Brand Management

Aims of the course

To understand the importance of latest brand management approaches in modern companies
To gain knowledge about two-dimensional approach to branding and develop brands in a dynamic environment
To develop competences of transferring and developing basic methods, analyses and approaches in branding
To understand the dynamics in brand management and marketing practices
To encourage students to critically evaluate and develop appropriate branding strategies for domestic and international brand

Course syllabus

1.Complex nature of a brand: Demand and supply side perspective
2. Branding funnel 3.Customer-based brand equity (awareness, image, perceived quality, loyalty)
4. Brand identity development
Pre-strategic analyses (industry analysis, competition analysis, customer analysis, brand/company analysis)
Development of invisible brand identity elements: vision, mission,, brand attributes/benefits, culture, personality, relationship, community Development of visible brand identity elements: name, symbol, slogan, domain
5. Brand implementation
Internal vs. employer branding
Internet page and its optimization
Selection of marketing communication tools: advertising, sales promotion, public relations, word of mouth marketing, interactive marketing The importance of content marketing in brand building
Brand marketing with the help of celebrities, influencers and virtual influencers
Brand strategies: Architecture, extension and consolidation of the brand 6. The impact of digitalization on brands Development and maintenance of sustainable brands Technology-based brand management (Artificial Intelligence, Web 3.0, Metaverse, Virtual and Augmented Realities)

Course director(s)