TMKT605 Reputation & Brand Management

Brands are strategic and valuable assets that can provide organizations with long-lasting competitive advantage and therefore creation of brand equity and corporate reputation are critical tasks for marketers. This unit provides insights to branding and reputational issues (e.g. organizational reputation, corporate branding and/or strategic branding). A strong brand can have significant impact on consumers’ selection, purchase and loyalty development. Effective reputation and brand management are critical for all profit-making, not-for-profit, and government organizations. Therefore, it is essential for marketing professionals to understand and interpret relevant theory and practice, and to learn how to administer and strategically manage reputational and branding issues. This unit introduces theory concerned with corporate reputation, brand equity, brand image, brand personality, brand recognition and brand performance. Through this approach, students are expected to critically examine their relationships within the broader context of reputation and strategic brand management and to draw upon this knowledge to develop arguments related to addressing challenges in professional practice.