This module examines the dynamic elements of branding to communicate the essence of the organisation and its offerings to the consumers. Using the strategic brand management process, students will learn the development and management of elements such as name, slogan and logo. This module enables students to position branding strategies to successfully shape consumer perceptions. It includes creative decisions in developing an advertising campaign, selecting the media and evaluating the effectiveness. It also covers a complete suite of sales promotion tools to equip students with the knowledge in planning, strategy formulation and management of an integrated marketing communications campaign.