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MART468 Branding

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.

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Normally available only to postgraduate and/or DipGrad students.
Teaching staff

Professor Rob Aitken

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.

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

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Semester 1

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Thursday 13:00-14:50 9-14, 16-22