Module details for Brand Management


The module provides critical insight into branding and the role of brands for businesses, consumers and society more broadly. The module explores key theories in brand management, the impact of brands on business success, along with contemporary developments and issues in brand management, to provide students with a broad and up-to-date perspective, grounded in evidence from academic branding literature and branding practice.


The aim of this Module is to provide the student with : an understanding of the theoretical principles that underlie brand management and their application in branding activities; the analytical and evaluation skills required to evaluate brands and brand management, their role in organisations and how current trends and developments affect brand management; the skills and knowledge to create solutions to brand management problems.

Learning Outcomes

By the end of this module the student should be able to:

1.  Critically evaluate branding concepts, and their role and application in contemporary branding practice.

2.  Develop branding solutions for a specified brand management problem.

Indicative Content

1 How brands work

2 Foundations of strategic brand management: brand identity, brand image and brand positioning

3 Brand equity and measuring brand performance

4 Managing brands over time: brand portfolios and brand extensions

5 Brand innovation

6 Brands, society and sustainability

7 Contemporary developments and issues in branding

8 Online brand communities and digital influences on branding

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 0
Tutorial/Seminar 12
Practical Activity 24
Assessment 50
Independent 114
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.