Brand Management

Teaching results

By completing the course, students gain knowledge about the brand and its typology, the process of brand management and the position of the brand in the marketing management of the company. They will understand the process of building a brand. They will get acquainted with the process of brand planning and with the criteria for the selection of its elements and with the legal aspects related to the brand. They will gain an overview of new marketing approaches to the brand, the strategy of their own brand. They will gain knowledge about the value chain of the brand, the principles of brand value and the nature and specifics of the internal brand and its strategies.
Graduates of the course will be able to prepare the process of brand management as part of the company's marketing management. They will be able to identify and determine the market position of a selected brand, they can prepare a plan for the creation and launch of a new brand, they will be able to implement brand marketing programs and assess the suitability of new trends and approaches in these programs. They will understand the value chain of the brand and the individual stages of brand value creation, they can measure and interpret the performance of the selected brand, while applying qualitative and quantitative methods of research into the value and performance of the brand. They will be able to design and implement a brand strategy, including an internal brand.
By completing the course, students will acquire competencies that allow them to apply in managerial positions related to marketing, product and communication activities in all types of companies and specialized marketing workplaces.