Gestão de Marcas

The syllabus will be developed through a combination of theoretical lectures and more practical sessions. In these sessions, exercises will be proposed and solved, and cases will be analysed to enable the correct understanding and application of the concepts previously acquired.

The aim of this course is for students to be able to:

– Demonstrate the role of brands and the importance of being valuable and strong.

– Explain three main ways of building brand equity – the careful choice of brand elements, the design of marketing programmes and activities, and leveraging secondary associations.

– Explain how to develop and implement a brand equity measurement system.

– Explain the different approaches to measuring brand equity. 

– Differentiate alternative brand management strategies and associate brand hierarchies and portfolios.

– Associate the role of corporate brands, brand families, individual brands, modified brands and how to combine them into sub-brands.

1. Brand management, the main concepts and applications.

2. The different types of brands

3. Brand strategy and architecture

4. The different perspectives of brand management:

4.1 Debranding

4.2 Co-creation and collaboration

4.3 Online brand management and experience management

5. Brand identity signs:

6. The brand/marketing relationship and its importance in creating brands with value.   

7.            Brand equity: 7.1.

7.1 Building a brand with value and its sources of creation

7.1.1 The different stages

7.1.2 The perspective of the different models 

8. Strategic options for obtaining brands:

8.1.         Acquisition

8.2 Alliance

8.3 Brand extension

8.3.1 Product extension vs. brand extension