Creative Brand Marketing

Module code: BUS348

Credits: 15.0
Semester: SEM1

Contact: Dr Mohammad Tajwar Malik

¿Creating a true brand is one of the most powerful things any company can do to enhance its market power¿ (Elliott and Percy, 2007, preface). When a product-commodity becomes a brand, its use value is imbued with symbolic value that consumers deploy in constructing and maintaining their identities. The module draws on a diverse set of theories to understand current issues in brand management rather than merely relying on the cognitive, information-processing approach to branding.

Connected course(s): UDF DATA
Assessment: 70.0% Coursework, 30.0% Practical
Level: 6