In this unit you will appraise brands, the most important intangible asset of any business, along with relevant underlying associations, perceived quality, and related proprietary resources. You learn about why brands matter, what they mean to consumers, and how organisations successfully manage them. We do this in the context of the various private, public and not-for profit (NFP) sectors by reviewing major theories, principles and tools of brand management. As a brand manager you will delve into the elements of brand techniques, stakeholder analysis, assist in product/service development, track performance, manage pricing/distribution and develop new business opportunities.

Learning outcomes

After successful completion of this unit, students be able to:
1. Interpret what a brand is and the key elements of brand management;
2. Analyse branding techniques for different sectors and audiences, and apply these to a variety of different issues; and
3. Work effectively in a team to execute a brand presentation to sustain a brand over time.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - apply their knowledge to working with Indigenous Australians in socially just ways

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

9118 Brand Management.

Assumed knowledge

None.