Branding

Course description

Course description

The course is aimed at applying marketing and approaches for making branding decisions. Topics cover a very advanced knowledge of the branding cycle, brand knowledge, brand equity, the value of trademarks, and marketing actions that influence consumer behavior.

Course objectives

Upon successful completion of this course, students will be able to:

Apply the principles of modern brand management
Analyse different foundations that are used to value brands
Demonstrate a clear understanding of the brand and the brand strategy
Formulate, evaluate, and justify brand development decisions
Discuss brand management theory

Course topics

Brand management within the marketing environment
Product Branding
Brand Identity
Brand Equity
Planning and implementation of brand marketing programs
Measurement of brand performance
Targeting and understanding consumers
Personal branding

Evaluation

In-class activity
Presentation
Written final exam

Number of credits

3 ECTS credits

Lecturer

Jan Závodný Pospíšil, Ph.D.

Jan Závodný Pospíšil, Ph.D.

Jan Zavodny Pospíšil is a senior lecturer at the Department of Management, Faculty of Management. His main research interests are in management, marketing communications, consumer behavior, sustainability in businesses and behavioral economics. He is the author/co-author of more than 30 papers in peer-reviewed journals and at conferences. His hobbies include traveling, beekeeping, and different types of woodworking including house construction framing.