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