MARK5821 Brand Management - 2023

Subject Code
Study Level
Commencing Term
Term 1
Total Units of Credit (UOC)
Delivery Mode
On Campus and Online
This course outline is provided in advance of offering to guide student course selection. Please note that while accurate at time of publication, changes may be required prior to the start of the teaching session. To view other versions, visit the archives .

1. Course Details

Summary of Course

Brands are strategic assets that can provide firms with long-lasting competitive advantage and financial value. How this may be achieved is the central theme of Brand Management. To accomplish that, the course considers the nature of brands and the organization’s strategic environment in which its brands compete.  This environmental audit establishes the foundation from which brand opportunities may be identified, at the concept stage, during launch and growth, and in decline.  We discuss brand positioning and move from there to consider how the brand position can be established using the marketing mix.  The course closes with a consideration of branding issues, including brand extensions, architecture, migration, and valuation.

The course will use conceptual frameworks to develop a systematic approach to brand management, and will harness this scaffolding to address real industry branding problems, drawing from numerous practical examples.  Students will be challenged to generate, analyse and evaluate branding options that will meet customer needs and enable the organization to realize its objectives.

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

View course timetable

Course Policies & Support

Course Aims and Relationship to Other Courses

The course aims to:

  • Provide an understanding of the meanings of brands and provide a process by which they can be created, managed, and harnessed
  • Develop the elements of that process reflecting strong brand management practice
  • Enhance students’ ability to apply and evaluate creative and critical strategies and tactics involved in developing, positioning, leveraging, managing a brand, and measuring its value
  • Examine the application of branding principles to a variety of business and other problems to see how successful brand management may be undertaken in different situations.

2. Staff Contact Details

Position Title Name Email Location Phone Consultation Times
Lecturer-in-chargeAProfLiem Viet NgoRoom 3023B, Quadrangle Building East (E15 on the campus map)+61 2 9065 1542Thursdays 10am-11am

To successfully complete this course, effective communication between us is vital. I will use Moodle to send you information between lectures and you need to check it regularly. In return, please send an email if you have any general questions about the course. Specific questions are best dealt with during the lecture, consultation times or by appointment. Please use your student-email to communicate with me. I will not open your email coming from yahoo, hotmail, gmail, and the like, even if it gets through the spam filters, as I will not know you are a student. Student-email messages get first priority in being answered. Please note any question related to the tutorials should be first addressed to your respective tutors.

3. Learning and Teaching Activities

Use of your Webcam and Digital Devices: If you enrol in an online class, or the online stream of a hybrid class, teaching and associated activities will be conducted using Teams, Zoom, or similar a technology. Using a webcam is optional, but highly encouraged, as this will facilitate interaction with your peers and instructors. If you are worried about your personal space being observed during a class, we encourage you to blur your background or make use of a virtual background. Please contact the Lecturer-in-Charge if you have any questions or concerns.

Some courses may involve undertaking online exams for which your own computer or digital devices will be required. Monitoring of online examinations will be conducted directly by University staff and is bound by the University's privacy and security requirements. Any data collected will be handled accordance with UNSW policies and standards for data governance. For more information on how the University manages personal information please refer to the UNSW Student Privacy Statement and the UNSW Privacy Policy.

Approach to Learning and Teaching in the Course

This course is designed to be:

• Rigorous and informed, in that we consider and analyse what is known about brand management through business practice, research and scholarship;

• Encouraging of critical and independent thinking, including an assessment of the validity of claims made about brands and brand management;

• Professionally relevant – by looking at workable frameworks, industry best practices, and developing knowledge/skill that will be of value in the workplace;

• Engaging, in the sense of actively having to resolve theoretical and practical problems through written assignments, exercises, classroom/group discussions, and a major project

• Thought provoking since the best approach to many marketing projects is contingent on the context, and so we must be able to recognize the branding tools that will be most useful in a given situation;

• Reflective, by relating formal approaches to brand management to experiences in daily life (we are, after all, surrounded by brands).

Learning Activities and Teaching Strategies

This course will be conducted through a combination of lectures and tutorials. It will draw upon the experience we have as consumers and as marketers. Lectures will provide students the opportunity to be presented with and discuss key brand management tools and strategies firms use today. Students will read and review cases, readings and research papers as it will form much of the basis of discussions and analyses in tutorials.

Small group learning in tutorials will consist of working within groups and presenting recommendations for case analyses. In both lectures (online) and tutorials (online/offline), students are encouraged to participate through contributing:

•    Theoretical insights they have read.

•    Practical examples they have come across.

•    Their own experiences with brands.

5. Course Resources


Perspectives on Brand Management: CLOs 1-2

o Traditional lecture slides based on various resources including key readings for each lecture (available on Moodle)

o Key readings on different perspectives of branding

o Case studies and discussion on different perspective of brands and branding

o Videos on best practices in branding

o Tutorial exercises and online discussion forum questions and quizzes.

