The Power of Brands

University of Westminster

Course Description

  • Course Name

    The Power of Brands

  • Host University

    University of Westminster

  • Location

    London, England

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • UK Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Class Level: 4
    Site: Central London
    Assessment Group Report 25%, Group Presentation 25%, Test 50%
    Creating and managing successful brands is a source of competitive advantage to modern organizations.
    This module provides students with the fundamental understanding of brands, brand positioning and brand
    portfolio management. It engages students by practical demonstration of the effective use of marketing and
    branding tools. At the heart of an effective brand strategy, is its seamless integration with the marketing mix.
    A successful brand plan, does not only address how the brand will be communicated but also how it will be
    On successful completion of this module, the student will be able to:
    * Explain the importance of branding as a marketing tool and its evolution in business practice.
    * Develop an understanding of brands and brand value over time through the development of brand
    planning and equity.
    * Evaluate basic strategies required to develop and communicate a strong brand and to evaluate its
    * Develop the ability to present and debate brand issues within given scenarios and case studies
    * Evolution of branding in business practice
    * Benefits of branding to firms, consumers and intermediaries
    * Key brand principles of brand planning and the criteria for evaluating brand performance
    * Marketing communication and its role in creating brand equity
    * Brands as delivering benefits and meaning to their users; both functional and symbolic
    * The concept of customer based brand equity, its development, management and evaluation
    * The main concepts of brand strategy and brand positioning
    * Examples of leading brands and scenario analysis of consumer perception
    * The basic structure and contents of a brand guideline document.
    Contact hours each week are delivered evenly between lectures and seminars. Lectures will cover the
    outline and explanation of the main theories and concepts of the syllabus and be illustrated by examples
    from current brands and branding practice. Seminars will involve discussion and debate, where students
    are encouraged to talk about their own brand choices, attachments and habits in order to draw on the
    concepts introduced in the module. Specific tasks supported by guided reading will be set for each seminar.
    Guest lecture(s) may be organised to discuss examples of leading brands. Field exercises and trips may
    also form an integral part of the teaching and learning method, and students may be asked to undertake
    market research and present findings in class.
    The nature of the subject requires the students to work through a case study as part of working in teams to
    present their ideas. The in-class test is used to ensure that each individual student has the understanding
    and underpinning knowledge of the key basic elements of a brand and how branding is used as a
    marketing tool.
    To pass this module students will need to demonstrate critical understanding of the syllabus, as the
    assessment will draw on all the learning outcomes. Analytical thought, creativity and good verbal and
    written expression will be rewarded.
    Qualifying set: 50% In-Module qualifying set, 50% End-of-Module qualifying set.
    In-Module qualifying set is by two pieces of work ? a group report including team proposals a group
    presentation of solutions (25% and 25% respectively). Assessment methods include, but are not limited to,
    presentations, role-play and experiential learning exercises and document preparation.
    End-of-Module qualifying set: Individual in-class test on aspects of brands and branding. The pass mark for
    this module is 40%.
    Essential Reading
    Keller, K, (2013), Strategic Brand Management, 4th Edition, Pearson
    Further Reading
    Kapferer, J, (2012), The New Strategic Brand Management: Advanced Insights and Strategic
    Thinking (New Strategic Brand Management: Creating & Sustaining Brand
    Equity), 5th Edition, 2012: Koga Page.
    ~ Marketing (Haymarket)
    ~ Marketing Week (Centaur)
    Brand republic:
    Brand Consultants
    Brand Blogs
    Marketing Advertising & Design:
    World Advertising Research Centre:
    Chartered Institute of Marketing:

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.


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