Brand Management

Subject Description

Today, we are surrounded by successful brands. From the computers and mobile phones that we use to communicate to the food we eat and which shop we buy our clothes at, brands and successful corporate identities are everywhere.

Before the Industrial Revolution people tended to buy the raw materials and make whatever they needed from scratch, whether that be food, clothes or tools. However, once the Industrial Revolution was in full swing, products become more 'ready-made' and consequently more widely available and people then had choices to make. Without the advent of the comparison websites and magazines giving advice on the best product for the best price, presentation was the only thing to go on without trying the product out. This is where brands began to be formed. Word of mouth would create a reputation for a certain product which was presented in a certain way, and a brand would be created.

Brands are essentially a collection of images, logos and slogans which have become recognisable and synonymous with a certain product. Today the top ten brands include Google, Microsoft, Coca-Cola, Mercedes and McDonalds, covering all areas of our lives: technology, transportation, food and drink.  Brands can also be given to businesses, big and small, to give a unique and distinguishing identity that is recognisable to existing and potential customers alike. However, people are also branded. The latest chart-topper is often a brand that is marketed in the same way as McDonalds may be: exposure through advertising and word of mouth.

Example areas of study

There are a few courses that focus on branding and brand management, most of which you can study in conjunction with other related subjects such as marketing and advertising. As with all courses you should check the course content with the institutions that you wish to apply to before you submit your application, and in this case you should also check that the focus of the course is the same as the areas you are interested in. The list below will give you an indication of the topics that you may be able to study:

• Campaign planning
• Advertising
• Brand communication
• Brand positioning
• Strategic thinking
• Brand management
• Design management
• Marketing
• Events management
• Fashion branding
• Trend prediction
• Industry technology
• Entrepreneurship
• Creative brand strategy
• Brand intelligence
• Product expansion
• Market research
• Visual merchandising
• Retail branding
• Brand promotion
• Information technology
• Consumer behaviour
• Media communications
• Brand strategy
• Media planning
• Experiential branding
• Visual thinking
• Creative practice
• Reputation management
• Business studies
• Brand intelligence
• Brand values
• Range and product development

Some career possibilities

As a graduate from a course in this area opportunities may be available for you to purse a career in media or retail buying, brand planning, advertising, public relations, art direction, business analysis, strategic planning or within the creative services. As the courses are quite diverse and in some cases include significant study in marketing or fashion, you may be able to pursue careers in these areas too.

What do I need to get on a course?

The entry requirements for these courses vary a little so you will need to check with the institution before submitting your application, but the list below will give you an idea of the qualifications and grades that you may need:

• UCAS Tariff: 160-300 points often including an art-related subject
• A-levels: CC-BBB often including an art-related subject
• SQA Highers: CCC-CCCC, three or more subjects
• Irish Learning Certificates: CCCCC
• International Baccalaureate: 24-27 points
• BTEC National Diploma: MMM in a relevant subject
• Art Foundation Diploma
• Portfolio: in some cases

For your application or interview, the following may be useful:

• A good portfolio may be required. This should include designs and photographs of finished pieces that you have produced as part of previous study and in your own time. You should be able to discuss each piece with confidence at your interview.
• The following websites are useful if you are interested in brands and corporate identity: Brand Republic or Explaining Corporate Identity

To find out more about the typical subjects you will study, potential career paths and further information useful for your application log-on to Course Discover at www.coursediscoveronline.co.uk*

*NB: Your school or college will need a subscription to Course Discover in order for you to gain access, for further information go to:www.coursediscover.co.uk