MARK3092 Brand Management - 2018

Subject Code
Study Level
Commencing Term
Semester 1
Total Units of Credit (UOC)
Delivery Mode
On Campus

1. Course Details

Summary of Course

​Brands are among the most valuable corporate assets. This course is about how brands are viewed, built, managed, and measured to ensure firms’ superiority and sustainability in profits. To explore such issues, this course provides relevant and up-to-date theories, concepts, techniques, and models in branding. The course will interweave lectures, exercises, guest speakers, case discussions, and a brand audit group project.

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

This course is a level 3 marketing elective in the marketing major stream of the Bachelor of Commerce.
The course’s aims are to:
  • Provide an understanding of the meanings of brand from different perspectives.
  • Provide the appropriate concepts, theories and techniques related to the important issues in brand management operations.
  • Enhance students’ ability to apply creative and critical strategies and tactics involved in developing, positioning, leveraging, and managing a brand, and measuring its value.
The course is organised into three modules that collectively address the course aims.
  • Perspectives on brand management sets the scene by considering what a brand is from different perspectives. Brands can be viewed as identifiers, functional and symbolic images, icons, strategic assets, and dynamic and social process. How you engage in brand management, and what you expect from it, depends on your perspective. Considered are customer-based and management-based perspectives.
  • Brand management operations concentrates on specific issues including the development and positioning of new brands, naming new brands, leveraging existing brands, managing brand lifecycle and multi-brand portfolios, designing brand identity, measuring brand value, sustainability and corporate brand.
  • Branding in the digital age addresses changes caused by the Internet that has upended how customers engage with brands. The rise of prosumption and prosumer society, the groundswell trend and branding in the groundswell is examined. Developing customer engagement platform and building personal brand online are discussed.


You must have completed MARK1012 (Marketing Fundamentals). Ideally, you should also have studied: MARK2051 (Consumer Behaviour) and MARK2053 (Marketing Communications and Promotions Management). The course draws on knowledge from the fields of consumer behaviour and marketing communications.


You are encouraged to make linkages with previous studies, particularly marketing communications, consumer behaviour and marketing research. Your learning is likely to be more effective when prior experiences and prior knowledge are explicitly recognised and built upon. You should take responsibility for doing this. To prevent duplication of material, this course examines a range of issues related to strategic brand management and the way in which product development and management contribute to the ongoing health of the brand, rather than purely focusing on the communication aspects of brand management which form the core of MARK2053.

2. Staff Contact Details

Position Title Name Email Location Phone Consultation Times
Lecturer-in-chargeAProfLiem Viet NgoRoom 3023B, Quadrangle building - Ref Ref E15+61 2 9385 3605 Thursdays 1pm-2pm (or by appointment)

​Communication with staff

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

Approach to Learning and Teaching in the Course

This course is designed to be:
  • Rigorous and informed, in that we consider 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, cases, exercises, classroom/group discussions;
  • Diverse in the use of learning and assessment methods, from conventional exams to hands-on exercises;
  • 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 is a classroom-based course and, as such, the approach will be fairly instructive. However, we will try to vary the pace by having a mix of formal lectures, exercises, case-studies and external speakers.

The purpose of the lectures is to give you some frameworks for the management of brands. These frameworks draw on the accumulated wisdom of both marketing practitioners and academics. It is to be hoped that in looking at these frameworks we can focus on best practice, rather than merely hold up a mirror to what is found in the Australian marketplace at large. You are encouraged to think, critically, about the frameworks presented in the course, the textbooks, and the readings.

The purpose of exercises is to provide a forum for case analysis and discussion, and for a more hands-on approach to the tasks involved in brand management. This is your opportunity to apply the material presented in lectures and to use knowledge gleaned from readings and experiences.

A certain proportion of this work will be undertaken in groups, and it will be necessary to engage in group study outside formal working hours.

Self-study is important too. You cannot expect to develop the desired level of knowledge and skill from merely attending lectures and tutorials. There is a course textbook – read it! Also, your attention is drawn to supplementary readings – you are not expected to read all of these, but you should study a selection of them and use them to inform your thinking and your work. In particular, many of the readings will highlight alternative perspectives and they will help you hone your skills in making critical evaluations.

5. Course Resources

The website for this course is on Moodle.

Prescribed Textbook

Most brands have to survive in intensely competitive markets. Textbook ‘brands’ are no different. There are a dozen or so leading brand management textbooks on the worldwide market. For this course two are required:
  • Keller, Kevin (2013) Strategic Brand Management: Global Edition (4th edition), Prentice Hall, (ISBN-10:0273779419; ISBN-13:9780273779414)
  • Uncles, Mark (2011) Perspectives on Brand Management, Tild University Press, (ISBN: 978-0-7346-1065-2)
You are advised to purchase one of these books – not both. The library and bookshop have been informed of these course textbooks. Two additional copies for each textbook will be placed on High Use Collection at the library with a 2-hour check out period. The choice of textbook is a matter of taste – as is generally the case when consumers are faced with directly competing brands. Both books offer a strategic perspective and both are informed by research evidence. Uncles acknowledges the complex reality of different perspectives in the process of brand management, and is written as peer-reviewed research monographs. Keller offers more of a consumer angle with the focus on building, measuring, and managing brand equity, and provides a highly structured book, in the fashion of a standard textbook.

Supplementary Readings

  • 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 (ISBN: 978-1-85617-849-5)
  • For each topic in the course several supplementary readings are suggested (see Moodle). 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, web-sites, etc. – all these can be of help. An extensive list of further sources is provided on Moodle.

Informal Learning

Typically, you will gain much more from this course by trying to get below the surface of the subject. So, do not only rely on formal lectures, assignments, textbooks, etc. Here are a few suggestions on how to do this:
  • Reflect on the brands you know well. For what do they stand? How are they managed? Is there a brand hierarchy, and if so how do the components of the hierarchy relate to one another? What changes and improvements do you think should be made? What would you do if you were the brand manager?
  • Develop the habit of scanning the relevant trade magazines such as B&T Weekly, AdNews, Professional Marketing, Admap, etc. These tend to have a lot of industry gossip, but they also give you a feel for how the industry operates and an idea of the challenges it faces. They are useful for brief case-histories.
  • Success in brand management is not a purely intellectual matter. It also depends on application, motivation, insight and flair. Certain skills are honed in this course, but we do not claim this is a substitute for experience. Try to practice your skills outside the classroom – if you are working, take the ideas we discuss back to the workplace and assess whether they help or hinder.
These are just a few of the ways in which you can help to make the themes of this subject ‘come alive’. Of course, you need the formal knowledge as well, otherwise you will merely have a long list of anecdotes, gut-feelings and war-stories.

6. Course Evaluation & Development

​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, there are no significant changes in this course. 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

Week 1: 26 Feb

Fundamental of brand management

Week 2: 05 Mar

Brands as strategic assets

Week 3: 12 Mar

Brands as icons

Week 4: 19 Mar

Brands as dynamic & social processes

Week 5: 26 Mar

Good Friday

Mid Semester Break: 02 Apr
Week 6: 09 Apr

Best practices in branding

Week 7: 16 Apr

Designing brand identity

Week 8: 23 Apr

Positioning brands

Week 9: 30 Apr

Leveraging existing brands

Week 10: 07 May

Building personal brand online

Week 11: 14 May

Measuring brand value

Week 12: 21 May

Managing brands in digital age

Week 13: 28 May

Review Lecture

8. Policies

Information about UNSW Business School protocols, University policies, student responsibilities and education quality and support.

Program Learning Goals and Outcomes

The Business School Program Learning Goals reflect what we want all students to BE or HAVE by the time they successfully complete their degree, regardless of their individual majors or specialisations. For example, we want all our graduates to HAVE a high level of business knowledge and a sound awareness of ethical, social, cultural and environmental implications of business. As well, we want all our graduates to BE effective problem-solvers, communicators and team participants.

You can demonstrate your achievement of these goals by the specific outcomes you achieve by the end of your degree (i.e. Program Learning Outcomes—henceforth PLOs). These PLOs articulate what you need to know and be able to do as a result of engaging in learning. They embody the knowledge, skills and capabilities that are identified, mapped, taught, practised and assessed within each Business School program.

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

Program Learning Outcomes

  • Undergraduate
  • Postgraduate Coursework
Knowledge You should be able to identify and apply disciplinary knowledge to business situations in a local and global environment.
Critical thinking and problem solving You should be able to identify and research issues in business situations, analyse the issues, and propose appropriate and well-justified solutions.
Written communication You should be able to prepare written documents that are clear, concise and coherent, using appropriate style and presentation for the intended audience, purpose and context.
Oral communication You should be able to prepare and deliver oral presentations that are clear, focussed, well-structured, and delivered in a professional manner.
Teamwork You should be able to participate collaboratively and responsibly in teams, and reflect on your own teamwork, and on the team’s processes and ability to achieve outcomes.
Ethical, social and environmental responsibility
  1. You should be able to identify and assess ethical, environmental and/or sustainability considerations in business decision-making and practice.
  2. You should be able to identify social and cultural implications of business.
Workplace skills (Co-op programs only) You should be able to conduct yourself in a professional manner in the work environment, communicate effectively in diverse workplace situations and be able to apply discipline knowledge and understanding to real business problems with initiative and self-direction.
Related PLO Documents View the Undergraduate Honours PLOs (pdf)
Knowledge You should be able to identify and apply current knowledge of disciplinary or interdisciplinary theory and professional practice to business in local and global environments.
Critical thinking and problem solving You should be able to identify, research and analyse complex issues and problems in business and/or management, and propose appropriate and well-justified solutions.
Written communication You should be able to produce written documents that communicate complex disciplinary ideas and information effectively for the intended audience and purpose.
Oral communication You should be able to produce oral presentations that communicate complex disciplinary ideas and information effectively for the intended audience and purpose.
Teamwork You should be able to participate collaboratively and responsibly in teams, and reflect on your own teamwork, and on the team’s processes and ability to achieve outcomes.
Ethical, social and environmental responsibility
  1. You should be able to identify and assess ethical, environmental and/or sustainability considerations in business decision-making and practice.
  2. You should be able to identify social and cultural implications of business.
Related PLO Documents View the Master of Philosophy PLOs (pdf)
View the Doctor of Philosophy PLOs (pdf)

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.
  • Critical thinking and problem solving
  • Knowledge
  • Oral communication
  • Research capability
  • Teamwork
  • Workplace skills
  • Written communication
Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change
  • Critical thinking and problem solving
  • Knowledge
  • Oral communication
  • Workplace skills
  • Written communication
Professionals capable of ethical, self- directed practice and independent lifelong learning
  • Ethical, social and environmental responsibility
  • Workplace skills
Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.
  • Ethical, social and environmental responsibility
  • Oral communication
  • Written communication

The Business School strongly advises you to choose a range of courses that assist your development against these PLOs and graduate capabilities, and to keep a record of your achievements as part of your portfolio. You could use these records for work or further study. For support with selecting your courses contact the UNSW Business School Student Centre.

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 nine to ten hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of eighteen to twenty 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


Your regular and punctual attendance at lectures and seminars or in online learning activities is expected in this course. The Business School reserves the right to 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.).

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.

Special Consideration

You must submit all assignments and attend all examinations scheduled for your course. You can apply for special consideration when illness or other circumstances beyond your control, interfere with your performance in a specific assessment task or tasks. Special Consideration is primarily intended to provide you with an extra opportunity to demonstrate the level of performance of which you are capable.

General information on special consideration for undergraduate and postgraduate courses can be found in the Assessment Implementation Procedure and the Current Students page.

