Module Organiser: Visiting Prof Robert Jones
Keeping pace with the ever-evolving world of strategy and design, this module provides an up-to-the-minute understanding of the importance of brands, and how they drive and shape a business. Informative and inspirational, this course will leave you better equipped to work on branding within an organisation, or through a consultancy.
Aims and Objectives
On completion of the module, you will be able to describe:
What brands are, their role in leadership, how they're changing, and the scope of branding in business
The realities of branding, what works and what doesn't, and the ethics of branding
A range of models of branding, and the concept of The Big Idea
How brands can drive business, and their link to commercial success
The components of brand identity
The main concepts of brand architecture, and the possible shape of 21st-century brands.
Using the programme’s model as a template, you will be able to identify what makes a successful brand and how it helps to communicate aims, ideals and objectives to chosen target markets.
Please note: This information is subject to review and change without notice.