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MODULE DESCRIPTOR
Module Title
Fashion Branding
Reference CB3192 Version 2
Created March 2024 SCQF Level SCQF 9
Approved June 2018 SCQF Points 15
Amended April 2024 ECTS Points 7.5

Aims of Module
The aim of this module is to provide an advanced appraisal of the key issues associated with strategic brand management within the fashion sector.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Critically examine and apply the theories and concepts that explain the form and function of brands within the contemporary fashion industry.
2 Examine the nature of the brand-consumer relationship.
3 Critically review the role of the brand in achieving competitive advantage in the fashion sector.
4 Evaluate the dimensions and activities associated with effective brand management.

Indicative Module Content
Defining the brand, its forms, functions and dimensions. Brand positioning and communication. Components of fashion brand identity. Brand-consumer relationship. Brand extensions and strategic brand alliances in fashion. Fashion brand equity - measurement and control. Brand protection - counterfeiting threats. Brand portfolio planning. Luxury brands. The module content engages students with UNESCO's Education for Sustainable Development Systems Thinking competency in terms of recognising and understanding relationships and analysis of complex systems. Elements of the United Nations Sustainable Development Goal 12, Responsible Consumption and Production are relevant in terms of the brand-consumer relationship and how brands encourage consumption of their products and services.

Module Delivery
This module will be delivered by a combination of lectures and tutorials. Guest speakers may be involved. Tutorial sessions will involve discussion of case studies and application of key theories. Students will be expected to carry out directed reading and independent research activities.

Indicative Student Workload Full Time Part Time
Contact Hours 33 N/A
Non-Contact Hours 117 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 N/A
Actual Placement hours for professional, statutory or regulatory body    

ASSESSMENT PLAN
If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3, 4
Description: Individual Written Assessment

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module.
Module Grade Minimum Requirements to achieve Module Grade:
A The student needs to achieve an A in C1.
B The student needs to achieve a B in C1.
C The student needs to achieve a C in C1.
D The student needs to achieve a D in C1.
E The student needs to achieve an E in C1.
F The student needs to achieve an F in C1.
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

INDICATIVE BIBLIOGRAPHY
1 DE CHERNATONY, L. and MCDONALD, M.H.B., 2011. Creating powerful brands. 4th ed. Oxford: Butterworth Heinemann. ebook
2 DE CHERNATONY, L., 2015. From brand vision to brand evaluation: strategically building and sustaining brands. 3rd ed. Oxford: Elsevier.
3 KELLER, K.L., APERIA, T. and GEORGSON, M., 2012. Strategic brand management: a European perspective. 2nd ed. Harlow Essex: Pearson Education Ltd.
4 OKONKWO, U., 2007. Luxury fashion branding: trends, tactics and techniques. Basingstoke: Palgrave MacMillan. ebook
5 TUNGATE, M., 2012. Fashion brands: branding style from Armani to Zara. 3rd ed. London: Kogan Page. ebook
6 Journal of Fashion Marketing Management
7 Journal of Product and Brand Management

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