Advertising and Brands

It is now widely accepted that intangible assets, such as brands, provide the most sustainable source of competitive advantage. Brands are assets because, when properly managed, they provide a secure stream of income for the organisation. Marketing communication is responsible for creating and maintaining a brand's position in the minds of its stakeholders.

The brands and communication research strength brings together research into brand relationships/brand management and marketing communications and includes:

• Brands, brand relationships and brand management
• Integrated marketing communications (IMC)
• Advertising
• Direct marketing
• Public relations
• Sponsorship
• Technology-enabled communication
• Health promotion

Staff