• Class Number 4031
  • Term Code 3330
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Dr Andrew Hughes
    • Dr Andrew Hughes
  • Class Dates
  • Class Start Date 20/02/2023
  • Class End Date 26/05/2023
  • Census Date 31/03/2023
  • Last Date to Enrol 27/02/2023
SELT Survey Results

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
  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.


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



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.


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.

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 Part 1: Introduction Introduction to Brands and MKTG7027 (Ch. 1 & 12)
2 Part 2: Brand Strategy and Frameworks CBBE and Brand Resonance (Ch. 2 & 3)
3 Brand Imagery and Experiences (Ch. 3) Workshop: Brand Imagery Video assignment The CBBE Model - due 9:00am Monday
4 Brand Positioning (Ch. 2)
5 Part 3: Measuring Performance Measuring and Managing Brand Equity (Ch. 9) Workshop: Brand Audit assignment
6 Capturing the Customer’s Mind-set (Ch. 10) Workshop: Finalising your video
7 Part 4: Brand Marketing Tactics Brand Elements (Ch. 4) Brand Imagery Video due 10.00am Tuesday
8 Designing Marketing Programs (Ch. 5)
9 Integrated Marketing Communication (Ch.6)
10 Digital and Secondary Brand Associations (Ch. 7 & 8)
11 Brand Audit Presentations and Peer Feedback Activity Brand Audit Presentations due in class; presentation handout due before class
12 Part 5: Growing and Sustaining Brands Managing and Extending Brands (Ch. 13 & 14) Brand Audit Report due 9.00am Monday 5th June

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 % 06/03/2023 31/03/2023 1,2,3
Brand Imagery Video 30 % 18/04/2023 02/05/2023 3,4,6
Brand Strategy 45 % 05/06/2023 29/06/2023 1,2,4,5

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


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:

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.


Seminars will be carried out face-to-face, streamed live through ZOOM 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.


This course does not have an examination.

Assessment Task 1

Value: 25 %
Due Date: 06/03/2023
Return of Assessment: 31/03/2023
Learning Outcomes: 1,2,3

The CBBE Model

Worth: 30%

Learning Objectives: 1, 2, 3

Type: Individual

Format: 1000 words min. There is no word count penalty on this item.

Submission: via Turnitin on the course Wattle site

Due: 10.00am Tuesday March 6 2023.

Return (with feedback): Friday March 31, 2023


Students will answer a question which will require them to critically analyse and discuss the Customer Based Brand Equity model in a 2023 context, such as what has been the impact of COVID on brand equity, and how has this effected positioning by brands? Students will therefore be expected to use and reference practical examples since COVID has occurred. Students may also be asked to consider how brand imagery reflects any broader impact of cultural, societal and other issues on them since the beginning of COVID. Students will be required to provide a short video summary of their work.

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

Value: 30 %
Due Date: 18/04/2023
Return of Assessment: 02/05/2023
Learning Outcomes: 3,4,6

Brand Imagery Video

Worth: 30%

Learning Objectives: 3, 4, 6

Type: Individual

Format: 5-9 minute video

Submission: via Wattle.

Due: 10.00am, Tuesday of Week 7

Return: Within two weeks of submission, Tuesday, 2 May, 2023



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). Or telling a story about a brand experience a student has undertaken, with a particular emphasis on experiences in Canberra such as Enlighten, which occurs early in the semester.

Students should submit their work via YouTube or Vimeo as in the past Wattle has not been able to handle some file sizes of some work and this has created issues on submission of work. The onus is on students though to ensure that they meet the submission time for this item, regardless of issues such as these.


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

Value: 45 %
Due Date: 05/06/2023
Return of Assessment: 29/06/2023
Learning Outcomes: 1,2,4,5

Brand Strategy

Worth: 40%

Learning Objectives: 1,2,4,5

Type: Group optional (Groups can comprise 1,2,3 or 4 students, you decide on group numbers and membership)

Format: 3000 words minimum. There is no penalty for exceeding the word count.

Submission: Wattle

Due: 9:00am June 5, 2023

Return: After the release of results on 29 June 2023


This assignment involves assessing the customer based brand equity of a real-life brand from a list provided on Wattle, and then suggesting creative ways, such as designing new brand imagery, to leverage that equity. Students can use the brand they did for the video item for this item as well, and as such can use that content as a reference for this item.

It will be a requirement that students consider the ethical, social, cultural and other impacts on brands since the start of COVID. Students will also be required to upload a video summary of their work.

Further information, including a detailed assignment guide, marking rubric and learning resources, will be posted on Wattle no later than Week 4.

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 extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://rsm.anu.edu.au/study/students/extension-application-procedure

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).
Dr Andrew Hughes
+61 2 612 54872

Research Interests

Sustainable and socially responsible consumer behaviour

Anti-consumption and consumer resistance

Volunteering and non-profit marketing

Dr Andrew Hughes

Thursday 13:00 15:00
By Appointment
Dr Andrew Hughes
+61 2 612 54872

Research Interests

Dr Andrew Hughes

Thursday 13:00 15:00
By Appointment

Responsible Officer: Registrar, Student Administration / Page Contact: Website Administrator / Frequently Asked Questions