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ATHE Level 6 Extended Diploma in Management
Branding
Unit aims
To enable learners to develop knowledge and understanding of branding and its impact on the success of organisations.
Learning Outcomes
1. Understand the importance of branding and brand awareness for organisations
1.1 Explain the importance of branding to organisations
1.2 Analyse how different types of branding can appeal to different types of consumer
1.3 Analyse how different types/styles of branding can be used for different products
1.4 Explain why organisations might choose between a ‘house of brands’ and a ‘branded house’
1.5 Explain the importance to organisations of assessing brand awareness
2. Understand the principles of brand equity
2.1 Explain the customerbased brand equity model
2.2 Explain the main principles of reinforcement and revitalisation strategies
2.3 Assess the impact of brand extensions on brand equity
3. Understand the role of ‘secondary’ brand associations in building brand equity
3.1 Describe secondary brand associations and evaluate their importance for organisations
3.2 Analyse the benefits and downfalls of individual types of secondary brand associations in the process of building brand equity
3.3 Explain potential problems linked to secondary brand associations
