| Purpose: The purpose of this module is to enable students to integrate knowledge of brand management in relation to the marketing and retail management discipline. This will be achieved through the ability of explaining, distinguishing and discussing the key concepts brand management namely, brand, branding, brand image, identity and positioning, brand architecture, brand equity and brand value chain, designing marketing programmes to build on brand equity, measuring brand equity and performance, brand content planning, branding in the digital era, branding in south Africa and Africa, international branding, a perspective on service branding, and internal branding and engagement. Further, the student must demonstrate knowledge and application in analysing brand management case studies by evaluating, judging and justifying the concepts. Thereby developing brand strategies. |
