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Lecturer(s)
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Course content
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1.-3. Brand, brand image and brand identity, the role of brands in today's world, types of brands, archetypes. 4. Naming - methods of naming brands. 5.-6. Brand positioning, creation of claims. 7.-8. Branding strategies. 9.-10. Brand as a story. 11.-12. Brand management. 13. Rebranding.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 64 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| knowledge of the elements of the brand identity |
| knowledge of the elements of the brand identity |
| knowledge of the brand archetypes |
| knowledge of the brand archetypes |
| knowledge of the principles of brand naming |
| knowledge of the principles of brand naming |
| knowledge of the principles of brand management |
| knowledge of the principles of brand management |
| knowledge of the principles of rebranding |
| knowledge of the principles of rebranding |
| Skills |
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| designing the brand |
| designing the brand |
| designing the brand stories |
| designing the brand stories |
| designing the brand positioning |
| designing the brand positioning |
| designing the claims |
| designing the claims |
| designing the brand strategy |
| designing the brand strategy |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Exercises on PC |
| Exercises on PC |
| assessment methods |
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| Knowledge |
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| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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CJ, Jason. Designing your brand: crafted for brand communicators. Singapore: SYL + JAS Pte, 2021. ISBN 9798709553613.
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Johnson, Michael. Branding: in five and a half steps. London: Thames & Hudson, 2016. ISBN 9780500518960.
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JURÁŠKOVÁ, Olga. Budování značky prostřednictvím Public relations. Zlín: VeRBuM, 2015. ISBN 9788087500637.
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KELLER, Kevin Lane a SWAMINATHAN, Vanitha. Strategic brand management: building, measuring, and managing brand equity. Harlow: Pearson, 2020. ISBN 978-1-292-31496-9.
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LAWES, Rachel. Using semiotics in marketing: how to achieve consumer insight for brand growth and profits. London: Kogan Page, 2023. ISBN 9781398607644.
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Nagyová, Ludmila; Babčanová Dagmar; Košičiarová, Ingrid. Značka: nositeľ imidžu výrobcu. Nitra: Slovenská poľnohospodárska univerzita v Nitre, 2016. ISBN 9788055215563.
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Purkiss, John; Royston-Lee. Vytvořte si vlastní značku: proměňte své jedinečné nadání v úspěšný obchodní produkt. Praha: Synergie, 2014. ISBN 9788073702953.
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TRILLAS, Enric. On the Logos: a na?ve view on ordinary reasoning and fuzzy logic. Cham, Switzerland: Springer, 2017.
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