Brand Management Operations: CLOs 1-3

o Traditional lecture slides based on key readings for each lecture (available on Moodle)

o Key readings and discussion on brand management operations

o Practical tools on brand management operations

o Tutorial exercises and discussion questions

Tutorials: (CLO 4-5)

o Key readings on discussion topics

o 1 case study + 1 sample case study discussion

o Five group presentations on topics related to the group project


• 9 times 2-hour lectures

o techniques: non-flipped teaching mode with annotated slides and worked out examples

o practice areas: exclusively discussions based on videos and articles

• 8 times 2-hour tutorials with case studies, group presentations and discussions to be discussed in teams in class (teams are created for major assignment based on their tutorial enrollment)


• 3 hour consultations per week (1 with LIC, 2 with tutors)

• Faculty PASS classes

• Interactions in the tutorials. Note that tutorial teams also have their own team space in Teams

• Anonymous feedback on the course delivery and structure

• Weekly e-mails of what students are expected to do in the following week (mentioning all RASE elements for the next week) .

Supplementary resources:

• Kevin Lane Keller and Vanitha Swaminathan, 2019, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, 5/E, ISBN:9781292314969, Pearson.

• Batey, M. (2015). Brand Meaning: Meaning, myth and mystique in today’s brands. Routledge.

• Jean-Noel Kapferer (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th edition), Kogan Page, London (ISBN-10: 0749465158; ISBN-13: 978-0749465155).

• Leslie de Chernatony, Malcolm McDonald, & Elaine Wallace (2011), Creating Powerful Brands (4th edition), Butterworth-Heinemann.

• Supplementary readings are not mandatory, but they should be read selectively to give you a broader and deeper understanding of the material presented in the course. Keep in mind that they have been chosen to illustrate a point or provide a perspective on a subject under discussion. You should try to track down additional readings.

Sources of Further Information

There are several specialist brand management journals (such as the Journal of Brand Management, and the Journal of Product & Brand Management), as well as numerous textbooks, monographs and coffee table books on the subject. For the main assignment you are encouraged to read more widely. Textbooks, specialist books, popular books, case histories, journals, websites, etc. – all these can be of help.

6. Course Evaluation & Development

Feedback is regularly sought from students and continual improvements are made based on this feedback. At the end of this course, you will be asked to complete the myExperience survey, which provides a key source of student evaluative feedback. Your input into this quality enhancement process is extremely valuable in assisting us to meet the needs of our students and provide an effective and enriching learning experience. The results of all surveys are carefully considered and do lead to action towards enhancing educational quality.

Each year feedback is sought from students and other stakeholders about the courses offered in the School and continual improvements are made based on this feedback. Based on the feedback from last year, some changes were made including Lecture Slides, Cases Studies, and Group Project. UNSW's ‘My Experience’ online student evaluation process is one of the ways in which student evaluative feedback is gathered. By all means give me comments during the course as well.

7. Course Schedule

Note: for more information on the UNSW academic calendar and key dates including study period, exam, supplementary exam and result release, please visit:
Week Activity Topic Assessment/Other
Week 1: Lecture (Thursday 16 February)

Lecture 1 - Fundamental of brand management

No tutorial

Sample Case Study (not graded) and Case Study (20%) are available on Moodle

Week 2: Lecture (Thursday 23 February)

Lecture 2 – Brands exist in the mind of the customer


Tutorial 1:

Group formation for Group Project in Tutorial.

Discussion on Sample Case Study (not graded) in Tutorial 1.

Week 3: Lecture (Thursday 02 March)

Lecture 3 - Positioning brands


Tutorial 2:

Case Study (20%) - Discussion in Tutorial 2.

Case Study (20%): Students upload typed answers to Case Study (20%) to Turnitin by 4pm Monday 27 February 2023.

A progress report of Group Project (not graded) submitted to tutor-in-charge in Tutorial 2 (Week 3). This report comprises the names of your team members, the brand allocated to you for audit, an outline of how you are planning to carry out the assignment, progress to date, and a note of any difficulties or problems that might impede your progress.

Week 4: Lecture (Thursday 09 March)

Lecture 4 - Managing brand portfolios


Tutorial 3:

Group Project Brief and Discussion


Week 5: Lecture (Thursday 16 March)

Lecture 5 - Leveraging existing brands




Tutorial 4:

Individual Presentation - In Tutorial 4, the first member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the Internal Analysis of the Group Project (see Individual Presentation Brief for details)

Individual Presentation (10%)

Note: each group member delivers only one presentation.

Week 6: Lecture (Thursday 23 March)

Lecture 6: Brands exist and belong to a greater culture


Tutorial 5:

Individual Presentation - In Tutorial 5, the second member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the Competitive Analysis of the Group Project (see Individual Presentation Brief for details).

Individual Presentation (10%)

Note: each group member delivers only one presentation.

Week 7: Lecture (Thursday 30 March)

Lecture 7: Marketing research to support branding (Guest lecturer: David Donnelly)


Tutorial 6:

Individual Presentation - In Tutorial 6, the third member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the External Analysis of the Group Project (see Individual Presentation Brief for details).

Individual Presentation (10%)

Note: each group member delivers only one presentation.

