- Define and explain the key concepts and principles of brand development, such as brand identity, brand positioning, brand image, brand equity, etc.
- Analyse and evaluate the brand of a service company, using relevant tools and frameworks, such as audit brandsphere.
- Develop a theoretical process model of brand experience development
- Identify and apply the elements and techniques of transmedia storytelling and sensory branding to create and enhance the brand experience of a service company.
- Develop a brand experience development programme for a service company.
- Plan a brand experience measurement system, using appropriate methods and metrics, such as brand experience scale.