Brand Management 

Objectives

A. Knowledge
- Know, manage and articulate the main concepts of brand management
- Know how to integrate these concepts in the context of the company strategy
- Understand the risks and opportunities of managing a brand in the current market context
B. Contents
- Measuring brand awareness
- Measuring Brand Image
- Define brand identity
- Define brand positioning
- Brand Architecture
- Rebranding
- Brand extensions
C. Skills
- be able to develop a brand management plan
- Know how to work in a team
- Developing communication skills

General characterization

Code

14222

Credits

2

Responsible teacher

Catherine da Silveira

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese | English

Prerequisites

Available soon

Bibliography

ACERCA DE BRAND EQUITY:
• INTERBRAND / RANKING BEST GLOBAL BRANDS 2019
• WHAT ARE BRANDS FOR? 
BRANDS ARE THE MOST VALUABLE ASSETS MANY COMPANIES POSSESS. BUT NO ONE AGREES ON HOW MUCH THEY ARE WORTH OR WHY, THE ECONOMIST

ACERCA DE BRAND IDENTITY:
• KAPFERER, JEAN-NOËL, THE NEW STRATEGIC BRAND MANAGEMENT, 5TH EDITION, 2012, KOGAN PAGE / CHAPTER 07

ACERCA DE BRAND POSITIONING:
• KELLER, KEVIN LANE & APERIA, TONY & GEORGSON, MATS, STRATEGIC BRAND MANAGEMENT, A EUROPEAN PERSPECTIVE, 2ND EDITION, 2012, PRENTICE HALL /CHAPTER

Teaching method

The module is divided into two parts:
Part 1: Presentation of the main concepts of Brand Management and discussion
Part 2: WORKSHOP/ Application of the concepts in the context of real brands.

Evaluation method

The assessment of this curricular unit is done together with the block of curricular units of the same area of knowledge. This assessment has 3 moments, which together define the final grade of the curricular unit:
• Individual exam with a weighting of 50% of the total mark
• Group work with a weighting of 35% of the total grade value
• Individual reflection-action exercise carried out at the end of the curricular unit, with a weighting of 15% of the total grade value. The set of individual action-reflection exercises is a journaling activity, which will constitute, at the end, a learning portfolio capable of synthesising the contributions of the Executive Master for that student.

Subject matter

CONTEXT AND DEFINITIONS
1. Managing or launching a brand. Overview
2. Focus on brands or focus on customers?

MAIN BRAND MANAGEMENT CONCEPTS
1. Articulation of concepts
2. Equity: Financial Value and Customer-Based Brand Equity
3. Notoriety
4. Image
5. Brand identity
6. Positioning
7. Brand Strategy: Marketing Strategy and Communication Strategy

Programs

Programs where the course is taught: