Management and Communication of the Brand

Not applicable 

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 studies.

At the end of this course the students should know
The role of brands, the concept of brand equity, and the advantages of creating strong brands.
How to build brand equity: choosing brand elements, designing programs and marketing activities and the use of secondary associations.
How to measuring brand equity-
Building, measuring and manage brand equity and create a brand portfolio.
The importance of corporate, individual and modifieid 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

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

• - work - 50.0%
• - Exam - 50.0%

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

Rosenbau-Elliott, R. et al. (2018). Strategic Brand Management (4th Edition). Oxford University Press.