Week 8: Lecture (Thursday 06 April)

Lecture 8: Marketing Mix to support the Brand: Product and Communications




Tutorial 7:

Individual Presentation - In Tutorial 7, the fourth member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the Crafting a New Brand of the Group Project (see Individual Presentation Brief for details).

Individual Presentation (10%)

Note: each group member delivers only one presentation.

Week 9: Lecture (Thursday 13 April)

Lecture 9: Brand management in practice (Guest lecturer: Damian Borchok)





Tutorial 8:

Individual Presentation: In Tutorial 8, the fifth member of each group will prepare and deliver an individual presentation (10 minutes) with respect to the Brand Positioning and HVM of the Group Project (see Individual Presentation Brief for details).

Individual Presentation (10%)

Note: each group member delivers only one presentation.

Week 10: Lecture (Thursday 23 April)

Lecture 10: Branding in the connected age

Group Project Report (30%): submitted via Turnitin by 4pm Friday 21 April 2023.


Individual Work (40%): submitted via Turnitin by 4pm Thursday 27 April 2023 (Week 11).

8. Policies and Support

Information about UNSW Business School program learning outcomes, academic integrity, student responsibilities and student support services. For information regarding special consideration, supplementary exams and viewing final exam scripts, please go to the key policies and support page.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs.  For PG Research PLOs, including Master of Pre-Doctoral Business Studies, please refer to the UNSW HDR Learning Outcomes

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.

UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate CapabilitiesBusiness School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 7: Leadership development

Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 6: Global and cultural competence
  • PLO 7: Leadership development

Professionals capable of ethical, self-directed practice and independent lifelong learning
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 5: Responsible business practice

Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 5: Responsible business practice
  • PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility.  The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Services team.

Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.


UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

  • Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
  • Paying another person to perform an academic task and passing it off as your own
  • Stealing or acquiring another person’s academic work and copying it
  • Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz:


The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at:

For UNSW policies, penalties, and information to help you avoid plagiarism see: as well as the guidelines in the online ELISE tutorials for all new UNSW students: For information on student conduct see:

For information on how to acknowledge your sources and reference correctly, see: If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.

Student Responsibilities and Conduct

​Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.


It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload

Attendance and Engagement

Your regular attendance and active engagement in all scheduled classes and online learning activities is expected in this course. Failure to attend / engage in assessment tasks that are integrated into learning activities (e.g. class discussion, presentations) will be reflected in the marks for these assessable activities. The Business School may refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g. tutorials, flipped classroom sessions, seminars, labs, etc.). If you are not able to regularly attend classes, you should consult the relevant Course Authority.

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.

Student Support and Resources

The University and the Business School provide a wide range of support services and resources for students, including:

Business School Learning Support Tools
Business School provides support a wide range of free resources and services to help students in-class and out-of-class, as well as online. These include:

  • Academic Communication Essentials – A range of academic communication workshops, modules and resources to assist you in developing your academic communication skills.
  • Learning consultations – Meet learning consultants who have expertise in business studies, literacy, numeracy and statistics, writing, referencing, and researching at university level.
  • PASS classes – Study sessions facilitated by students who have previously and successfully completed the course.
  • Educational Resource Access Scheme – To support the inclusion and success of students from equity groups enrolled at UNSW Sydney in first year undergraduate Business programs.

The Nucleus - Business School Student Services team
The Nucleus Student Services team provides advice and direction on all aspects of enrolment and graduation. Level 2, Main Library, Kensington 02 8936 7005 /

Business School Equity, Diversity and Inclusion
The Business School Equity, Diversity and Inclusion Committee strives to ensure that every student is empowered to have equal access to education. The Business School provides a vibrant, safe, and equitable environment for education, research, and engagement that embraces diversity and treats all people with dignity and respect.

UNSW Academic Skills
Resources and support – including workshops, individual consultations and a range of online resources – to help you develop and refine your academic skills. See their website for details.

Student Support Advisors
Student Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process.
John Goodsell Building, Ground Floor.
02 9385 4734

International Student Support
The International Student Experience Unit (ISEU) is the first point of contact for international students. ISEU staff are always here to help with personalised advice and information about all aspects of university life and life in Australia.
Advisors can support you with your student visa, health and wellbeing, making friends, accommodation and academic performance.
02 9385 4734

Equitable Learning Services
Equitable Learning Services (formerly Disability Support Services) is a free and confidential service that provides practical support to ensure that your health condition doesn't adversely affect your studies. Register with the service to receive educational adjustments.
Ground Floor, John Goodsell Building.
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
02 9385 5418

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9065 9444

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
02 9385 3331

UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
02 9385 1333

Support for Studying Online

The Business School and UNSW provide a wide range of tools, support and advice to help students achieve their online learning goals. 

The UNSW Guide to Online Study page provides guidance for students on how to make the most of online study.

We recognise that completing quizzes and exams online can be challenging for a number of reasons, including the possibility of technical glitches or lack of reliable internet. We recommend you review the Online Exam Preparation Checklist of things to prepare when sitting an online exam.