Branding and Consumer Psychology

To enable students to:

• Appreciate the importance of branding to the service sectors.
• Acquire and develop knowledge of consumer psychology, consumption patterns, trends and retailer relationships.

By the end of the module students will be able to:

1. Demonstrate a sound knowledge of the branding process.
2. Understand branding within the context of developing and sustaining added value.
3. Demonstrate a sound knowledge of store image and consumer perception.
4. Understand consumer buyer behaviour and the factors affecting loyalty.
5. Appreciate the major consumer typologies and the complexities of conducting qualitative interviews.

• Brand planning, development and competition.
• The relationships between brands and consumer choices
• The satisfaction of social needs through branding.
• Identifying, developing and sustaining added value brands.
• Branding within a retail context.
• Introduction to consumer typologies.
• Analysis of consumer buyer behaviour theories and concepts.
• Introduction to the concept of consumer loyalty.
• Exploration of retail store psychological attributes.
• Evaluation of trends and patterns of consumption.

Total Learner Hours: 200

Contact Hours: 48 consisting of lectures, presentations, group discussions, exercises and workshops

Private and Directed study 152 hours

De Chernatony L., Mac Donald M. (2004) Creating Powerful Brands. (3rd ed.) Oxford: Elsevier Butterworth Heinemann.

Statt, D.A. (1997) Understanding the Consumer; A psychological approach. Basingstoke: Palgrave Publishing.