Brand Management

The teaching and learning methodologies (TLM) specific to the curricular unit linked to the pedagogical model:
TLM1: Theoretical-practical classes to introduce and discuss fundamental concepts of brand management, encouraging critical analysis
and connection with real practices.
TLM2: Case studies to explore brand building and management strategies in global markets, promoting strategic thinking and problem
solving.
TLM3: Group work to develop brand manuals, reading and writing scientific articles from the last 5 years, encouraging collaboration and
practical application of concepts.
TLM4: Seminars on GM topics, digital metrics and branding tools, strengthening technical and digital skills.
TLM5: Reading and analysis of scientific articles to link emerging trends, such as sustainability and technological innovation, with the
program content.

Learning Objectives (LO):
LO1 Identify and apply fundamental concepts in brand management (BM), including identity, image and strategic value
LO2 Evaluate sustainable and digital branding strategies, considering consumer needs and global trends
LO3 Develop branding plans based on storytelling, differentiation and personalization techniques
LO4 Use analytical tools and metrics to measure and monitor brand performance
LO5 Analyze the impact of emerging technologies, such as artificial intelligence, on personalization and innovation in branding
Skills/Abilities/Aptitudes (S):
S1 Implement brand positioning and differentiation strategies, promoting organizational competitiveness (LO1 and LO3)
S2 Develop branding campaigns adapted to digital markets, based on data analysis (LO4 and LO5)
S3 Solve sustainable branding problems, integrating social responsibility and technological innovation (LO2 and LO3)

GM Fundamentals
1.1 Concept
1.2 Brand identity, image and value
1.3 Strategic importance of branding
2 Brand Building and Development
2.1 Essential visual and symbolic elements
2.2 Storytelling, purpose and gamification in branding
2.3 Positioning, differentiation and portfolio management strategies
2.4 Integrated communication and local brands in global markets
3 Brands and Consumer Behavior
3.1 Brand influence on purchasing decisions and loyalty
3.2 Brands: culture and society
3.3 Brand Experience
4 GM in Digital Environments
4.1 Branding on social networks, digital metrics and influencer marketing
4.2 Personalization and Big data
5 Sustainable Branding
5.1 Concept. Sustainable and ethical practices and Social Responsibility
5.2 Impact on consumer preference
6 Brand Performance Assessment and Management
7 Future of Branding
7.1 Participatory branding
7.2 Emerging technologies
7.3 Cultural changes
8 Scientific Production in GM and Branding

NAO