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
  • sponsorships
  • 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: