Předmět Brand Management (MUMM / EBM3)

Na serveru studentino.cz naleznete nejrůznější studijní materiály: zápisky z přednášek nebo cvičení, vzorové testy, seminární práce, domácí úkoly a další z předmětu MUMM / EBM3 - Brand Management, Fakulta managementu a ekonomiky ve Zlíně, Univerzita Tomáše Bati ve Zlíně (UTB).

Materiál	Typ	Datum	Počet stažení

Obsah

- The Introduction to Branding, the Origin of Brands- The Basic Function of a Brand- Brand Names, Types of Brands, Trademarks- The Brand Loyalty and Labeling Products- Identifying and Establishing of Brand, Positioning and Value, the Branding Cycle- Brands and Brand Management- The Brand and Understanding Consumer Behavior- The Brand Knowledge, the Brand Extension, the Brand Position and Evaluation- The Value of Trademarks- Planning and Implementing Marketing Brand Programs- Growing and Sustaining Brand Equity- The Brand´s Impact on the Company Marketing Program- The Strategy of World and the Czech Brands- The Cooperative Brands

Získané způsobilosti

Student has knowledge about understanding the importance of evaluating and planning brand strategies, is qualified to make better branding decisions. Topics covered the branding cycle, the brand knowledge, the brand equity, the value of trademarks and marketing actions to influence the consumer.

Literatura

KELLER, K. L. Brand Management. 2nd ed. New Jersey: Prentice Hall. 2003. ISBN 0-13-041150-7.KAPFERER, J. Strategic Brand Management, Kogan Page, London, 1992. KELLER, K. L. Best Practice Cases in Branding: Lessons from the World´s Strongest Brands. New Persey: Prentice Hall, 2003. ISBN 0-13-141133-0.TROUT, J. Big Brands, Big Trouble: Lessons learned the hard way, Chichester, Wiley, New York, 2001. OLINS, W. Corporate Identity: making business strategy visible through design, Thames and Hudson, London, 1990. ROBERTS, K. Lovemarks: the future beyond brands, Murdoch Books, 2004. AAKER, D. Managing Brand Equity: capitalizing on the value of a brand name, Free Press, New York, 1991. BAKER, S. Re-Reading The Corporate Personality, Journal of Design History, Vol 2, No. 4, 1989. BUCHHOLZ, A. et al. What Makes Winning Brands Different,Chichester, Wiley, 2000.

Požadavky

Způsob zakončení předmětu - zkouškaRequirements for credit - development of the marketing study of a choisen brandRequirements for the exam - written test, must be written to at least 60 %, followed by oral examination in the range of knowledge of lectures and seminars

Garant

doc. Ing. Miloslava Chovancová, CSc.

Vyučující

doc. Ing. Miloslava Chovancová, CSc.