Brand management and marketing communications
It is now widely accepted that intangible assets such as brands provide the most sustainable source of competitive advantage. Properly managed brands provide a secure stream of income for an organisation, making them an asset. Marketing communication is responsible for creating and maintaining a brand's position in the minds of its stakeholders.
Some examples of research topics in this area include:
- brands, brand relationships and brand management
- direct marketing
- health promotion
- integrated marketing communications
- public relations
- technology-enabled communication.
Our research in brand management and marketing communication has been published in several A* and A ranked journals.
Examples of research projects under this strength are: