Singapore University of Social Sciences

Brand Management

Brand Management (MKT354)


Brands are important assets because they can possess enormous financial value apart from many other intangible values. The brand equity is instrumental in driving the asset values of brands when managed strategically. As such, it is imperative for organisations to possess the skills and knowledge to manage the equity of their brands. In this course MKT354 Brand Management, students will learn about various frameworks and techniques that will equip them to build and manage brands in an environment that is influenced by rapid technology revolution and concerns for sustainability. Students will possess the relevant tools to be ready to take on any brand management or consulting roles in the business world effectively.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JAN


  • Introduction to Brand Management
  • Defining Brand Equity and Customer Based-Brand Equity Model
  • Brand Audit – Measuring Sources of brand equity
  • Developing Brand Strategy – Brand Essence, Brand Positioning and Brand Personality
  • Choosing Brand Elements to Build Brand Equity
  • Designing Marketing Programmes to build Brand Equity
  • Using IMC to Build Brand Equity
  • Leveraging Secondary Brand Associations
  • Measuring Brand Health – the Performance of a brand
  • Brand Architecture Strategies
  • Branding New Products and Brand Extensions
  • Managing Brands Over Time
  • Managing Brands Across Global Markets

Learning Outcome

  • Apply the important factors that are critical for building brand equity that is supported with key principles of marketing concepts and communications.
  • Examine the impact and usage of brand elements, and secondary brand association in reinforcing brand equity and redefining the perceptions of the brand.
  • Appraise the application of brand architecture and brand portfolio towards effective brand management.
  • Recommend the different approaches and considerations for managing brands overtime by using relevant techniques and models.
  • Practise brand audit to conduct a reality check on a brand.
  • Develop a brand strategy using relevant strategy framework.
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