Focuses on building, maintaining, and measuring brand equity and identity systems.
About this course
This course explores the strategies and tactics used to build strong, valuable brands. You will learn how to create a brand identity that resonates with target audiences and how to measure the impact of your brand efforts. The course covers brand positioning, identity systems, and brand equity management.
You will work on practical projects that simulate real-world brand challenges. You will develop a brand positioning statement and a set of brand identity guidelines. You will also learn how to use research methods to evaluate brand performance and make data-driven decisions.
Who takes this course
Prerequisites
You must have completed PRCM 1910 Consumer Behaviour Analysis and PRCM 1560 Marketing Research Methods before taking this course.
Credits: 3 · Hours: 45
Prerequisites
Learning outcomes
- Define core brand concepts and explain how brand equity is created and sustained.
- Develop a brand positioning statement that aligns with organisational strategy.
- Design brand identity systems, including visual and verbal guidelines.
- Measure brand performance using established metrics and research methods.
- Analyse case studies to recommend brand management strategies for different markets.
Evaluation
| Component | Weight (%) |
| Brand positioning project | 30 |
| Brand identity guidelines presentation | 25 |
| Mid-term examination | 25 |
| Final examination | 20 |