|
Lecturer(s)
|
-
Chovancová Miloslava, doc. Ing. CSc.
-
Bejtkovský Jiří, Ing. Ph.D.
|
|
Course content
|
Introduction to branding and origin of brands Brand management and the basic function of a brand Brand management versus brand product; brand essence and brand elements Basic approach of branding: according to ownership, and to categories Brand identity, brand positioning and brand knowledge Brand Equity and Brand Equity Models Aaker's Brand Equity Model Keller's Brand Equity Model Building a strong Brand Equity Brand architecture Choosing appropriate branding strategy Branding and understanding consumer behavior Brand´s impact on the company marketing program
|
|
Learning activities and teaching methods
|
Lecturing, Dialogic (Discussion, conversation, brainstorming), Demonstration, Teamwork
- Preparation for examination
- 30 hours per semester
- Preparation for course credit
- 10 hours per semester
- Participation in classes
- 39 hours per semester
- Term paper
- 30 hours per semester
- Home preparation for classes
- 11 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Microeconomics - knowledge of Microeconomics Management - knowledge of Management Marketing - advanced knowledge of Marketing Applied Statistics - knowledge of Applied Statistics Marketing Research - knowledge of Marketing Research Psychology - knowledge of Psychology and Sociology |
| Microeconomics - knowledge of Microeconomics Management - knowledge of Management Marketing - advanced knowledge of Marketing Applied Statistics - knowledge of Applied Statistics Marketing Research - knowledge of Marketing Research Psychology - knowledge of Psychology and Sociology |
| learning outcomes |
|---|
| vysvětlit význam značky pro podnikání |
| vysvětlit význam značky pro podnikání |
| popsat postup managementu při budování silné značky |
| popsat postup managementu při budování silné značky |
| vysvětlit význam identifikačních prvků značky a symboliku pro podnikání |
| vysvětlit význam identifikačních prvků značky a symboliku pro podnikání |
| vysvětlit koncept tvorby hodnoty značky |
| vysvětlit koncept tvorby hodnoty značky |
| vysvětlit vedoucí postavení značky v marketingových aktivitách společnosti |
| vysvětlit vedoucí postavení značky v marketingových aktivitách společnosti |
| to explain the importance of branding to business |
| to explain the importance of branding to business |
| to describe the management process in building a strong brand |
| to describe the management process in building a strong brand |
| to explain the meaning of brand identification elements and symbolism in business |
| to explain the meaning of brand identification elements and symbolism in business |
| to explain the concept of creating brand equity |
| to explain the concept of creating brand equity |
| to explain the leading position of the brand in the company's marketing activities |
| to explain the leading position of the brand in the company's marketing activities |
| Skills |
|---|
| posoudit vývoj loga a symbolů značky pro existenci a pozici značky |
| posoudit vývoj loga a symbolů značky pro existenci a pozici značky |
| stanovte stádia rozvoje značky a cíle jednotlivých stádií |
| stanovte stádia rozvoje značky a cíle jednotlivých stádií |
| navrhnout jednotlivé kroky managementu značky |
| navrhnout jednotlivé kroky managementu značky |
| analyzovat, v čem spočívá síla značky |
| analyzovat, v čem spočívá síla značky |
| analyzovat příčiny rebrandingu |
| analyzovat příčiny rebrandingu |
| analyzovat, jak architektura značek může ovlivnit jejich úspěšnost na trhu |
| analyzovat, jak architektura značek může ovlivnit jejich úspěšnost na trhu |
| to assess the evolution of the brand logo and symbols for the existence and positioning of the brand |
| to assess the evolution of the brand logo and symbols for the existence and positioning of the brand |
| to establish the stages of brand development and the goals of each stage |
| to establish the stages of brand development and the goals of each stage |
| to propose individual steps of brand management |
| to propose individual steps of brand management |
| to analyze where the brand's strength lies |
| to analyze where the brand's strength lies |
| to analyze the causes of rebranding |
| to analyze the causes of rebranding |
| to analyze how brand architecture can affect their success in the market |
| to analyze how brand architecture can affect their success in the market |
| teaching methods |
|---|
| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Demonstration |
| Lecturing |
| Teamwork |
| Teamwork |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Demonstration |
| assessment methods |
|---|
| Oral examination |
| Written examination |
| Written examination |
| Preparation of a presentation |
| Preparation of a presentation |
| Oral examination |
|
Recommended literature
|
-
BANYÁR, M. Značka a logo: vizuálne prvky značky a ich význam v procese branding. Zlín, 2017. ISBN 978-80-7454-681-5.
-
DE CHERNATONY, L. Značka: od vize k vyšším ziskům ? Strategický proces budování a posilování značky. Brno, 2009. ISBN 978-80-2512-007-1.
-
HEALEY, M. Co je branding?. Praha, 2008. ISBN 978-80-7391-167-.
-
HOMMEROVÁ, D. Branding neziskových organizací.. Žatec, 2015. ISBN 978-80-905122-83.
-
CHOVANCOVÁ, M., ASAMOAH, E. S., WANNINAYAKE, B.W.M.C. Consumer Behaviour and Branding: A Cross Cultural Perspective.. Žilina, 2011. ISBN 978-80-89401-58-1.
-
KELLER, K. L. Strategické řízení značky.. Praha, 2007. ISBN 978-80-247-1481-3.
-
SHARP, B. Jak se budují značky. Co obchodníci nevědí.. Praha, 2018. ISBN 978-80-7390-618-4.
-
TAYLOR, D. Brand management. Budování značky od vize k cíli.. Brno, 2007. ISBN 978-802511-818-4.
|