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Module Title
Fashion Branding and the Consumer Exchange

Brand image; brand identity; consumer behaviour; fashion identity

SCQF Points15
ECTS Points7.5
CreatedFebruary 2014
ApprovedApril 2014
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None, in addition to course entry requirements.

Corequisite Modules


Precluded Modules


Aims of Module

To examine fashion identity from consumer, media and producer perspectives.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Examine different perceptions of the brand and the contribution of the brand in achieving competitive advantage within fashion businesses.
2. Evaluate the nature of the brand-consumer exchange.
3. Critically evaluate theoretical consumer behaviour concepts in relation to promotional message development within the fashion sector.
4. Develop practical abilities through the development of effective promotional messages.

Indicative Module Content

Internal factors influencing consumer behaviour such as perception, learning processes, motivation, personality and attitudes.External factors influencing behaviour such as reference group appeals, family, social class and structure.
Key terms, concepts and definitions in brand management.
Different tools and techniques for strategic brand management and for achieving positive brand equity. Luxury fashion branding, trends and management strategies.

Indicative Student Workload

Contact Hours

Full Time

Directed Study

Assessment preparation
Directed reading, tutorial preparation

Private Study

Private study

Mode of Delivery

Theoretical underpinning is delivered in lectures, supplemented by directed reading from key texts and academic journal papers.
Knowledge is applied in interactive tutorials/workshops.

Assessment Plan

Learning Outcomes Assessed
Component 1 3,4
Component 2 1,2

Component 2 - Analyse the role and value of key concepts in brand management

Component 1 - Design and evaluate a fashion advertising message

Indicative Bibliography

1.ELLIOTT, R.H., PERCY, L. and PERVAN, S., 2011. Strategic brand management. 2nd ed. Oxford: Oxford University Press.
2.HAMEIDE, K.K., 2011. Fashion branding: unraveled. New York: Fairchild Books.
3.KAPFERER, J-N. and BASTIEN, V., 2012. The luxury strategy: break the rules of marketing to build luxury brands. 2nd ed. London: Kogan Page. ebook
4.SOLOMON, M.R. and RABOLT, N.J., 2009. Consumer behavior in fashion. 2nd ed. Upper Saddle River: Pearson Prentice Hall.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781