Lecturer(s)
|
|
Course content
|
- brand, image and identity of the brand, the role of brands in today's world, types of brands, archetypes; - naming - methods of naming brands; - brand positioning, creation of claims; - brand building strategies; - brand as a story; - brand management; - rebranding.
|
Learning activities and teaching methods
|
- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 64 hours per semester
|
prerequisite |
---|
Knowledge |
---|
Prerequisities are not set. |
Prerequisities are not set. |
learning outcomes |
---|
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 |
---|
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 |
---|
Knowledge |
---|
Lecturing |
Lecturing |
Dialogic (Discussion, conversation, brainstorming) |
Dialogic (Discussion, conversation, brainstorming) |
Skills |
---|
Exercises on PC |
Exercises on PC |
assessment methods |
---|
Knowledge |
---|
Analysis of the student's performance |
Analysis of the student's performance |
Recommended literature
|
-
Johnson, Michael. Branding: in five and a half steps. London: Thames & Hudson, 2016. ISBN 9780500518960.
-
Keller, Kevin L. Strategic brand management: building, measuring, and managing brand. Harlow: Pearson, 2013. ISBN 978-0-273-77941-4.
-
Nagyová, Ludmila; Babčanová Dagmar; Košičiarová, Ingrid. Značka: nositeľ imidžu výrobcu. Nitra: Slovenská poľnohospodárska univerzita v Nitre, 2016. ISBN 9788055215563.
-
Purkiss, John; Royston-Lee. Vytvořte si vlastní značku: proměňte své jedinečné nadání v úspěšný obchodní produkt. Praha: Synergie, 2014. ISBN 9788073702953.
|