Please note the following:

  1. Applications will not be accepted by teaching staff. The lecturer-in-charge will be automatically notified when you lodge an online application for special consideration
  2. Decisions and recommendations are only made by lecturers-in-charge (or by the Faculty Panel in the case of final exam special considerations), not by tutors
  3. Applying for special consideration does not automatically mean that you will be granted a supplementary exam or other concession
  4. Special consideration requests do not allow lecturers-in-charge to award students additional marks

Business School Protocol on requests for Special Consideration

The lecturer-in-charge will need to be satisfied on each of the following before supporting a request for special consideration:

  1. Does the medical certificate contain all relevant information? For a medical certificate to be accepted, the degree of illness and its impact on the student must be stated by the medical practitioner (severe, moderate, mild). A certificate without this will not be valid. Students should also note that only medical certificates issued after physically visiting a registered medical practitioner will be accepted. Medical certificates submitted for Special Consideration should always be requested from a registered medical practitioner that you have seen at a medical practice. Certificates obtained online or via social media may be fraudulent and if relied upon could result in a breach of the UNSW Student Code.
  2. Has the student performed satisfactorily in the other assessment items? To understand what Satisfactory Performance means in this course, please refer to the 'Formal Requirements' section in Part A of your Course Outline

Special Consideration and the Final Exam in undergraduate and postgraduate courses

Applications for special consideration in relation to the final exam are considered by a Business School Faculty panel to which lecturers-in-charge provide their recommendations for each request. If the Faculty panel grants a special consideration request, this will entitle the student to sit a supplementary examination. No other form of consideration will be granted. The following procedures will apply:

  1. Supplementary exams will be scheduled centrally and will be held approximately two weeks after the formal examination period.

    Supplementary exams for Semester 1, 2018 will be held during the period 14 - 21 July, 2018. Students wishing to sit a supplementary exam will need to be available during this period.

    The date for all Business School supplementary exams for Summer Term 2017/2018 is Wednesday, 21 February, 2018. If a student lodges a special consideration for the final exam, they are stating they will be available on this date. Supplementary exams will not be held at any other time.

  2. Where a student is granted a supplementary examination as a result of a request for special consideration, the student’s original exam (if completed) will be ignored and only the mark achieved in the supplementary examination will count towards the final grade. Absence from a supplementary exam without prior notification does not entitle the student to have the original exam paper marked, and may result in a zero mark for the final exam.

The Supplementary Exam Protocol for Business School students is available at:

For special consideration for assessments other than the final exam refer to the ‘Assessment Section’ in your course outline.

Protocol for Viewing Final Exam Scripts

The UNSW Business School has set a protocol under which students may view their final exam script. Please check the protocol here.

Given individual schools within the Faculty may set up a local process for viewing final exam scripts, it is important that you check with your School whether they have any additional information on this process. Please note that this information might also be included in your course outline.

Student Support and Resources

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

Business School EQS Consultation Program
The Consultation Program offers academic writing, literacy and numeracy consultations, study skills, exam preparation for Business students. Services include workshops, online resources, individual and group consultations.
Level 1, Room 1035, Quadrangle Building.
02 9385 4508

Business School Student Centre
The Business School Student Centre provides advice and direction on all aspects of admission, enrolment and graduation.
Level 1, Room 1028 in the Quadrangle Building
02 9385 3189

UNSW Learning Centre
The UNSW Learning Centre provides academic skills support services, including workshops and resources, for all UNSW students. See their website for details.
Lower Ground Floor, North Wing Chancellery Building.
02 9385 2060

Educational Support Service
Educational 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. Check their website to request an appointment or to register in the Academic Success Program.
John Goodsell Building, Ground Floor.
02 9385 4734

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 9385 2650

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

Disability Support Services
UNSW Disability Support Services provides assistance to students who are trying to manage the demands of university as well as a health condition, learning disability or who have personal circumstances that are having an impact on their studies. Disability Advisers can arrange to put in place services and educational adjustments to make things more manageable so that students are able to complete their course requirements. To receive educational adjustments for disability support, students must first register with Disability Services.
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