25BSB105 Global Brand Management: Lecture 1 - Introduction to Brands & Brand Management
Module Overview
Module Code: 25BSB105
Module Name: Global Brand Management
Lecture 1 Topic: Introduction to the module, Introduction to Brands & Brand Management
Module Leader: Dr George (Georgios) Tsimonis
Academic Year: 2025/2026
Date: Monday, 29 September 2025
Lecturer Information
Dr George (Georgios) Tsimonis:
Lecturer in Marketing, Loughborough Business School
Module Leader for Global Brand Management (UG) and Brand Management (PG)
Research Ethics & Innovation Lead
Mental Health First Aid Champion
Research Interests & Expertise: Branding & Brand Management, Digital Marketing & Social Media, Research Methods, Blockchain technologies.
Contact Details:
Phone: +44 1509 227392
Email: g.tsimonis@lboro.ac.uk
Office Hours (in-person or via MS Teams):
Mondays 14:30 - 16:30
Thursdays 11:30 - 13:30
Office Location: BE2.27 (Sir Richard Morris Building)
Meeting Booking: Students can book a 15-minute meeting via bit.ly/georgetsimonis or by scanning the provided QR code.
Module Delivery & Syllabus
Module Syllabus will cover:
Various aspects of the Brand Building process.
The Design & Implementation of Brand Strategies.
Capitalising on successful Brands.
Digital Branding.
Managing Global Brands.
Measuring Brand Performance.
Session Structure
A blend of:
Theory (Lecture): Core concepts delivered.
Practical Activities:
Group-centred discussions.
Real-world examples.
Online quizzes.
Assignment support.
Student-Led: Active participation is encouraged; punctuality is expected.
Core Textbook
Keller, K. L., Apéria, T., Georgson, M., Tsimonis, G., & Raggio, R. D. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, Fifth Ed., Pearson.
Assessment Details
Groupwork:
Submission Deadline: Week 11, 11 December 2025, 11am.
Format: Report.
Group Size: 4-6 students.
Weight: 100%
Scenario: Hypothetical (fictitious) market scenario will be provided.
Task: Apply main theories taught in class, analyse the market, and develop an effective branding strategy.
Launch: Coursework will be launched in Week 2.
Feedback: Marks & Feedback released by Week 12 January 2026 via LEARN.
Lectures Supporting Assessment: By Week/Lecture 7, all necessary theories for the coursework will have been presented.
The Value of Branding: A Real-World Challenge
Case Study: Two Black T-shirts
Both T-shirts are made from similar materials and serve the same function.
An unbranded T-shirt costs around £8 pounds.
A Nike T-shirt costs around £28 pounds.
Question: What does the
'swoosh'logo provide that is worth an extra £20?This example illustrates how brands transform a simple product into a powerful statement of identity and value beyond mere functionality.
Lecture 1 Outline
What is a Brand?
Branding vs. Brand Management
Why do Brands matter?
Can anything be branded?
What is a Brand?
Common Perceptions:
Reactions and first impressions when thinking about a company (products, services).
A picture in consumers' minds about what to expect.
Successful Brands:
Make promises they can keep, leading to satisfied customers and predictable purchases.
Are built by actions, not just words.
American Marketing Association (AMA) Definition:
A name, term, design, symbol, or other feature that distinguishes one seller's product or service from those of other sellers.
Acts as a tool for recognition.
Creates value through experiences and perception, rather than being a tangible asset a company controls.
What is Branding?
Definition: The process of creating a unique name and image for a product or service in the mind of the consumer.
Key Component: Involves creating a brand promise, which is a statement communicating what the brand stands for and what it promises to deliver.
Importance: Helps to differentiate an organisation's offering from those of its competitors, ultimately aiming to create a strong and positive perception in consumers' minds.
Branding vs. Advertising vs. Marketing
Advertising: "I have great products" (Direct communication about products).
