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; and
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 (e.g., Kevin Keller's seminal work on Consumer-Based Brand Equity in Strategic Brand Management), 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

There are no additional class 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.

eBook: ISBN: 9781292314990

Publishers Link

Cost: approx. $60.00

 

Print Edition

ISBN: 9781292314969

Publisher’s Link

Cost: approx. $110

 

Library

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.

Pre-Used

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.

Recommended Resources

The following resources are available through the ANU's Library or are free to access.

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.

Other Information

Important: Updates and announcements for this course will be circulated via emails and/or Wattle site. Students should ensure that their official ANU email address is effective and that they have access to Wattle. Students should check their ANU email address daily during teaching periods.

Student consultation:

• Consultation requests to students will be circulated by Course Announcements or by email.

• Every effort will be made to respond to student queries as soon as possible, and within 2 business days unless there are special circumstances. The preferred initial method of contact is email, with other forms of communications (such as in-person consultation, online consultation, chat, or phone) used by agreement.

Course Guidance: Detailed guidance on assessment requirements, marking criteria, assessment submission standards, navigating the teaching facilities, and how to study as well as detailed course notes are all available on the Wattle page.

• Refer to the Study Guide near the top of the page for an overview of learning through this course,

• Then read, watch, or listen to the other resources it identifies for more details, including in the Getting Started block of the Wattle page.

Personal portfolio: You may benefit from a range of learning tools. Consider keeping a personal journal throughout the course to record the thoughts, issues and dilemmas that arise for you. Such a journal may be electronic or maintained in any other format that suits you. The journal is used to record insights gathered from course reading and other sources, as well as for noting personal reflections as the course proceeds. Students may reflect on their skills, resources, capabilities, thinking and learning styles as well as the course content and how it relates to their previous life experiences, and consider how they will prepare themselves for working in a management role deploying the skills and knowledge gained in this course.

Submission size: A maximum submission size is specified for assessment items. The specified sizes are adequate to cover the requirements to a high standard and they encourage focused and business-like writing and presentation. Note that words, slides, pages, or time in excess of the specified maximum submission size will not be marked.

Use of Artificial Intelligence (AI): Use of AI is rapidly growing in business, in particular the use of Large Language Models, of which there are many proprietary brands. In this course students may choose to use or to not use AI tools, but in any case where AI tools are used the student must accurately cite and reference the particular tools and must also advise in an appendix how they used the tool. Guidance on how to do this appropriately is provided in the Getting Started block on the Wattle page; the ANU provides further guidance at the following link: ANU Libguide https://libguides.anu.edu.au/generative-ai. Students are reminded that they may be requested to meet with the Convenor to discuss any assessment submission, including responding to questions on the content of submissions and on their understanding of the course concepts assessed by the submission. Assessment submission standards: Detailed advice on assessment submission standards, including detailed guidance on what is counted towards submission size, is provided on the Wattle page.

Procedure for extensions: The procedure for obtaining an extension of time for an assessment item is advised in the section on LATE SUBMISSION.

Scaling: Your final mark for the course will be based on the raw marks allocated for each of your assessment items. However, your final mark might not be the same number as produced by that formula, as marks may be scaled. Any scaling applied will preserve the rank order of raw marks (that is, if your raw mark exceeds that of another student, then your scaled mark will exceed the scaled mark of that student), and may be either up or down.

Applicable timezone: The Australian National University is situated in Canberra, Australian Capital Territory and all references to times and dates refer to time in the Australian Capital Territory. Be aware that the Australian Capital Territory observes Australian Eastern Daylight Saving Time in summer months; the effect of this is to shift the time by one hour from Australian Eastern Standard Time (AEST) to Australian Eastern Daylight-saving Time (AEDT). This shift is taken into account in setting times for submission of assessment items or other activities so the set time will be as specified, but AEST or AEDT will apply depending on the time of year.

Support: The University offers a number of support services for students. Information on these is available online from http://students.anu.edu.au/studentlife/.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Introduction to Brands and MKTG8027	No assessments
2	CBBE and Brand Resonance	No assessments
3	Brand Positioning	Brand Case Memo 1 due as closed book in class assessment at 4pm
4	Brand Elements and Identity	Brand Case Memo 2 due as closed book in class assessment at 4pm
5	Brand Communications	Brand Case Memo 3 due as closed book in class assessment at 4pmCBBE Model Report due March 19
6	Brand Engagement through Social and Digital	Brand Case Memo 4 due as closed book in class assessment at 4pm
7	Customer-Brand Relationships	Brand Case Memo 5 due as closed book in class assessment at 4pm
8	Managing Brands Over Time	Brand Case Memo 6 due as closed book in class assessment at 4pm
9	Managing Portfolios: Architecture and Extension Strategies	Presentations in class from 3pm
10	Measuring Brand Equity	Presentations in class from 3pm
11	Luxury Brands and Designing Marketing Programs	Presentations in class from 3pmBrand Imagery Video Due May 21
12	Brand Crisis Management	Presentations in class from 3pm
13	Exam week	Final Reflection Due June 5

Tutorial Registration

This course has a weekly 3-hour seminar. There is no requirement for tutorial registration.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
The CBBE Model (Individual - 30%)	30 %	30/03/2026	15/04/2026	1,2
Brand Imagery Video (Individual - 40%)	40 %	21/05/2026	20/06/2026	3,4,6
Brand Case Memos (15%) and Presentation (15%)	30 %	*	02/07/2026	1,2,3,4,5,6

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

Policies

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:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

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.

