Management and Communication of the Brand

N.A.

The theoretical contents of the curricular unit will be presented through theory lectures and theorical/pratical for resolution of exercises or discussion and analysis of case studie

It is expected that, by the end of the semester, students will know:

1. The role of brands, the concept of brand equity, and the advantages of creating strong brands.

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

3. The different approaches to measuring brand equity, and how to develop and implement a brand equity measurement system.

4. The alternative brand management strategies and how to create brand hierarchies and portfolios.

5. The role of corporate brands, brand families, individual brands, modified brands, and how to combine them into sub-brands.

1.            Brand management and key concepts

2.            Different perspectives of brand management

2.1.         Debranding

2.2.         Cocreation and collaboration

3.            Brand equity concept

3.1.         How to create a strong brand

3.1.1.      The steps to build a strong brand

3.1.2.      The diferent models

4.            Brand communication, marketing communication and the importance  of marketing programs  to create brand equity

4.1.         Brand sinals

4.2.         Integrated marketing communication

4.3.         Marketing programs, experience and relationship marketing

5.            Brand architecture strategy

6.            Product extension vs. brand extension

• - Exam - 50.0%
• - work - 50.0%

• - group work - 40.0%
• - individual work - 20.0%
• - written test - 40.0%

NAO

– AAKER, D., (2010). Building Strong Brands. New York, Simon & Schuster

– AAKER, D. (2014). Aaker on Branding: 20 Principles That Drive Success. New York, Morgan James Publishing.

– BEVERLAND, M. (2018). Brand Management: Co-creating Meaningful Brands. London, Sage Publications.

– KAPFERER, J.N., (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity). London, Kogan Page Limited.

– KELLER, K. L. , (2015). Strategic Brand Management : Building, Measuring, And Managing Brand Equity. Pearson.

– KELLER, K. L. & MACHADO, M., (2005). Gestão Estratégica de Marcas. São Paulo, Prentice Hall Brasil.

– KOTLER, Philip & KELLER, Kevin Lane (2016), Marketing Management, 15th edition, Pearson Education.

– ROSENBAUM-ELLIOTT, R. et al. (2018). Strategic Brand Management (4th Edition). Oxford University Press.