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Brand Management

Objectives

1. Understand brand management and branding topics
2. Establish Brand Positioning and Values
3. Plan the implementation of brand marketing programs
4. Measure and interpret brand performance

General characterization

Code

200197

Credits

4.0

Responsible teacher

Docente a designar

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

  

Bibliography

- The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity) Feb 15, 2012 by Jean-Noël Kapferer
- Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th EditionAug 20, 2012 by Kevin Lane Keller
- Strategic Brand Management, 2nd Edition 2018 by Alexander Chernev
 

Teaching method

  

Evaluation method

  

Subject matter

The curricular unit is organized in the following Learning Units:
1. Branding and Brand Management
2. Brand Equity and Authenticity
3. Brand Personality and Brand Experience
4. Establishing Brand Positioning and Values
5. Brand Extensions
6. Planning and Implementing Brand Marketing Programs
7. Measuring and Interpreting Brand Performance
8. Managing Brand Over Time
9. Global Brand Strategy