Handbook

Brands are strategic assets that can provide brand owners with impactful and long-lasting competitive advantages. How to achieve this is the central theme of Brand Management. The whole life-cycle of managing brands is covered, including the development and launch of new brands; brand and line extensions; rejuvenating and retiring brands; brand architecture, multi-brand portfolios, brand alliances and co-branding; international branding, standardisation and globalisation; corporate and employer branding; brand metrics and audits. An inter-disciplinary approach is taken, drawing on marketing and management, design and aesthetics, packaging and graphics, accounting for brands as intangible assets, and the legal protection of brands and trade marks. This course is underpinned by a combination of theory, best practice and critical thinking.