This unit aims to introduce the application of marketing to the innovative management of brands. Combining research on innovative brand design and management, consumer behaviour and marketing communications, students will develop skills to understand how brands are created for carefully targeted markets and audiences. Students will also learn about and apply the latest ideas and practices in innovation to branding. The unit will also introduce key factors such as culture and ethics that impact brand management. Students will apply this knowledge in practical, realistic contexts and develop creative solutions to business problems.