On Campus
6 x 6--hour intensive workshops per semester
1 x 99-hour independent study per semester

6 x 6--hour online lectures per semester
4 x 1-hour online tutorial per semester
1 x 99-hour independent study per semester
Assignment(s), Quiz(zes)
Topic description

Successfully creating and managing brands is a subject of high relevance to companies ranging from small to medium to multinational. As a function of marketing, brand management involves the planning and analysis of how a brand is perceived in the market. All activities centre on attracting and then building a close relationship with targeted consumers. The course is structured in such a way that students will be introduced to brand benefits, narratives, names, logos, brand personality, consumer-brand relationships, brand communications, brand-scapes, and pricing. The topic will also introduce students to the challenges of international brands, specifically with respect to addressing the challenges of cultural variables in a selling context.

Educational aims

This topic aims to provide students with key insight into the:

  • Nature and concept of brands as symbolic and experiential values added to products and services
  • Capacity to create and communicate brands to targeted customers in both domestic and international markets
  • Fundamentals and principles of tailoring brands while establishing and managing consumer-brand relationships
Expected learning outcomes
On completion of this topic you will be expected to be able to:

  1. Explain the key principles of creating and managing brands (wine/craft spirits)
  2. Critically analyse examined brand concepts
  3. Conduct research to assess the potential of new and existing brands in domestic and international markets
  4. Develop a brand concept (e.g., for wine, spirits or craft beer)