Undergraduate | UAD-MAR2506OUA | 2024
Building and Managing Brands
Course information for 2024 intakeView information for 2023 course intake
Building and Managing Brands
About this subject
On successful completion of this course, you will be able to
- Discuss the role of branding in creating strong brands;
- Identify and explain strategies that build brand equity;
- Demonstrate how knowledge of branding can be applied to marketing;
- Display critical thinking and problem-solving skills;
- Gain, evaluate, and synthesise information and existing knowledge from a number of sources and experiences;
- Prepare a professional, logical and coherent brand development report within a specific context.
- Getting to know branding using numbers, history and key concepts of branding
- Building a strong brand: 10 C.O.M.P.O.N.E.N.T.S
- "What's in it for me" - Understanding the brand offer
- What strong brands have but weak brands do not - the brand vision and narrative
- The biggest determinant of performance - Finding the best position
- Different types of brands - The importance of being first, the market leader, or a challenger
- Designing marketing programs to build brand equity
- Brand growth and revitalisation
- - Threats to brand relevance and the role of line and brand extensions
- - The role of secondary brand associations
- Applications and implications from having an understanding of brand performance measures
A company's brand will often be amongst the most valuable of its assets. Even startup companies and individuals need to be conscious of what their brand stands for. The 'Brand Manager' in a large company is responsible for maintaining and growing the value of the company's brand. This course prepares students for this role, for 'products' that may be a good or a service, a tangible or an intangible. Industry-standard brand metrics are used as an introduction to practical measurement and management and the course advances to the theory of brand equity, points of parity, and points of difference. Brand co-creation is explored, with particular reference to social media marketing such as Facebook, Twitter, and Blogs. The leveraging of brand equity into brand extensions (as with Virgin) is evaluated as a form of growth strategy.
All assessment is assignment based.
- Discussions on a range of topics provided (10%)
- Brand Analysis Questions - Part A and Part B (30%)
- Report - Brand Development - Part A (20%) Brand Analysis and Part B (40%) Brand Development (60%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Part of a degree
To enrol in this subject you must be accepted into one of the following degrees:
- UAD-INB-DEG-2024 - Bachelor of International Business
Successful completion and passing of four core open access courses and admission into the Bachelor of International Business.
- Equipment requirements - Headphones or speakers (required to listen to lectures and other media) Headset, including microphone (highly recommended) Webcam (may be required for participation in virtual classrooms and/or presentations).
- Software requirements - It is essential for students to have reliable internet access in order to participate in and complete your units. MyUni is the University of Adelaide's online learning environment. MyUni provides access to various features including announcements, course materials, discussion boards and assessments.
This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
Once you’ve completed this subject it can be credited towards one of the following courses