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Course detail
FP-CIBPAcad. year: 2023/2024
The course provides knowledge regarding the brand development based on the multinational approached combined with the experience in international teamwork. The brand development framework mainly includes brand elements, building brand awareness and brand associations, including overall brand perception. Students will formulate a proposal for the development of the brand of the real-life client based on their previously performed analysis.
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Entry knowledge
not applicable
Rules for evaluation and completion of the course
Aims
The aims of the course are to provide students with international teamwork experience and furtherly the abilities to formulate a complex strategy for the brand development of company. Students will be introduced to basic concepts of brand management such as brand identity and positoning, brand elements and brand value. Students will be able to distinguish between marketing communication and brand development and furtherly use the gained knowledge in their own practice.
Study aids
Prerequisites and corequisites
Basic literature
Recommended literature
Classification of course in study plans
branch BAK-Z , 1 year of study, summer semester, elective
Lecture
Teacher / Lecturer
Syllabus
1. Introduction to branding, the basic idea of brand development
2. Brand and its characteristics
3. Research and analytical approach to brand developement
4. Brand development framework of the "Four Bubbles" model
5. Evaluating the market structure from a brand perspective
6. Brand identity and positioning, brand elements, brand value, customer value
7.Brand awareness, brand recognition, brand association, brand image
8. Brand analysis
9. Building a brand book