Course detail

Strategic Brand Management

FP-SsbmKAcad. year: 2022/2023

Course is focused on strategic brand development in the context of strategic management of company. Course is based on theoretical concepts brand usable for formulation and implementation ov value creating strategy of company. Course defines areas important for understanding of brand nature and importance of brand for company success. Course defines concept of brand on the base of brand elements, brand identity and brand positioning. Course deals with brand development in contemporary global environment.

Language of instruction

English

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Robert Zich, Ph.D.

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

Student will learn application of tools of strategic brand development in whole process of strategic management of company development. Students will be able to use techniques brand development for development, evaluation and implementation of business and corporate strategy. Students will know tools usable for brand development and formulation of plan of brand development. Students will be introduced with approach to brand development on local and global market. Students will be familiar with techniques of brand proposal presentation.

Prerequisites

Not applicable.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Evaluation is based on points from the project and its defence. Score can be as following:
• Evaluation of continuous work at seminars – up to 60 points (four tasks during whole semester – each up to 15 points).
• Project defense – up to 60 points – based on team discussion. Students must prove both practical knowledge of solved problem and knowledge of theoretical background.

Project elaboration and project defense
Project focused on brand development is solved in teams (3 – 8 members). Detailed specification of project and all tasks will be available in e-learning. Students must establish team, define the project goal and submit the specification of assignment until 6th week of semester. One consultation, at least, is compulsory before submission. Final defense will be realized during exam period. Time reserved for on defense is 60 – 120 minutes. Whole team must participate. Missing members must come individually. Whole project must be submitted in the last week of semester - electronic version, pdf file (use surname of one management member as file name). The defense tests both practical knowledge of solved problem and knowledge of theoretical background. Whole team is evaluated. Peer evaluation of team members can be part of evaluation.

Student who does not work in team must follow conditions for ISP and rule of absence is applied for him/her – see penalization.

Penalization:

  • each absence “-5” points from the final score
  • more than 4 absences means not passed in this course.

 

Final mark follows from number of points and respect ECTS. Retakes are defined by Study and Examination Code.

 

Students with ISP

Student will elaborate all tasks and project and must the final defense. Student with ISP must work individually and does not present individual task during semester. Rule of absence is not applied for him/her.

Course curriculum

1. Brand development as strategic concept. Brand as complex business concept. Types of brands. Brand elements. Brand as competitive factor. Brand and customer value. Levels of brand utilization.
2. Strategic brand management in the context of hierarchy of firm strategy. Brand architecture. Multi-brand portfolios. Structure of brand development strategy.
3. Tactical and operational level of brand development. Brand development planning and evaluation. Implementation tools. Presentation of brand proposal.
4. Internal and external factors of brand development. Analytical tools for strategic brand development.
5. Concepts of brand identity, brand personality and brand perception. Development of brand for company, store, product and service.
6. Managing global brands. Growth of local brands. Brand extension. Change of brand.

Work placements

Not applicable.

Aims

Goal of course is definition of branding as strategic tool for company development.

Specification of controlled education, way of implementation and compensation for absences

Penalization:

  • each absence “-5” points from the final score
  • more than 4 absences means not passed in this course.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KAPFERER, J. N. The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity). 5th ed. Kogan Page, 2012. 512 p. ISBN 0749465158.
KELLER, K. L. Strategic brand management: building, measuring, and managing brand equity. 4th ed. Boston: Pearson, 2013, 562 p. ISBN 978-013-2664-257.

Recommended reading

AVINASH, K., KULSHRESTHA, C. Branding and Sustainable Competitive Advantage: Building Virtual Presence. IGI Global, 2011. 294 p. ISBN 978-1613501719.
FLOOR, K. Branding a store: how to build successful retail brands in a changing marketplace. Philadelphia: Kogan Page, 2006. 360 p. ISBN 07-494-4832-6.

Classification of course in study plans

  • Programme MGR-SRP-KS Master's 1 year of study, summer semester, compulsory-optional

Type of course unit

 

Guided consultation in combined form of studies

16 hod., compulsory

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Syllabus

  1. Brand development as strategic concept. Brand as complex business concept. Types of brands. Brand elements. Brand identity and model four bubbles. Brand as competitive factor. Brand and customer value. Levels of brand utilization.
  2. Strategic brand management in the context of hierarchy of firm strategy. Brand architecture. Multi-brand portfolios. Structure of brand development strategy.
  3. Tactical and operational level of brand development. Brand development planning and evaluation. Implementation tools. Presentation of brand proposal.
  4. Internal and external factors of brand development. Analytical tools for strategic brand development.
  5. Concepts of brand identity, brand personality and brand perception. Development of brand for company, store, product and service.
  6. Managing global brands. Growth of local brands. Brand extension. Change of brand.