MKTG09030 2023 Digital Brand Management

General Details

Full Title
Digital Brand Management
Transcript Title
Digital Brand Management
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
09 - NFQ Level 9
05 - 05 Credits
Start Term
2023 - Full Academic Year 2023-24
End Term
9999 - The End of Time
Catherine McGuinn, Suzanne Ryan
Programme Membership
SG_SDIGI_S09 202300 Postgraduate Certificate in Digital Marketing SG_SMARK_O09 202300 Postgraduate Diploma in Science in Marketing SG_SMARK_M09 202300 Master of Science in Marketing SG_SMARL_M09 202300 Master of Science in Marketing SG_SMARM_M09 202300 Master of Science in Marketing

Brand Management provides strategic insights into the role and relevance of digital branding. A holistic and integrative approach covers the fundamentals of successful digital brand management. There is a focus on analysis, debate and seminal contributions.

Learning Outcomes

On completion of this module the learner will/should be able to;


Appraise the foundations and fundamentals of brand management in a digital landscape.


Interpret the appropriateness and usefulness of brand models in a digital era.


Show insight and critical knowledge into process aspects of digital branding.


Synthesise the transferability of brand theory into various contexts in a digital age.


Conduct analyses to formulate and implement a strategic approach to digital branding and digital branding effectiveness.

Teaching and Learning Strategies

The teaching and learning for this module comprises of lectures and tutorials. Workshops, readings, case studies and guest lecturers will also faciliate the teaching and learning of the module.

Module Assessment Strategies

Learners will complete one project with a presentation  for continuous assessment which are designed to ensure they meet the module learning outcomes and gain practical experience of applying brand management in a digital context.  Their assessment will allow the student an opportunity to demonstrate  their understanding and ability to complete a brand audit that allows for the formation of a digital brand strategy for an organisation of their choice. A presentation of the assignment is also required.

The module is also assessed by a final exam of 2hours  which is designed to ensure that they meet the module learning outcomes of the digital  brand management module.

Repeat Assessments

The repeat assessments are the same as outlined above but defined for the particular learner.

Depending on the failed elements of the module it may repeat the continuous assessment and/or repeat the exam.


Indicative Syllabus

1. Theoretical foundations of digital branding   (Lo1,2&4)                                  

  • The history and development of branding to present day.
  • Brand definition in a digital era.
  • The effectiveness of brand modelling in a digital age
  • Brand identity and perception in a digital landscape. 

2. The process of digital branding        (Lo1,2,3,4,&5)                                         

  • The branding process from conception to reality in a digital era.
  • The digital tools and channels for digital branding.
  • The use of Neuro marketing and Artificial Intelligence in branding.
  • The role of digital brand planning.
  • Digital brand portfolio and digital brand extensions decisions.
  • Interpret the digital brand evaluation in various sectors.

3.  Strategic Issues of Digital Brand Management  (Lo 1, 2,3,4,&5)                   

  • The impact of organisational wide brand insight.
  • Brand equity in digital era.
  • Brand value from a financial perspective.
  • The role of innovation in digital branding.
  • Brand management to achieve sustainable competitive advantage.
  • Global challenges that effect digital branding.
  • The current trajectory of digital branding.

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Project Coursework Assessment Assignment 40 % Week 12 1,2,3,4,5
2 Presentation Coursework Assessment Oral Exam/Presentation 10 % Week 12 1,2,3,4,5

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 2 hour exam Final Exam Closed Book Exam 50 % End of Semester 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Lecture 2 Weekly 2.00
Independent Learning Not Specified Independent Learning 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 2.00 Hours

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Online Online Lecture 2 Weekly 2.00
Independent Learning Online Independent Learning 4 Weekly 4.00
Total Online Learning Average Weekly Learner Contact Time 2.00 Hours

Required & Recommended Book List

Required Reading
1994 Aston University 'Branding' Bundle: Creating Powerful Brands 4th (fourth) Edition by de Chernatony, Leslie, McDonald, Malcolm, Wallace, Elaine [2010] taylor & francis

Required Reading
2010-04-24 Aston University 'Branding' Bundle: From Brand Vision to Brand Evaluation taylor & francis
ISBN 1856177734 ISBN-13 9781856177733

Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works.

This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.

Recommended Reading
2023-07-25 Brand Love Kogan Page
ISBN 1398611271 ISBN-13 9781398611276

Discover what marketers need to do to evoke the emotions of their customers and create long-lasting consumer-brand relationships.

Recommended Reading
2023-05-30 Brand Strategy in Three Steps Kogan Page
ISBN 139860979X ISBN-13 9781398609792

Cultivate a meaningful brand strategy using a three-step, values-driven branding framework focused on connecting with customers by clarifying, integrating and communicating the values of the company.

Required Reading
2010 Building Strong Brands
ISBN 1849830401 ISBN-13 9781849830409

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

Required Reading
2022-01-25 Digital Branding
ISBN 139860318X ISBN-13 9781398603189

Take control of your brand's online presence with this bestselling guide that shows you how to plan, analyze, optimize and measure the tangible results of your digital campaigns.

Required Reading
2010 From Brand Vision to Brand Evaluation Routledge
ISBN 9781856177733 ISBN-13 1856177734

Presenting the reader with practical applications for brand enhancement, this work offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.

Required Reading
2004-11-01 How Brands Become Icons: The Principles of Cultural Branding Harvard Business Review Press
ISBN 1578517745 ISBN-13 9781578517749

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

Required Reading
2010-03-11 How Brands Grow OUP Australia & New Zealand
ISBN 0195573560 ISBN-13 9780195573565

This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.

Required Reading
2021-09-20 How Brands Grow 2 Revised Edition
ISBN 0190330023 ISBN-13 9780190330026

How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.

Recommended Reading
2005-09-29 Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management Wiley
ISBN 0471690163 ISBN-13 9780471690160

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes:

  • The latest thinking on key branding concepts, including brand positioning and design
  • Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio
  • Techniques for building a brand-centered organization
  • Insights from senior managers who have fought branding battles and won

This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

Recommended Reading
2019-08-07 Strategic Brand Management
ISBN 1292314966 ISBN-13 9781292314969

For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.

Required Reading
2020-05-22 The Definitive Guide to B2B Digital Transformation
ISBN 1734296917 ISBN-13 9781734296914
Required Reading
2022-10-04 The Future of Purpose-Driven Branding
ISBN 1631959883 ISBN-13 9781631959882

The Future of Purpose-Driven Branding is an essential resources for businesses seeking to create signature social programs that truly impact, communicate a firm's social effort, and advance their business.

Recommended Reading
2012-10-15 The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Kogan Page
ISBN 0749464917 ISBN-13 9780749464912

Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. 

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods often very far from the usual marketing strategies used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes. 

The Luxury Strategy rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services.

Required Reading
2012-01 The New Strategic Brand Management Kogan Page Limited
ISBN 0749465158 ISBN-13 9780749465155

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but has also become synonymous with the topic itself. Jean-Nol Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, it reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands.This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation by including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka, plus, among other things, models and frameworks such as the Brand Identity Prism, it remains at the forefront of strategic brand thinking.

Recommended Reading
2012-11-06 The Philosophy of Branding Kogan Page
ISBN 0749443235 ISBN-13 9780749443238

In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the world s greatest Western thinkers. Filled with contemporary examples, pragmatic insights and summaries of each philosopher s "top tips", this elegant and witty book will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking.

Recommended Reading
1600 What Makes Winning Brands Different: The Hidden Method Behind the World's Most Successful Brands by Buchholz, Andreas, Wrdemann, Wolfram (January 15, 2000) Hardcover

Module Resources

Non ISBN Literary Resources



Updated Literary Resources
Journal Resources

Recommended Journal Reading 

European Journal of Marketing

International Journal of Market Research

Journal of Academy of Marketing Science

Journal of Marketing

Journal of Marketing Research

Journal of Brand Management

Journal of Product and Brand Management

Harvard Business Review

Irish Marketing Review

Mc Kinsey Quarterly

URL Resources

Other Resources


Additional Information