Development of skills to analyse and manage brands effectively, based on current theoretical understanding in the academic branding literature and its application to contemporary cases.
| Paper title | Branding |
|---|---|
| Paper code | MART468 |
| Subject | Marketing |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees (NZD) | $1,163.90 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Notes
- Normally available only to postgraduate and/or DipGrad students.
- Contact
- marketing@otago.ac.nz
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- Paper Structure
- This paper will cover the following themes:
- Brand Management Strategy
- Corporate Branding and Reputation
- Brand Personality and Brand Trust
- Positioning of Brands
- Brand Image
- Brand Extensions
- Brand Performance Measures
- Brand Equity
- Consumer Behaviour and Brands
- Brand Narratives and Consumer Connection Brands
- Brand Community and Word of Mouth
- Celebrity Endorsement
- Brand Names and Logos
- Brands and Emotion
- Standardisation vs Adaptation of Brand Names
- Cause-Related Marketing
- Counterfeiting and Brand Devaluation
- Reputation and Crisis Management
- Product-Country Images
- Country of Manufacture/Origin
- Positioning a Country Brand
- Destination Brands
- Online Brands
- "Cool" Brands
- Retro-branding
- Teaching Arrangements
One 2-hour lecture per week for 13 weeks.
- Textbooks
- There is no required textbook for this paper.
- Course outline
- View the course outline for MART 468
- Graduate Attributes Emphasised
- Lifelong learning, Communication, Critical thinking, Information literacy, Research.
View more information about Otago's graduate attributes. - Learning Outcomes
Upon successful completion of the paper, students will be able to:
- Explore the theoretical underpinning of branding concepts
- Examine methods for positioning and branding products or services in the marketplace
- Critically evaluate branding theory and apply this knowledge to branding campaigns
- Produce a brand audit by analysing an organisation's brand, its brand management and its marketing effectiveness
