10.1.10.15 HB7504 Brand Management (3 ECTS Credits)

Objectives
The student will become familiar with the basic concepts of image and brand management and will understand the meaning of a brand on global markets in customer and also in b-to-b marketing. The student will have the skills to analyse, build, develop, sustain and to follow-up brands.

Content
Brand Management as Part of Company Strategic Management / What Makes a Brand Strong? / Brand Identity, Brand Strategies, Measurement, Brand Equity, Brand Extension / Brand Building as a Process

Method
Lectures, assignment, examination

Semester
Term 3