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Lecturer(s)
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Krčil Lukáš
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Zdražil Martin, Mgr.
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Course content
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1. Definition and difference between a brand and visual identity. 2. Brand identity and its role in marketing. 3. Brand mission and objectives. 4. Competitive environment analysis and market segmentation. 5. Brand strategy creation and planning. 6. Brand strategy implementation and brand management. 7. Measuring and evaluating the effectiveness of brand strategy. 8. Global and local brand strategies. 9. Brand management and cooperation with external partners. 10. Brand crises and their solutions. 11. Brand innovation and development. 12. Customer loyalty. 13. Ethical and social aspects of brand marketing.
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Learning activities and teaching methods
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Dialogic (Discussion, conversation, brainstorming), Analysis of a presentation, Individual work of students, Dealing with situational issues - learning in situations
- Home preparation for classes
- 64 hours per semester
- Participation in classes
- 26 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| No prerequisites are specified for passing the course. |
| No prerequisites are specified for passing the course. |
| learning outcomes |
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| knowledge of the principles and methods of brand building |
| knowledge of the principles and methods of brand building |
| knowledge of strategic branding approaches |
| knowledge of strategic branding approaches |
| knowledge of design thinking in brand building |
| knowledge of design thinking in brand building |
| knowledge of brand components |
| knowledge of brand components |
| knowledge of creating assignments for brand building |
| knowledge of creating assignments for brand building |
| Skills |
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| create an assignment for brand creation |
| create an assignment for brand creation |
| apply design thinking methods for brand buiding |
| apply design thinking methods for brand buiding |
| create a strategic plan for branding |
| create a strategic plan for branding |
| present the brand design to the client |
| present the brand design to the client |
| measure brand image |
| measure brand image |
| teaching methods |
|---|
| Knowledge |
|---|
| Analysis of a presentation |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Analysis of a presentation |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Skills |
|---|
| Practice exercises |
| Practice exercises |
| assessment methods |
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| Knowledge |
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| Preparation of a presentation |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Preparation of a presentation |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
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Recommended literature
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CAMILLERI, Mark Anthony. Strategic corporate communication in the digital age. U.K.: Emerald Publishing Limited, 2021. ISBN 9781800712645.
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CJ, Jason. Designing your brand: crafted for brand communicators. Singapore: SYL + JAS Pte, 2021. ISBN 9798709553613.
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ELLIOTT, Richard H.; PERCY, Larry a PERVAN, Simon. Strategic brand management. Oxford: Oxford University Press, 2018. ISBN 9780198797807.
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HEDING, Tilde; KNUDTZEN, Charlotte F. a BJERRE, Mogens. Brand management: mastering research, theory and practice. London: Routledge, Taylor & Francis Group, 2020. ISBN 978-0-367-17257-2.
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Johnson, Michael. Branding: in five and a half steps. London: Thames & Hudson, 2016. ISBN 9780500518960.
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KELLER, Kevin Lane. Strategic brand management: building, measuring, and managing brand equity. Harlow: Pearson, 2013. ISBN 9780273779414.
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KITCHEN, Philip J. Integrated marketing communications: a global brand-driven approach. Cham: Palgrave Macmillan, 2022. ISBN 978-3-030-76415-9.
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Neumeier, Marty. The brand flip: why customers now run companies - and howu to profit from it: a whiteboard overview. San Francisco, 2016. ISBN 9780134172811.
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Olins, Wally. Brand new: nová podoba značek. Praha: Slovart, 2016. ISBN 9788075290472.
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