Brand Management

The teaching and learning methodologies (MEA) adopted for this curricular unit (UC) aim to ensure the articulation between theory and practice, promoting the development of the expected skills. To this end, the following pedagogical strategies will be implemented:

MEA1 Expository and interactive classes: Introduce advanced GM concepts, promoting discussion and connection to practice (LO1, LO2)

MEA2 Seminars with professionals and academics: Analyses emerging trends, technological innovation and market practices (LO3, LO4, LO6)

MEA3 Case studies: Address real challenges in brand management, exploring creative and ethical solutions (LO2, LO4)

MEA4 Group work: Develops applied skills, such as crisis management and scientific production (LO4, LO5, LO6)

MEA5 Analysis of scientific articles: Encourages research and reflection on innovations in global branding and sustainability (LO3, LO6)

MEA6 Practical simulations: Exercises to apply frameworks and evaluate brand performance in critical scenarios (LO5)

Learning Objectives (LO):

OA1 Explain advanced brand management (BM) concepts

OA2 Structure the brand architecture and manage branding strategies

OA3 Analyze cultural, social and technological trends in GM and consumer behavior

OA4 Apply ethical and sustainable principles at GM, assessing challenges and reputational impact

OA5 Evaluate brand performance with frameworks, predictive models and crisis management strategies

OA6 To train students to write scientific articles on trends in GM, combining theory and practice

Skills (C):

C1 Apply advanced theories in strategic brand management (LO1)

C2 Create creative solutions for brand architecture and global branding (OA2)

C3 Critically analyze technological and cultural trends (LO3)

C4 Implement ethical and sustainable practices at GM (OA4)

C5 Formulate strategies to evaluate brands and manage crises (LO5)

C6 Write articles about trends in GM and branding (LO6)

1 Advanced GM Fundamentals

1.1 Review of basic concepts

1.2 Brands in contemporary society

1.3 Brand as a strategic asset

1.4 Brand Equity

1.5 Brand Manual

2 Brand building and development

2.1 Brand architecture

2.2 Global branding

2.3 Co-creation of value

2.4 Management perspectives: rebranding, corporate brands, co-branding and ingredient branding

2.5 Storytelling and relational management

2.6 Multisensory, lifestyle, premium, territorial, personal, employer and political branding

3 Consumer Behavior and Brands

3.1 Brand experience

3.2 Neurobranding

3.3 Global cultural trends

4 Advanced digital management: AI, metaverse and challenges

5 Sustainable and Ethical Branding

5.1 Ethical strategies and sustainability

5.2 Greenwashing and reputation

6 Performance Assessment and Management: Frameworks, predictive models and crises

7 Future of Branding

7.1 Brands in global crises

7.2 Digital transformation

8 Scientific Production: Research methods, scientific articles and trends in GM and Branding