Brand Management

The details
Essex Business School
Kaplan Singapore
Autumn & Spring
Undergraduate: Level 6
Thursday 08 October 2020
Friday 26 March 2021
08 November 2019


Requisites for this module



Key module for


Module description

This module builds upon your prior knowledge of marketing and management by considering the more specific field of brand management. In this module you will explore the fascinating world of brands from various perspectives. To that end, the module highlights the ubiquitous presence of brands in our contemporary cultures and explores consequences for contemporary marketing practices and for organisational practices more generally. Further, we will examine the relevance and impact of brands for businesses, consumers, and within society at large.
The module deals with the meaning of brands, their relation to products, services and other entities that are being "branded", the choices regarding brand strategy, and their management. Attention is paid to the notion of brand identity, brand image, the issues of brand development and extension, and the consumption of brands.

Module aims

The module introduces managerial and marketing issues central to brand management while also engaging in critical analysis of branding understood as a cultural practice within society at large.
All this will, hopefully, challenge some of the preconceptions about brands you may have, show you the potential breadth and depth of branding as an exciting subject area to study and make you aware of how all this is potentially relevant for your future professional and personal lives.

Module learning outcomes

On successful completion of the module, students will be able to:
1. Explain the role of brands for contemporary marketing and the historical emergence of brands and branding as a business practice.
2. Analyse the role of brand management for companies and locate brand management within its wider social, economic, and cultural context.
3. Evaluate the theoretical and practical implications of branding concepts and strategies and discuss them critically in relation to a variety of contemporary issues of brand management.
4. Apply brand management concepts and strategies to business problems and justify their suitability for a business problem at hand while being able to identify possible limitations.

Module information

Skills for Your Professional Life (Transferable Skills)

Taking this module will help you develop the following additional skills for your professional life:

* Written Communication – through the diligent preparation of seminar tasks and assignments
* Oral Communication – through your active and thoughtful participation in class discussions
* Research Skills – through your independent location, evaluation and use of reliable and valid information sources (academic and non-academic)
* Critical Thinking – through your reflective engagement with the subject area and its theoretical principles and practical implications
* Teamwork/Collaboration – through your active participation in group work and discussions
* Digital and Technical Fluency – through your use of information technology to source information and compose assessed documents
* Innovation and Curiosity – through your independent exploration and research of the subject area and its theoretical principles and practical implications beyond the basic issues introduced in class
* Data and Analytics – through your active and informed use of academic and commercial databases and your use of relevant information sources
* Personal Brand – through your creative application of the subject area and its theoretical principles and practical implications to your own life

Learning and teaching methods

The module will be delivered in weekly lectures. In this way you are being broadly introduced to the content of a brand management topic area in each lecture providing you with a foundation for independent further study. Required readings and preparation activities for sessions will be provided before each session on Moodle. You are expected that you prepare by reading the material and complete the required tasks beforehand and that you actively participate in activities and discussions.


  • Jean-Noël Kapferer. (2012) 'Managing global brands', in The New Strategic Brand Management: Advanced Insights and Strategic Thinking, London: Kogan Page., pp.405-438
  • Martin Kornberger. (2010) 'Introduction: the brand society', in Brand Society: How Brands Transform Management and Lifestyle, Cambridge: Cambridge University Press., pp.3-23
  • Richard H. Elliott; Larry Percy; Simon Pervan. (©2018) Strategic brand management, Oxford: Oxford University Press.
  • Jean-Noël Kapferer. (2012) 'Brand identity and positioning', in The New Strategic Brand Management: Advanced Insights and Strategic Thinking, London: Kogan Page., pp.149-177
  • Martin Kornberger. (2010) 'Ethics', in Brand Society: How Brands Transform Management and Lifestyle, Cambridge: Cambridge University Press., pp.205-235

The above list is indicative of the essential reading for the course. The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students. Further reading can be obtained from this module's reading list.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Mario Burghausen, email:
Mario Burghausen



External examiner

Mr Ben Lowe
University of Kent
Professor of Marketing
Available via Moodle
No lecture recording information available for this module.


Further information
Essex Business School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

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