Overview
Lecturer
Carmen Paștiu
Seminar tutor
Carmen Paștiu
Type of course
Compulsory
Language of instruction
Romanian
Erasmus language
English
Domain
Marketing - Masters
Field of study
Marketing and sales promotion
Form of education
Full-time
Form of instruction
Class
Credit awarded by
Grade
Teaching methods
Lecture, Discussions.
Entry requirements
-
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 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
Learning outcomes
Developing the capacity of instruments using brand differentiation brand portfolio
Developing the capacity for knowledge and understanding of brand building activities.
Assessment
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.