Participation

Seminars will be carried out face-to-face, and made available on Echo360 and Canvas. 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.

Further, Attendance at seminars, lectures, and tutorials, while not compulsory, is expected in line with "Code of Practice for Teaching and Learning," Clause 2 paragraph (b). Where students will not be able to attend a seminar, lecture and tutorial, they should advise the Convenor and discuss how to otherwise address the learning materials.

Examination(s)

This course does not have an examination.

Assessment Task 1

The CBBE Model (Individual - 30%)

Worth: 30%

Learning Objectives: 1, 2

Type: Individual

Format: 1000 words min, 1500 words maximum. Word count starts at the first word of the introduction and ends with the last word of the conclusion. Penalties apply for exceeding the word limit - see the detailed assignment guide on Canvas for further information.

Submission: via the course Canvas site

Due: March 30, 2026, at 11:59 pm

Return of Feedback: 10 working days after the due date.

Overview:

For this assessment, students must choose ONE of three prompts below, which requires them to critically analyse and discuss the Customer-Based Brand Equity (CBBE) model in a 2026 context. Based on your selected prompt, you will analyse the source of brand equity for two primary competitors in the industry in which your selected business operates based on your own consumer perspective. For example, if you choose Prompt 2 and focus on the National Gallery of Australia, two of your main competitors may be the National Portrait Gallery and the Museum of Australian Democracy. You must then discuss what the product/service offers, what specific market gap and consumer needs it addresses, and what value it provides consumers. 

• Prompt 1. Choose your favourite Canberra business with a retail presence. 
• Prompt 2. Choose one of Canberra’s museums 
• Prompt 3. Choose one of ANU’s on-campus businesses

Further information, including a detailed assignment guide, marking rubric and learning resources, will be posted on Canvas two weeks prior to Week 1 of the Semester.

Assessment Task 2

Brand Imagery Video (Individual - 40%)

Worth: 40% (35% for Brand Imagery Video and 5% for Final Reflection)

Learning Objectives: 3, 4, 6

Type: Individual

Submission: via Canvas.

Overview:

Brand Imagery Video (35%)

The Brand Imagery Video focuses on creating a marketing strategy for either a new business/start-up (Prompt 1) or an existing business (Prompt 2), applying insights from the course content and materials in a fun, creative, and innovative manner. This video report will encompass developing brand positioning, brand elements, and a brand communication strategy, with a focus on audio-visual storytelling.

Format: 5-9 minute video. Penalties apply for going under or exceeding the length - see the detailed assignment guide on Canvas for further information.

Due: May 21, 2026, at 11:59 pm

Return of Feedback: 10 working days after the due date.

Final Reflection (5%)

The final reflection will be a one-page reflection to be submitted via Canvas on June 5, 2026, on your Brand Imagery Video and how you would manage the new business / start-up or existing business over time, drawing on the course learnings from Week 12.

Due: June 5, 2026, at 11:59 pm

Return of Feedback: With the release of the final grade.

Further information, including a detailed assignment guide, marking rubric, brand registration and learning resources, will be posted on Canvas two weeks prior to Week 1 of the Semester.

Assessment Task 3

Brand Case Memos (15%) and Presentation (15%)

Worth: 30% (15% for the brand case memos, 15% for the presentations)

Learning Objectives: 1-6

Type: Individual

Format: 200 words minimum, 500 words maximum. Penalties apply for exceeding the word or time limit - see the detailed assignment guide on Canvas for further information.

Submission: via Canvas

Due: Weekly in seminars. See Canvas for details

Return of Assessment: After the release of the results

Please note: this item will have only summative feedback provided in class. Students may contact the Convenor for qualitative feedback after the release of marking. Marks will be released for two of the six brand case memos by March 31.

Overview:

Brand Case Memos (six submissions, equally weighted, worth a total of 15%)

The purpose of the Brand Case Memos is to help you reflect on your learnings from each weekly assigned case study or reading and see how you can apply your learning to making concrete recommendations for a/the relevant brand. This will help you simulate the role of a brand manager in the workplace. Depending on the case, this may involve critically analysing the customer-based brand equity or application of other course learnings as they relate to real-life brands provided on Canvas and discussed in class. Memos will be written individually by hand during the seminar session and handed in to the convenor at the end of class.

Presentation (15%)

The purpose of the oral presentation (7-10 minutes) is to help you reflect on and communicate your learnings from a selected case study or reading and see how you can apply your learnings orally to make concrete recommendations for a/the relevant brand. This will help you simulate the role of a brand manager while honing your oral communication skills in the process. Presentations will occur during the seminar timeslot in the final weeks of the course. Presentations will be video-recorded, in order to enable later validation and verification of the assessment if required, in accordance with point 7 of the ANU Student Assessment (Coursework) Policy. Penalties apply for going under or exceeding the allocated time.

Further information, including a detailed assignment guide, marking rubric and learning resources, will be posted on Canvas two weeks prior to Week 1 of the Semester.

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

Individual assessment tasks may or may not allow for late submission. Policy regarding late submission is detailed below:

• Late submission permitted. 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 Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ANUHub.

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).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students