Brands have increasingly become a focus of marketing activities. Some people are arguing that marketers nowadays are no longer make products rather they create brands. After completing this subject, students are expected to understand important issues in planning and to apply appropriate concepts and techniques to improve the long-term profitability of brand strategies. This module will examine the development of brands and their management from different disciplinary perspectives spanning the social sciences. Theoretical insights from these perspectives will be used to critically evaluate current brand campaigns, the role of marketing communications in effectively delivering these campaigns, and the central place of these campaigns in daily life.