Psychology of Brand and Advertising 2500-EN-S-83
Not only are the brands an inevitable tool of contemporary marketing,
but also an important element of our everyday reality. They simplify
consumer decisions, but can also be means of expressing one’s attitudes,
emotions, values, welfare, position in social structure – all the
communication that is much beyond consumer behaviour. The
mechanisms of brand influence are often below the level of
consciousness – are automatic and implicit but when it comes to brand
choice, consumers usually claim that it was based on product features
and its quality and not on trademark or advertisement. But brands in
reality can have a vast symbolic meaning and be used by consumers to
boost self-esteem, to communicate with others, to distinguish oneself
from others or to belong to a group. Advertisement as a key tool of
brands’ communication with the consumers will receive most of our
attention.
The course is designed to link psychological and sociological research
knowledge of human behaviour with the domain of branding and
advertising and its commercial practice. We will analyse a numerous of
consumer behavior research and link them to real brands (successful and
unsuccessful) to show the mechanisms of their communication.
Type of course
Learning outcomes
During the course, you will experience both academic and practitioner
contributions, and should acquire a firm understanding of basic terms and
issues related to brand management and advertising. You will be able to
define and assess brands’ positioning and communication strategies,
recognize the methods utilized by advertisers to influence consumers and
understands the psychological mechanism of their influence.
Assessment criteria
Students’ evaluation is based on two in-class group presentations:
and criteria analysis of a freely chosen public service announcement (1- 30%) and full
analysis of a brand and its advertising communication (2 – 70%).
Attendance rules
Attendance is obligatory, only one absence (one block) is possible during
the course without consequence.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: