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Unit of Study

Brand Management
UoS Code MKTG6016
Credit points 6
Offered Semester 1
Prerequisites MKTG5001
Assumed Knowledge
Additional Information
Lectures 1x 3hr seminar per week
Assessment class participation (10%), assignment (20%), assignment (35%), exam (35%)
Description The most important intangible asset of any business is its brand. The company\\\'s name, symbols and slogans along with their underlying associations, perceived quality, name awareness, customer base and related proprietary resources form the basis for brand equity. Most new brands that are introduced, fail because of the lack of proper market research and analysis about positioning. The core of successfully establishing a brand lies in accurate positioning strategies. This unit helps students understand the concept of brand equity and the management of brand assets by learning to strategically create, position, develop and protect brand equity.