Brand Management 2600-MSMdz1zmZM
• Brand characteristics
• The origin of product brands
• Overview of brand definitions
• Brand as a trademark
• Brand as a product
• Brand as a holistic model
• Comparison of brand definitions
• Brand functions
• Brand communication
• Strategic brand concept (Insight, Benefit, RTB)
• Verbal and graphic presentation of the brand
• Strategies for promotional campaigns
• Determinants of brand value and Marketing Research
• Identity vs.brand image
• Buyers’ loyalty towards the brand
• Degree of brand’s visibility
• Brand quality as perceived by buyers
• Types of product brands
• Brands diversified due to their communicator
• Brands in a horizontal context
• Brands in a vertical context
• Privates label
• Determinants of a distributor’s brand development around the world
• Determinants of a trade agent’s brand development around the world
• Factors related to changes in trade
• Factors related to market demand
• Factors related to supply
• Factors related to macro-environment
• Personal branding
• The essence of creation
• Components
• The country image as brand equivalent
• The issue of country image
• The effect of the country of origin
• Domestic product vs. foreign product
• The impact of brand and the country of origin on customers’ buying decisions
Type of course
Mode
Assessment criteria
Colloquium (test - closed questions, open-ended questions and tasks) - 40%, project (work in groups) 60%
Bibliography
Basic item
Skorek M., Marka we współczesnym przedsiębiorstwie, Wydawnictwo WZ, Warszawa 2013.
Complementary items
Aaker D. A., Building Strong Brands, The Free Press, New York 1996
Kłeczek R., Sagan A., Kall J., Zarządzanie marką, Wolters Kluwer, Warszawa 2016.
Keller K. L., Strategiczne zarządzanie marką, Oficyna a Wolters Kluwer business, Warszawa 2011.
Kotler Ph., Kartajaya H., Setiawan I., Marketing 4.0. Era Cyfrowa, MT Biznes, Warszawa 2017.
Urbanek G., Zarządzanie marką, PWE, Warszawa 2002.
Taranko T., Komunikacja marketingowa. Istota, uwarunkowania, efekty, Oficyna a Wolters Kluwer business, Warszawa 2015.
Witek-Hajduk, M. K., Zarządzanie silną marką, PWN, Warszawa 2019.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: