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2023/24 Taught Postgraduate Module Catalogue

LUBS5432M Brand Management and Corporate Identity

15 creditsClass Size: 150

Module manager: Karen Tejedor Bowen

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2023/24

This module is not approved as an Elective

Module summary

This module develops your knowledge of branding and corporate identity from a strategic business perspective and also from a design perspective. You will learn about key techniques and criteria which will enable you to evaluate a range of brand/corporate identities and related elements such as communications, logos etc. In addition selected areas of branding will be explored including luxury branding, services and retail branding and brand extension.


This module aims to provide students with the knowledge and skills to explore the role of branding and examine the strategic branding process from a marketing management perspective. It will also address approaches to building corporate identity with specific focus on the contribution of design elements and apply core academic theories and concepts in the context of contemporary practice.

Learning outcomes
Upon completion of this module students will be able to:
- Critically evaluate the key theories and concepts of branding and corporate identity within the broader context of marketing management
- Assess the impact of brand strategy on corporate and organisational performance
- Critically evaluate selected brand identities and elements thereof

Skills outcomes
Upon completion of this module students will be able to:
- produce effective and professional written communications

Subject specific
- articulate an advanced level critical analysis of brand identity and related elements


Indicative content
Foundations of branding and evolution of branding concept
Brand development process; role of insight; understanding values, positioning and essence; brand equity
Communicating the brand; emotional approaches; communication tools
Managing the brand portfolio; brand architecture and hierarchy
Brand identity design process; corporate brand identity; role of design; communicating differences
Developing brand touchpoints; names; packaging; logos
Brand identity analysis; interpreting the visual manifestation of brand identity
Brand extension; rationale, benefits and risks; distancing techniques; co-branding
Luxury branding; Veblen effects; communicating values
Services and retail branding; managing the environment
Key learning is developed through evaluation and critique of brand identity and elements thereof

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours121.00
Total Contact hours29.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Assessment typeNotes% of formal assessment
AssignmentIndividual 3,000 words + appendices100.00
Total percentage (Assessment Coursework)100.00

The resit for this module will be 100% by coursework

Reading list

The reading list is available from the Library website

Last updated: 26/06/2023 10:33:31


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