Brand Marketing

N/A

Os conteúdos programáticos serão desenvolvidos mediante a combinação de sessão expositivas com sessões práticas e a resolução de exercicios ou análise e discussão de casos.

AVALIAÇÃO CONTINUA:

– dois trabalhos individuais (15%+15%)

– trabalho de grupo (30%)

– teste individual (30%).

Participação e a realização de actividades em aulas (10%)

EXAME FINAL:

– teste escrito (50%)

– trabalho (50%)

Acquire the necessary skills to build a brand, defining a process and a set of actions to position it and create brand equity

1. The relation between brand and marketing

1.1. The importance of the brand

1.2. The brand is a marketing mix variable?

2. The brand as a signal

2.1. The mission and the marketing mix

2.1.1. The brand as part of the marketing mix variables

2.1.3. Brand functions

2.1.4. Brand extension strategy

• Brand acquisition

• Brand alliance

• Brand Extension

• Distributor brand

2.2.The signal and the identity mix

2.2.1. Name

2.2.2.Logo

2.2.3. Tipes of corporate identity (corporate, endorsed and branded).

2.2.4. Brand characters

2.3. Image and public mix

2.3.1. Brand awareness

2.3.2. Brand associations

2.3.3. Perceived Quality

2.3.4. Brand loyalty

3. Brand equity

3.1. The sources of brand value

3.2. Brand valuation models

4. The future of brand management

• - Individual and/or Group Work - 50.0%
• - Exam - 50.0%

• - Individual and/or Group Work - 30.0%
• - Frequency - 30.0%
• - Attendance and Participation - 10.0%
• - Individual Work - 30.0%

NAO

AAKER, D. (2010), “Building Strong Brands”,New York The free press.

AAKER, D. (1998),”Marcas: brand equity, gerenciando o valor da Marca”, Elsevier Brazil.

AAKER, D. (2016), “Aaker on Branding: 20 Principles that Drive Success”. New York, Journal of Marketing Channels, 23(3)

BRITO, C. M. & LENCASTRE, P. (2014),”Os Horizontes do Marketing”, Editorial Verbo

KAPFERER, J.N., (2012),“The new strategic Brand Management: Advanced Insights and Strategic Thinking”, Kogan Page, London.

KOTLER, P. & KELLER, K. (2016), Marketing Management, 15th edition, Pearson Education.

KELLER, K. & MACHADO, M. (2005), “Gestão Estratégica de Marcas”, Prentice Hall Brasil

LENCASTRE, P. et al. (2007),”O Livro da Marca”, Publicações D. Quixote, Lisboa

RODRIGUES, V., DIONISIO, P. et al. (2018), Mercator 25 anos – o Marketing na era digital. Lisboa, D. Quixote.

WHEELER, A. (2016), ” Designing brand identity: An essential guide for the whole branding team, J Wiley & Sons