N_RZ Brand management

University of Finance and Administration
Summer 2025
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
doc. Ing. Aleš Hes, CSc. (seminar tutor)
Guaranteed by
Ing. Michal Pokluda
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Kateřina Konupková
Timetable of Seminar Groups
N_RZ/pEKPH: each odd Monday 15:45–16:29 S23, each odd Monday 16:30–17:15 S23, each odd Monday 17:30–18:14 S23, each odd Monday 18:15–19:00 S23, except Mon 7. 4. ; and Mon 7. 4. 15:45–17:15 S26, 17:30–19:00 S26, A. Hes
N_RZ/vEKKV: Sat 1. 3. 9:45–11:15 KV202, 11:30–13:00 KV202, 13:15–14:45 KV202, Sat 12. 4. 9:45–11:15 KV202, 11:30–13:00 KV202, 13:15–14:45 KV202, A. Hes
Prerequisites
Nejsou vyžadovány žádné prerekvizity.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
This course aims to acquaint students with the concept of brand and brand equity, as well as, with the main steps in the process of brand creation and brand management. It also explains the role of marketing and communication strategies in the process of building and maintaining a strong brand. We will explore the influence and the importance of the consumer behavior and customer engagement which should be considered by marketers in their efforts to create a successful brand. In this course we will also discuss the research techniques and analytical processes which build the system of measuring and monitoring the brand development. The course also focuses on the question of managing global brands and their adjustment within a local environment. The course includes assignments/projects where the students will have the chance to apply the theoretical background received during the lectures on proposing how to manage a brand, they are going to choose to work on at the beginning of the course.
Learning outcomes
The goals of the course are: • Understand the essence of branding, brand creation and brand management • Understand the importance of building a strong and successful brand • Understand the key steps and factors in the effort to create and maintain a successful brand • Learn about the techniques and methods for measuring the brand equity • Assess branding in an environment of a digital disruption • Understand the interaction between brand and marketing programs • Assess global branding and the necessity and the way for adapting it to local environment • Suggest strategies for strengthening a brand when necessary
Syllabus
WEEK 1 - Course Overview & Introduction What is a Brand – Specifics & Definition; Brand’s Importance and Role; The Brand Concept – What All Can be Branded; Branding Challenges & Opportunities; Strong Brands & Implications of the Brand’s Success to Organizations and Businesses; WEEK 2 - Customer - Based Brand Equity Defining the Brand Equity; The Keller’s CBBE model; Building Brand Equity; Sources of Brand Equity; Measuring Brand Equity – Brand Value Chain WEEK 3 - The Brand Creation Process and Sustainability Steps in Building a Strong Brand; Developing a Competitive Framework; Points of Parity & Points of Difference in Building the Brand; Brand Mantra; WEEK 4 - Brand Elements The Most Important Brand Elements – Description and Explanation of Their Role and Importance; Options and Tactics for Working with the Brand Elements; The Place of Each of the Brand Elements into the Brand Equity Successful Building WEEK 5 - Brand’s Communication Strategy The Communication mix; Building and Developing the Integrated Marketing Communication Programs for Building Brand Equity; WEEK 6 - Leveraging Secondary Brand Associations Concepts of Leveraging the Process; Co-branding; Licensing; Brand Equity Building Instruments and Their Pros and Cons; WEEK 7 - Measuring the Sources of Brand Equity Brand Personality and Values; Brand Awareness; Quantitative and Qualitative Methods for Measuring Brand Performance; Brand Valuation WEEK 8 - Measuring Brand Performance and Implementing Brand-Equity-Measurement System Brand Audit – Brand Inventory, Exploratory, Positioning; The Role and Contribution of Brand Audit; The Necessity of Brand Equity Management System; Elements of the Brand Equity Management System; Structuring the Brand Equity Management System WEEK 9 - Creating and Managing Global Brands Global vs. Local Branding; Strategies for Creating & Managing Global Brands; Customizing Locally Marketing and Communication Strategies of Global Brands; WEEK 10 - Brand Management Over Time Brand Reinforcement and Brand Revitalization - Evaluating the Possible Strategies WEEK 11 – Closing Observations and Course Review WEEK 12 - Meeting with a Brand Management Expert
Literature
    required literature
  • KELLER, Kevin Lane and SWAMINATHAN, Vanitha, 2020. Strategic brand management: building, measuring, and managing brand equity. Fifth edition, global edition. 978-1-292-31496-9
  • Kotler, P., Keller, K.L., 2013. Marketing management. Grada
    recommended literature
  • David A. Aaker, Managing Brand Equity, 2009
  • David A. Aaker, Alexander L. Biel, Brand Equity and Advertising, Advertising’s Role in Building Strong Brands, 2013
Teaching methods
Lecture
Assessment methods
Completion of the course: credit in the form of a submitted seminar paper on the topic: Analysis of a selected brand and prediction of its development in a competitive environment. The evaluation of the seminar paper will be done by the teacher through a score of 0-20 points. Credit can be obtained in the range of 12-20 points.
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
  • Enrolment Statistics (recent)
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