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Brand Management

Objectives

This course provides students with insights into how brand strategies can be created and the implications of the changes that occurred in the past two decades for brand management professionals. The class blends marketing theory and practice to provide perspective on corporate marketing and the brand management function.

General characterization

Code

200197

Credits

3.5

Responsible teacher

Maria Teresa Pinheiro de Melo Borges Tiago

Hours

Weekly - Available soon

Total - Available soon

Teaching language

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

Prerequisites

N/A

Bibliography

Keller, Kevin & Swaminathan, Vanitha (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Prentice-Hall: New York

Keller, Kevin (2015). Best Practice Cases in Branding, Strategic Brand Management, 4th Edition, Prentice-Hall: New York

 

Borges-Tiago, M. T., Santiago, J., & Tiago, F. (2023). Mega or macro social media influencers: Who endorses brands better?. Journal of Business Research, 157, 113606.

Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., ... & Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776.

Högström, C., Gustafsson, A., & Tronvoll, B. (2015). Strategic brand management: Archetypes for managing brands through paradoxes. Journal of Business Research, 68(2), 391-404.

Iglesias, O., Ind, N., & Alfaro, M. (2017). The organic view of the brand: A brand value co-creation model. In Advances in Corporate Branding (pp. 148-174). Palgrave Macmillan, London.

Veloutsou, C., & Guzman, F. (2017). The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product & Brand Management, 26(1), 2-12.

Pina, L. S., Loureiro, S. M. C., Rita, P., Sarmento, E. M., Bilro, R. G., & Guerreiro, J. (2019). Analysing Consumer-Brand Engagement Through Appreciative Listening on Social Network Platforms. Journal of Promotion Management, 25(3), 304-313.

Teaching method

The curricular unit is based on theoretical-practical classes. Several teaching strategies are applied, including video content, project-based learning, and case studies.

Evaluation method

Evaluation:

1st call:

Group Project: 50%

Written Exam: 50%

 

2nd call:

Group Project: 20%

Written Exam: 80%

Subject matter

  1. Brands and Brand Management (LU1)
  2. Developing a Brand Strategy (LU2)
  3. Designing and implementing brand marketing programs (LU3)
  4. Measuring and interpreting brand performance (LU4)
  5. Branding in Digital Era (LU5)