Marketing: "I have great products, I have great products, I have great products" (Broader activities to promote and sell products).
Branding: "I understand you have great products" (The underlying reason why consumers trust and choose those products).
Analogy (Mary Neumeier): Marketing is like asking someone out on a date; Branding is the reason they say yes.
Fundamental Branding Objectives
To establish an identity for the product/group of products.
To identify & distinguish a product and differentiate it from competition.
To protect the product/service legally for its unique features.
To create a strong & distinctive image, aiming to "buy a place in consumers' minds."
To acquire a place for the product in consumers' minds for high and consistent quality.
To persuade the consumer to buy the product by promising to serve their needs in a unique way.
To create and send the message of strong, reliable business among consumers.
What is Brand Management?
Definition: The continuous process of maintaining, improving, and upholding a brand so that it remains strong and relevant in the minds of consumers.
Involves: Defining the brand, positioning the brand, and delivering the brand.
Role: Plays a key role in determining the success of a brand.
Differentiation from Branding:
Branding: Creating an identity for your product or service.
Brand Management: Maintaining & enhancing that identity over time.
Why Do Brands Matter?
Brands provide important functions for both Consumers and Companies, making them valuable.
Consumer Perspective
Brands provide important functions to consumers by:
Identification of source of product: Helps consumers know where a product comes from.
Help to organise their knowledge about products/services: Simplifies understanding and categorisation.
Assignment of responsibility to product maker: Consumers know who is accountable for the product's quality.
Risk reducer: Past experiences with a brand (familiarity) reduce perceived purchasing risk.
Search cost reducer: Minimises the need for extensive research or decision-making.
Symbolic device: Allows consumers to project their self-image to friends or society.
Signal of quality: Helps specify quality and characteristics, setting expectations.
Company Perspective
Brands provide valuable functions for companies by:
Means of identification to simplify handling or tracing: (e.g., P&G organises inventory & tracing with brands).
Means of legally protecting unique features & products' aspects: Through registered trademarks.
Way to create Loyal customers: Loyalty acts as barriers for competitor firms.
Means of creating products/services with unique associations: While manufacturing processes can be duplicated, individual brand impressions cannot.
Source of competitive advantage: Distinctive brands offer an edge over competitors.
Source of financial returns: Brands are valuable pieces of legal property, influencing consumer behaviour, being sold & bought, and securing sustained future revenues.
Can Anything Be Branded?
Process to Brand a Product:
Identify the brand: Give a name/label to it and use other brand elements to help identify.
Provide meaning to the brand: Explain "what the product does" and "why consumers should care" (functional, emotional, symbolic aspects).
Create brand difference: Communicate "why this particular product is special & different from other brand name products."
Examples of Brandable Entities:
Physical Items: e.g., Coca-Cola.
Services: e.g., British Airways, Hilton Hotels & Resorts.
High-tech products: (implied, not explicit example but within category).
B2B products: (implied, not explicit example but within category).
Online Products and Services: e.g., Amazon, HSBC Mobile Banking.
Retailers and Distributors: (implied, not explicit example but within category).
People and Organisations: e.g., Emirates, National Geographic.
Sports, Arts and Entertainment: e.g., UEFA Champions League.
Geographic locations: (implied, not explicit example but within category).
Ideas and causes: (implied, not explicit example but within category).
Key Takeaways
Jeff Bezos: "Your brand is what other people say about you when you're not in the room."
Jim Mullen: "When you look at a strong brand, you see a promise."
In-Class Activity
Individual Task:
Reflect on what brands/a brand means to you.
Identify your favourite brands and explain why.
Group Discussion (with a classmate): Discuss perceptions of brands and compare how they might differ.
Time Allotment: 10 minutes for preparation; thoughts to be written in bullet points.
Upcoming Lecture
Week 2 Lecture Topic: "Brand Elements".
Additionally: Coursework in-class Launch & Q&A will take place.