Course Title: Fashion Brand Management

Part A: Course Overview

Course Title: Fashion Brand Management

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


Brunswick Campus


350H Fashion & Textiles


Sem 2 2010,
Sem 1 2012,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 2 2017,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 2 2020,
Sem 1 2021,
Sem 2 2021,
Sem 1 2022,
Sem 1 2023,
Sem 1 2024

Course Coordinator: Dr. Murray Rees

Course Coordinator Phone: Contact via email

Course Coordinator Email:

Course Coordinator Location: Online

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Knowledge of Strategic Marketing and/or Consumer Behaviour would be useful but is not essential.

Course Description

This course will focus on creating, maintaining, and revitalizing fashion brands. Through the use of case studies, class participation, exercises, and lectures, we will explore all that is needed to create new brands, shape them through a process of co-creation, maintain their equity over time, extend and stretch them, manage portfolios of brands, and address topical issues including ethical challenges and brand crises.  The focus of the material is primarily strategic, identifying how to identify and exploit user needs, build a brand identity through two different approaches to positioning, and then ensuring that identity drives all aspects of your business model.


Objectives/Learning Outcomes/Capability Development

As this is an option course, only Course Learning Outcomes will apply. 


Course Learning Outcomes

Upon successful completion of this course you will be able to:

CLO1: Critically evaluate different approaches to branding over time, including those drawing from economics, psychology, cultural and media studies, and marketing.

CLO2: Critically evaluate the usefulness of two competing models of brand positioning: mind-share and cultural positioning. 

CLO3: Apply different tools for understanding consumer-brand relationships.

CLO4: Evaluate and apply research tools for assessing the effectiveness of the brand-marketing program.

CLO5: Critically evaluate different approaches to growing and managing brands.

CLO6: Examine and address topical issues in brand management including issues of valuation, co-branding, co-creation, and crisis management.

Overview of Learning Activities


Your learning will be facilitated via a range of in-class and online activities that will require both individual and collaborative engagement. Class activities promote your ability to enquire, investigate, analyse and solve fashion entrepreneurship problems.  


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

RMIT Library provides extensive resources for fashion and textiles students. 

Search the library and consult the Fashion and Textiles Subject Guides for more information. 

The library also provides guides on academic referencing and assistance is available via phone, chat and email.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes. Continuous course assessment will consist of three summative assessments. The details of assessments will be given to you at the start of the course. Information about performance standards required for each assessment task are detailed in the assignment area of Canvas.
Assessment Tasks:
Assessment Task 1: Brand Analysis (Group) 40% CLOs 1, 2 and 4
Assessment Task 2: Brand Development Strategy (Individual) (40%) CLO 3 and 5
Assessment Task 3: Participation (Individual) (20%) CLO 4, 5 and 6
Feedback will be given on all assessment tasks.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more.
Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.