Brands that have endured over time have done so for one key reason; they represent universally recognizable human values. These values are embedded in the ‘core promise’ delivered through products, services experiences and ideas. Enduring brands last because they adapt to the cultural context, innovating and integrating while staying true to the core promise. They are consistent in their delivery of that promise and value add for customers by delivering a personal experience as part of the exchange. Students will explore contemporary branding theories, evaluating and synthesizing the history and practices of selected enduring brands that have become iconic in contemporary society. Further, students will develop a proficiency in the use of information and technology to evaluate and measure the performance of global brands.
Not currently offered.
On successful completion of the course students will be able to:
1. Define and discuss the foundations of branding theory
2. Evaluate and distinguish the characteristics of enduring brands
3. Analyze and critically evaluate branding strategies adopted by enduring global brands
4. Analyse a range of metrics to assess brand success
5. Communicate specialised branding knowledge orally and in writing
The content in this course includes the following
- What is an enduring brand?
- Brand identity
- Consumer-brand relationships
- Cultural branding
- Brand authenticity
- Brand revitalization
- Brand analytics
To enrol in this course student must have successfully completed 40 units of GMBA courses including GMBA6005 and be active in the Master of Business Administration (Global) program (40160).To enrol in this course student must have successfully completed 40 units of GMBA courses including GMBA6005 and be active in the Master of Business Administration (Global) program (40160).
Successful completion of 40 units of GMBA courses (GMBA6005 and an additional 30 units of GMBA courses)
Presentation: Case Study Presentation