Course aims:

The main aim of the course has in view the students’ familiarization with the concepts of brand, branding, brand strategy etc.
Developing the capacity to identify ways by which brand portfolio strategy can solve a number of problems specific business strategies
Developing the understanding of brand relevance, given that the market is very dynamic

Course Entry Requirements:

-

Course contents:

1.Brief history and definition of the brand. Brand management principles. 2. Concepts : Corporate Brand Identity Brand elements, Brand communication 3. Choosing a brand strategy. Applicability of brand strategy. The benefits of a brand strategy 4. The value of the brand. Brand image. The added value of the brand. 5. Development of a brand. Developer Tools brand. 6. Name the brand - brand management 7. Design a brand name 8. Legal protection of brand 9. Brand portfolio 10. The brand value in organization

Teaching methods:

Lecture, Discussions.

Learning outcomes:

Developing the capacity of instruments using brand differentiation brand portfolio Developing the capacity for knowledge and understanding of brand building activities.

Learning outcomes verification and assessment criteria:

Written test examination - 60%, Verification during the semester (project) - 40%. Semester project

Recommended reading:

• Birkin, Michael (1994). "Assessing Brand Value," in Brand Power.
• Fan, Y. (2002) "The National Image of Global Brands", Journal of Brand Management, 9:3, 180–92, available at Brunel.ac.uk
• Gregory, James (2003). Best of Branding.