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Unit of Study

Building and Managing Brands
UoS Code MKTG3120
Credit points 6
Offered Semester 1
Prerequisites MKTG1001 or MKTG2001
Assumed Knowledge
Additional Information
Lectures 1x 2hr lecture and 1x 1hr tutorial per week
Assessment project (30%), presentation (15%), tutorial participation (10%), reflective assignment (15%), final exam (30%)
Description The most important intangible asset of any organisation is its brand or portfolio of brands. Marketers use an array of internal and external communications approaches to deliver the brand\\\'s overall value proposition and experience to its key stakeholders and target customers, and thereby build brand equity. Names, symbols, and slogans along with their underlying associations, perceived quality, brand awareness, customer base and related proprietary resources form the basis for brand equity. Most brands fail because of the lack of proper market research and analysis that enables the brand\\\'s core values to be articulated, accurate positioning strategies to be developed, and complete alignment to be achieved between internal and external brand building communications. This unit helps students understand the concept of brand equity and the management of brand assets by learning how to strategically create, position, develop and sustain brand equity.