BA_BrM Brand Management

Vysoká škola finanční a správní
léto 2023
Rozsah
2/1/0. 12 hodin KS/semestr. 7 kr. Ukončení: zk.
Vyučující
Kristina Lenkova, Ph.D. (přednášející)
Garance
PhDr. Ladislava Knihová, Ph.D., MBA
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Kamila Procházková
Rozvrh seminárních/paralelních skupin
BA_BrM/cMCPH: každý lichý čtvrtek 12:15–12:59 E305, každý lichý čtvrtek 13:00–13:45 E305, kromě Čt 27. 4. ; a Čt 23. 3. 12:15–13:45 E304, K. Lenkova
BA_BrM/pMCPH: každý lichý čtvrtek 8:45–9:29 E305, každý lichý čtvrtek 9:30–10:15 E305, každý lichý čtvrtek 10:30–11:14 E305, každý lichý čtvrtek 11:15–12:00 E305, kromě Čt 27. 4. ; a Čt 23. 3. 8:45–10:15 E304, 10:30–12:00 E304, 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. contributing to the advent and management of effective and successful brand-product strategies. The course also focuses on the question of managing global brands and their adjustment within a local environment. The course includes assignments and a term project where the students will have the chance to try preparing a creative brief, evaluate the brand and brand strategy (including an evaluation of its marketing/communication campaigns) of a chosen product or organizational unit as well as prepare a proposal on creating a brand strategy for an emerging brand so that to ensure its success.
Výstupy z učení
• 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 the development of branding as a result of the digitalization in the society • Understand the interaction between brand and marketing & communication mix elements • Integrate theories, models and analytic tools into making informed branding decisions • Compare and evaluate brand strategies • Assess global branding and the necessity and the way for adapting it to local environment • Suggest steps for strengthening a brand
Osnova
  • WEEK 1 - Course Introduction, Course Overview, Ethics, and Sustainability What is a Brand – Specifics & Definition; Brand’s Importance and Role; The Brand Concept; Strong Brands & Implications of the Brand’s Success to Organizations and Businesses; The Brand Management Process; Digital Brands; Brand’s Sustainability and Ethics; WEEK 2 – Brand (re)Positioning The Process of Brand Positioning and the factors to be considered; Structuring the Marketing strategy and the Communication mix to advocate the brand positioning; Brand Equity and its correlation to Brand (re) Positioning; WEEK 3 – Brand and Brand Equity Management and Measurement Measurement systems; Main characteristics to be followed and measured within the Brand and Brand Equity analysis; The Interactive relationship between Brand and Consumer Behavior; 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 Program; WEEK 6 – Digital Branding Challenges of brand management in the digital era; Digital communication and its key elements in the process of creating and managing brands WEEK 7 – Leveraging Secondary Brand Associations in Building the Brand Equity Concepts of leveraging the process; Co-branding; Licensing; Brand Equity building instruments and their pros and cons; WEEK 8 – Measuring Brand Performance Brand Personality and values; Brand awareness; Quantitative and qualitative methods for measuring brand performance; Brand valuation WEEK 9 – Brand Audit Brand inventory, exploratory, positioning; The role and contribution of brand audit; The necessity of brand equity management system; WEEK 10 – Brand Management Over Time Brand extensions – advantages and disadvantages; Consumers‘ evaluation of brand extensions; Evaluating brand extension opportunities; WEEK 11 – 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 12 – Project presentation
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: AAKER, David A., 2003. Brand building: budování obchodní značky : vytvoření silné značky a její úspěšné zavedení na trh. Brno: Computer Press. ISBN 978-80-7226-885-6.
  • • David A. Aaker, Managing Brand Equity, 2009
    doporučená literatura
  • Náhradní obsah: Kotler, P., Keller, K.L., 2013. Marketing management. Grada. Část 4 - kapitoly 9,10,11.
  • • 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 block of two lectures and one exercise and hopefully some guest speakers or a visit to a creative agency or creative agency‘s clients will organized. The students will also be given two homeworks and a term project which will also be a part of their final grades.The grade will be structured as follows: 10% Class attendance and participation, 15% Homework 1, 15% Homework 2, 20% Term Project Assignment, 40% Final Exam GRADING SCALE: A 100-90 B 89-80 C 79-70 D 69-60 E 59 - 50 F - Below 50
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: 10% Class attendance and participation, 15% Homework 1, 15% Homework 2, 20% Term Project Assignment, 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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