Brand Management

Teachers

Included in study programs

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.

Indicative content

Brand, typology of brands, external and internal brand. Strategic brand management as part of the company's marketing management. Identification and determination of market position and brand value. The process of building a brand. Brand planning. Implementation of brand marketing programs, new marketing approaches to brand creation. Brand marketing communication. Brand value chain. Measuring and interpreting brand performance. Design and implementation of branding strategies.

Support literature

1. KLEPOCHOVÁ, Dagmar – KORČOKOVÁ, Marína. Manažment značky. Bratislava: Vydavateľstvo Ekonóm, 2022. 344 s. ISBN 978-80-225-4951-6.
2. AAKER, David. Brand building – budování obchodní značky. Vytvoření silné značky a její úspěšné zavedení na trh. Brno: Vydavateľstvo Computer Press, 2003. 312 s. ISBN 80-7226-885-6-2.
3. DE CHERNATONY, Leslie. Značka: Od vize k vyšším ziskům. Vyd. 1. Brno: Vydavateľstvo Computer Press, 2009. ISBN 978-80-251-2007-1.
4. KELLER, Kevin Lane. Strategické řízení značky. Praha: Vydavateľstvo Grada Publishing, 2007. ISBN 978-80-247-1481-3.
5. KOTLER, Philip – KELLER, Kevin Lane. Marketing management. Vyd. 14. Praha: Vydavateľstvo Grada Publishing, 2013. ISBN 978-80-247-4150-5.

Syllabus

1. Brand - concept, typology of brands. External and internal brand. Trends in brand concepts. 2. Brand management and strategic brand management. 3. Identification and determination of market position and brand value concept. Brand awareness. Brand image. 4. The process of building a brand. Rebranding. 5. Brand planning. Legal aspects related to the brand. 6. Implementation of brand marketing programs. Custom brand strategies. 7. Marketing communication and brand building. 8. Secondary influences in the process of building a brand and its value. Strategies and processes of influencing the brand. 9. Brand value chain. 10. Measurement and interpretation of brand performance. 11. Design and implementation of branding strategies. 12. Brand management over time, brand management in geographical space. 13. Internal brand. Internal brand strategies.

Requirements to complete the course

20% semester work
80% written exam

Student workload

Workload: 130 hours
Attendance at lectures: 24 hours
Self-study: 22 hours
Semester project processing: 30 hours
Preparation for the exam: 54 hours

Language whose command is required to complete the course

Slovak, English

Date of the latest change: 29.02.2024