan, A. and O’Hara, M. (2013) Placing the library at the heart of
plagiarism prevention: the University of Bradford experience. New Review of Academic
Librarianship, vol.19, no.2, pp.141-160. Available via Bradford Scholars (the University’s
online research depository) at: http://bradscholars.brad.ac.uk/handle/10454/5616
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9. Complaints and Appeals
For information regarding making complaints or appeals please visit
http://www.bradford.ac.uk/legal-and-governance/breaches-appeals-complaints/.
10. Module Feedback from Previous Students
Overall satisfaction with the module on the basis of anonymous module evaluations by students
in the 201/13 cohort:
4.7 (out of 5)
Examples of comments made by students in anonymous module evaluations are:
“The module ran extremely smoothly and the lecturer was always helpful and informative,
especially by going the extra mile and getting in a guest lecturer.” (Student in cohort 2012-3)
“One of the major strengths of this module was how all the theory was applied and illustrated
with examples and videos. This really allows you to put in to context the theory and discuss the
issues in brand management. The tutorial sessions were well planned and I found them useful
for exam preparation, in particular the case studies that were used. Overall, I enjoyed the
module and would recommend students choosing this module. I particularly enjoy the practical
nature of this.” (Student in cohort 2012-3)
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