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Lecturer(s)
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Chovancová Miloslava, doc. Ing. CSc.
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Bejtkovský Jiří, 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
- Participation in classes
- 15 hours per semester
- Preparation for examination
- 25 hours per semester
- Home preparation for classes
- 30 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 |
| Students will gain knowledge and understand the importance of evaluating and planning brand strategies, they will be qualified to make better brand decisions. Students will understand the functioning of the brand cycle, the importance of knowledge about the brand and the value of the brand, the importance of trademarks and marketing actions influencing consumer behavior. |
| vysvětlit význam značky pro podnikání |
| Students will gain knowledge and understand the importance of evaluating and planning brand strategies, they will be qualified to make better brand decisions. Students will understand the functioning of the brand cycle, the importance of knowledge about the brand and the value of the brand, the importance of trademarks and marketing actions influencing consumer behavior. |
| 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, 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 |
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| Knowledge |
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| Lecturing |
| Demonstration |
| Dialogic (Discussion, conversation, brainstorming) |
| Teamwork |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Teamwork |
| Demonstration |
| assessment methods |
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| Oral examination |
| Written examination |
| Written examination |
| Oral examination |
| Preparation of a presentation |
| Preparation of a presentation |
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Recommended literature
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BANYÁR, M. Značka a logo: vizuálne prvky značky a ich význam v procese brandingu.. Zlín, 2017. ISBN 978-80-7454-681-5.
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DE CHERNATONY, L. Značka: od vize k vyšším ziskům ? Strategický proces budování a posilování značky. Brno, 2009. ISBN 978-80-2512-007-.
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HEALEY, M. Co je branding?. Praha, 2008. ISBN 978-80-7391-167-6.
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HOMMEROVÁ, D. Branding neziskových organizací.. Žatec, 2015. ISBN 978-80-905122-83.
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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. Strategické řízení značky.. Praha, 2007. ISBN 978-80-247-1481-3.
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SHARP, B. Jak se budují značky. Co obchodníci nevědí.. Praha, 2018. ISBN 978-80-7390-618-4.
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TAYLOR, D. Brand management. Budování značky od vize k cíli.. Brno, 2007. ISBN 978-802511-818-4.
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