This Brand Strategy course is divided into modules. The first module of this course will examine brand strategy from a customer based brand equity perspective. Students should be able to define and analyse the key elements that goes into creating a brand. They will also be able to critique the use of different elements of marketing in creating, maintaining and developing brand resonance with consumers. 

The second module of the course will discuss the role of brand narratives and brand imagery as a key tool of brand strategy. Students will consider the role of place and space in branding, and describe how experiential marketing can be used as part of a brand strategy. Finally students will design and create their own brand narrative through a film or video. 

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify the elements of the CBBE model;
2. Describe how a brand can be positioned;
3. Critically appraise the relationship of brand narratives and imagery with brand resonance;
4. Analyse the effectiveness of brand experiences;
5. Produce a CBBE brand audit taking into account theoretical advances, managerial practices and ethical considerations; and
6. Design a film or video that could be used as a brand narrative or imagery.

Research-Led Teaching

This course draws insights from scholarly research, industry publications, case studies, and market analyses. Students are able to develop and apply their understanding of the content through assessments that link research and practice. 

Field Trips

This class does not have field trips.

Additional Course Costs

This class does not have additional costs.

Examination Material or equipment

This class does not include an examination.  

Required Resources

Keller, K.L. & Swaminathan, V. (2019). Strategic Brand Management, Global Edition (5e), Pearson Australia.

eBook

ISBN: 9781292314990

Publisher’s link: https://pearson.com.au/9781292314990

Cost: approx. $60.00

 

Print Edition

ISBN: 9781292314969

Publisher’s Link: https://pearson.com.au/9781292314969

Cost: approx. $120

 

Library

A copy of the new 2019 edition ebook will be available from the Library for short loan. Copies of the previous 2013 edition are also available.

Pre-Used

The previous edition (i.e., Keller, 2013) is reasonably similar and second-hand copies are likely to be available online or from used book sites.

Recommended Resources

The lectures include insights from various marketing journals, trade magazines, and business media – the references for which will be on the lecture slides.

 

For contemporary issues and examples in marketing practice, the following sources are recommended;

Harvard Business Review https://hbr.org/

Marketing Week https://www.marketingweek.com/

Marketing Mag https://www.marketingmag.com.au/news-c/

The Conversation https://theconversation.com/au/business

Staff Feedback

Students will receive written and verbal feedback in the following forms:

·       Feedback to the whole class, groups, and individuals during class activities and discussions

·       Feedback via marked assessments, including marking rubrics, quickmarks and written comments

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Introduction to Brands and MKTG8027
2	CBBE and Brand Resonance
3	Brand Positioning
4	Brand Elements and Identity
5	Brand Communications
6	Brand Engagement through Social and Digital
7	Customer-Brand Relationships
8	Luxury Brands and Designing Marketing Programs
9	Managing Portfolios: Architecture and Extension Strategies
10	Measuring Brand Equity
11	Managing Brands Over Time	Presentations
12	Brand Crisis Management	Presentations

Tutorial Registration

This course has a weekly 3-hour seminar.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
The CBBE Model	25 %	19/03/2025	28/03/2025	1,2
Brand Imagery Video	35 %	07/05/2025	21/05/2025	3,4,6
Brand Case Memos and Presentation	40 %	*	26/06/2025	1,2,3,4,5,6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Seminars will be carried out face-to-face, and made available on Echo360 and Wattle. This course is designed for in-person delivery, with active learning techniques with in-class formative feedback. Attendance is expected in all classes and assessment. Preparing for and participating in weekly classes is highly encouraged to co-create the intended learning experience and outcomes.

Further, Attendance at seminars, lectures, and tutorials, while not compulsory, is expected in line with "Code of Practice for Teaching and Learning," Clause 2 paragraph (b). Where students will not be able to attend a seminar, lecture and tutorial, they should advise the Convenor and discuss how to otherwise address the learning materials.

Examination(s)

This course does not have an examination.

Assessment Task 1

The CBBE Model

Worth: 25%

Learning Objectives: 1, 2

Type: Individual

Format: 1000 words min, 1500 words maximum. Word count starts at the first word of the introduction, and ends with the last word of the conclusion.

Submission: via Turnitin on the course Wattle site

Due: March 19 2025.

Return (with feedback): by 28 March.

Overview:

Students will answer one question from a list provided which will require them to critically analyse and discuss the Customer Based Brand Equity model in a 2025 context.

These will be around how effective are CBBE models in a 2025 context, and can it still be used to help create an effective positioning strategy by brands?

Students may also be asked to consider how brand imagery reflects any broader impact of cultural, societal and other issues on how CBBE models are applied by brands, especially in a Canberra or Australian context.

More information about this task, including marking criteria, will be made available on Wattle/in Class no later than the end of Week 1.

Assessment Task 2

Brand Imagery Video

Worth: 35%

Learning Objectives: 3, 4, 6

Type: Individual

Format: 5-9 minute video

Submission: via Wattle.

Due: May 07 2025.

Return: 10 working days from submission.

 

Overview:

The Brand Imagery Video assignment involves making a video on a list of topics to be provided on Wattle. This may include critically analysing the current imagery of a real-life brand, then creating and justifying revised imagery to support a given challenge or opportunity (e.g., reposition, expand segments, modernise).

 

Further information, including a detailed assignment guide, marking rubric, brand registration and learning resources, will be posted on Wattle no later than Week 3.

Assessment Task 3

Brand Case Memos and Presentation

Worth: 40% (30% for the brand case memos, 10% for the presentations)

Learning Objectives: 1-6

Type: Group (2 students max)

Format: 200 words minimum, 500 words maximum.

Submission: Wattle

Due: Weekly in seminars. See Wattle for details

Return: After the release of the results

Please note: this item will have only summative feedback provided.

Overview:

The purpose of the Brand Case Memos is to help you reflect on your learnings from each weekly assigned case study or reading and see how you can apply your learning to making concrete recommendations for a/the relevant brand. This will help you simulate the role of a brand manager in the workplace. Depending on the case, this may involve critically analysing the customer-based brand equity or application of other course learnings as they relate to real-life brands provided on Wattle and discussed in class. Memo’s will be written during the seminar session in groups of 2 (maybe different groups each week) and assessed and responded to by another group.

Further information, including a detailed assignment guide, marking rubric and learning resources, will be posted on Wattle.

Presentation (10%)

The purpose of the oral presentation (7-10 minutes) is to help you reflect on and communicate your learnings from a selected case study or reading and see how you can apply your learnings orally to making concrete recommendations for a/the relevant brand. This will help you simulate the role of a brand manager while honing in on your oral communication skills in the process. Presentations will occur during the seminar timeslot in the final weeks of the course. More details will be provided at the beginning of the semester. Presentations will be recorded for quality assurance purposes.

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

 Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations.

All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ISIS.

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students