Brand Now Brand Now

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.

Learning Outcomes

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.