Brand Management

Students should possess basic management knowledge and have some idea of the reality and practice of marketing.

The course will be taught in theoretical-practical classes, which are optional. The theoretical lectures will always be accompanied by the illustration and resolution of practical cases arising from the application of marketing in the business life of agricultural organisations. To make the lectures more appealing, a variety of audiovisual media will be used and students will be encouraged to carry out research/consolidate their knowledge in teams.

Whenever possible, external speakers will be invited who work in brand management on a daily basis.

In the third millennium, brands are, in the opinion of many academics and entrepreneurs, the most valuable assets of a company.

Companies manage their brand(s), associated with their products and services, strategically, seeking to increase and maintain their value.

In this unit, students are prepared to understand the strategic importance of the brand, as a fundamental tool for the creation of a unique competitive advantage for the company, and consequently for the creation of value. It is intended that students gain knowledge about Branding and brand management and learn to use theories and concepts such as brand idea, brand identity, brand message, brand equity and brand role. Students also learn to use principles of strategy, planning, and brand evaluation, in order to manage profitable and sustainable brands in the long term; as well as to make these decisions in an integrated way with the company’s various options in the market.

1. Introduction to Brands and Brand Management

1.1. Brand Concepts

1.2 Meaning of Brands for Consumers

1.3 Historical Evolution of the Brand

1.4 Advantages of the Existence of Brands for the Consumer

1.5 Brand Functions

1.6 Fundamental characteristics of a brand

1.7 Definition of Brand Management

2. The brand management process.

2.1 Identify and develop brand plans

2.2 Definition and implementation of brand marketing programs

2.3 Measurement and Interpretation of Brand Performance

2.4 Growth and maintenance of Brand Value

3. Brand Value and brand equity

3.1 Definition of Brand Value and Equity

3.2 Sources of Brand Value

3.3 Brand Value Models and Equity

4. Building a brand

4.1 Brand identity

4.2. Brand Positioning

4.3 Brand Relational Management

5. 2. Different perspectives on brand management

5.1 Rebranding and Debranding

5.2 Corporate brands

5.3 Co-branding

5.4 Ingredient Branding

6. New trends for Brands

The evaluation is proposed in one of the following ways:

1. Final exam rated for 20 values, consisting of a written test.

2. Practical work (group): brand and stationary corporate image guide (30%) + scientific article and review (70%)

If the student has a final grade equal to or greater than 10 values will be approved.

NAO