Class Brand Management

This curricular unit aims to provide students with fundamental knowledge and skills for the creation, development, and strategic management of brands in the current business context. 

Not applicable

1. From Marketing to Branding 1.1 The history of branding 1.2 From products/services to brands 2. The Brand Architecture 2.1 Brand: what it is, its nature and functions 2.2 Brand: object, values, and responses 2.3 Brand Identity Structures 2.4 Brand value evaluation criteria 3. Branding 3.1 Brand development, launch and extension 3.2 Symbols, logos, and slogans 4. Brand Images: Corporate Identity and Visual Identity 5. Brand Equity 5.1 The concept of "Brand-Equity" 5.2 Brand equity valuation models 5.3 Brand Reputation 5.4 Brand and Business 6. Success and failure factors of brands, piracy, and ethical issues 7. Future Brand Trends

The expository method is used for the transmission of knowledge and active methodologies in situations in which students are intended to be involved, through their participation, in the themes addressed.

Brito, C. e Lencastre, P. Novos Horizontes de Marketing. Alfragide: D. Quixote, 1ª Edição, 2014. Keller, K. (2013). Strategic brand management (4 ed. ª). Prentice Hall. Kotler, P. e Armstrong, G. Princípios de marketing. São Paulo: Prentice Hall do Brasil, 1993. Kotler, P. Administração de Marketing. Marketing. Rio de Janeiro: Editora Atlas, 1996. Lencastre, P. (2007). O livro da marca. Lisboa: Publicações Dom Quixote. Lendrevie, J. et al. Mercator da Língua Portuguesa. Alfragide: D. Quixote, 2014. 16ª Edição, 2015