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Lecturer(s)
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Attor Cleophas
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Chovancová Miloslava, doc. Ing. CSc.
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Kwarteng Michael Adu, doc. Ing. Ph.D.
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Course content
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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
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Demonstration, Teamwork
- Term paper
- 40 hours per semester
- Preparation for course credit
- 10 hours per semester
- Home preparation for classes
- 14 hours per semester
- Participation in classes
- 39 hours per semester
- Preparation for examination
- 17 hours per semester
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| prerequisite |
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| Knowledge |
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| 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 |
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| 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 |
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| 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 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 |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Demonstration |
| Demonstration |
| Teamwork |
| Teamwork |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| assessment methods |
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| Written examination |
| Oral examination |
| Written examination |
| Preparation of a presentation |
| Preparation of a presentation |
| Oral examination |
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Recommended literature
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CHEVALIER, M., MAZZALOVO, G. Luxury Brand Management: A World of Privilege.. Singapore, 2015. ISBN 9781119199168.
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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.
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KELLER, K. L. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. London, 2012. ISBN 978-0132664257.
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SOLOMON, M., RICHMOND, K. Brand You for Marketing: Real People Real Choice.. London, 2012. ISBN 9780130388537.
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WHEELER, A. Designing Brand Identity. London, 2018. ISBN 9781118980828.
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