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Brand Management And Product Innovation

This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.

Subject Code:


Subject Rationale:

In an increasingly global business environment, many successful companies recognise that their brand is one of the most valuable and crucial assets for their future progression.

However, the considerable costs and multifaceted skillsets required to adeptly create, build and nurture a brand can pose considerable challenges for the business executive.

The aim of this subject is to introduce key concepts, strategies and actions needed to build and sustain a brand within the complex structure of the fashion industry.  In particular, students will learn about:

  • Brand management concepts as they apply to the fashion industry and its specific markets ranging from mass market to haute couture.
  • The value of effective marketing programs that support the creation, building and sustaining of fashion brands
  • Strategies of product and brand innovation

The subject will combine theoretical foundations with practical real-world applications through case studies, simulation work and an excursion.

Learning Outcomes:

a)Appraise key brand management concepts and their role in the fashion industry.
b)Analyse brand management strategies and their application by fashion brands.
c)Examine brand building marketing programs and their relation to successful fashion brands.
d)Outline the process of product innovation currently used by the fashion industry.

Student Assessment: