BA_BrM Brand Management

Vysoká škola finanční a správní
léto 2024
Rozsah
2/1/0. 12 hodin KS/semestr. 7 kr. Ukončení: zk.
Vyučující
Kristina Lenkova, Ph.D. (cvičící)
Garance
Kristina Lenkova, Ph.D.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová
Rozvrh seminárních/paralelních skupin
BA_BrM/cMCPH: každou sudou středu 14:00–14:44 E401, každou sudou středu 14:45–15:30 E401, K. Lenkova
BA_BrM/pMCPH: St 12:15–12:59 E401, St 13:00–13:45 E401, K. Lenkova
Předpoklady
Nejsou vyžadovány žádné prerekvizity.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Výstupy z učení
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
Osnova
  • 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
Literatura
    povinná literatura
  • 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
  • Náhradní obsah: Kotler, P., Keller, K.L., 2013. Marketing management. Grada. Část 4 - kapitoly 9,10,11.
    doporučená literatura
  • • 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
  • MARK, Margaret a Carol PEARSON, 2012. Hrdina nebo psanec: [jak vytvořit jedinečnou značku pomocí síly archetypů. Brno: BizBooks. ISBN 978-80-265-0027-8.
  • MILLER, Donald, 2017. Building a storybrand: clarify your message so customers will listen. New York: HarperCollins Leadership, an imprint of HarperCollins. ISBN 978-0-7180-3332-3.
  • AAKER, David, 2014. Aaker on branding: 20 principles that drive success. New York City, NY: Morgan James Pub. ISBN 978-1-61448-832-3.
Výukové metody
The course is perceived as a combination of lectures and exercises as well as a meeting with a brand management professional either as a guest speaker's lecture or a visit to a creative agency or a corporate brand management team. The students will also be teamed up randomly and will have to choose a brand to work with at the beginning of the semester. They will be given tasks related to the lectures taught which will address the chosen brand. The tasks will be presented during the exercise sessions. Two major presentations based on the outputs from smaller tasks will be held within the course and will be graded by the lecturer.
Metody hodnocení
Student’s physical presence at the class is compulsory. Exceptions are allowed only based on school permissions for on-line presence or upon previous agreement with the instructor. Participation in class is also granted a % of the total grade. If you are absent more than 2 times without a reason, your grade will go down. Participation means contributing each and every time to the class, via discussions, answering and raising questions. Share your knowledge and point of view with the class. Deadlines: Communication professionals always meet deadlines, that is why late assignments will not be accepted. Grading: The grade will be structured as follows: 20% Class attendance and participation (at lectures and on the smaller tasks comprising the two major presentations), 20% Presentation 1, 20% Presentation 2, 40% Final Exam GRADING SCALE: A 100-90 B 89-80 C 79-70 D 69-60 E 59 - 50 F - Below 50
Vyučovací jazyk
Angličtina
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