BUSN2101 Developing an International Wine Brand

Successfully creating and managing brands is a subject of high relevance to companies ranging from small to medium to multinational. As a function of marketing, brand management involves the planning and analysis of how a brand is perceived in the market. All activities centre on attracting and then building a close relationship with targeted consumers. The course is structured in such a way that students will be introduced to brand benefits, narratives, names, logos, brand personality, consumer-brand relationships, brand communications, brand-scapes, and pricing. The course will also introduce students to the challenges of international brands, specifically with respect to addressing the challenges of cultural variables in a selling context.

This topic aims to provide students with key insight into the:

• Nature and concept of brands as symbolic and experiential values added to products and services
• Capacity to create and communicate brands to targeted customers in both domestic and international markets
• Fundamentals and principles of tailoring brands while establishing and managing consumer-brand relationships

1. Explain the key principles of creating and managing brands (wine/craft spirits)
2. Critically analyse examined brand concepts
3. Conduct research to assess the potential of new and existing brands in domestic and international markets
4. Develop a brand concept (e.g., for wine, spirits or craft beer)