Week 2 Topic 2: Brand Management

Aims and 1. How does a brand’s image affect consumers, other businesses, and the
learning company itself?
outcomes 2. What are the different types of brand names?
3. What are the characteristics of effective logos?
4. What elements are involved in identifying, creating, rejuvenating, or changing
a brand’s image?
5. How are brands developed, built, and sustained to build brand equity?
6. How can packages and labels support an IMC programme?

Prepare
Let's get
started Watch the following lecture videos for topic 2 on Moodle:
Introduction to topic 2 Brand Management is 3 minutes.
2.1 Impact of Brand Image part 1 of 2 is 15 minutes.
Impact of Brand image part 2 of 2 is 13 minutes.
2.2-2.3 Brand names and logos is 22 minutes.
2.4 Identifying, creating, rejuvenating, or changing a brand’s image is 15 minutes.
2.5 Developing, building, and sustaining brands is 14 minutes.
2.6 How packages and labels support IMC is 14 minutes.

Theory Chapter 2, Integrated Advertising, Promotion, and Marketing Communications 8th

Resources Global Edition, Clow, K, and Baack D., pages 42 - 68.
PowerPoint Slides 1 – 36. PDF file on Moodle.

Brand Domino’s turnaround is 4 minutes. Ikea’s new logo is 1 minute.

Videos on Uncle Ben’s Rice rebrand is 1½ minutes.
Moodle Lego Kronkowongi project is 4 minutes.

Readings Domino’s pizza turnaround - word file on Moodle.

IKEA positioning – word file on Moodle.
Re-branding IKEA for the digital age – word file on Moodle.
Lego engaging brand tribes – pdf file on Moodle.

Web Links www.ikea.com https://corporate.dominos.ie/ https://www.lego.com/en-ie

Graded Task Practical eDoing (Required Graded Task – same as last week)

Ask It, Do It, Discuss It Task (see help video on Moodle on how to get started. It’s
under the resources section).
Practical
Task
eTivity
Find examples of two recent marketing campaigns that have used unique ways to
engage with audiences. Discuss how the strategy encouraged engagement.

Post your comments to the discussion channel on teams and comment on another
post (e.g. what did you learn about marketing campaigns that engage?).

This e-tivity closes on Friday 28th January 2022 at 11pm.

Other tasks Meet with your project group on teams and look at the brief for the IMC project. Pick
to be a concept and brainstorm for the first part of the plan (Proposed strategy for your
completed communications campaign). Remember to keep minutes of your meetings.
this week
Material for each week will be released every Monday 9am.