Infopaket

Brand Management

1.16

Обов’язкова дисципліна для ОП

Second

2023/2024

2 Semester

5

To know the concepts of brand management and its role in the management of enterprise, the brand essence as a key element of market assets; basics of creating and managing a brand in a highly competitive market, the principles of launching a new brand to market and managing an existing brand; types and roles of brands in the enterprise's portfolio; criteria for assessing brand capital. To apply the principles of brand portfolio creation; to think analytically and use information from marketing research; to create a brand for increasing of the enterprise’s value in the market.

Full-time form

To know basics of economic theory and international economics, research methodology, main principles of strategic management and international management, basics of strategic analysis of international markets, basic concepts of economic and mathematical modeling, key factors of creation the global and international strategies. To analyze the market situation, work with data received from marketing research, assess the effectiveness of enterprises; search, analyze and present marketing information.

The program of the discipline involves the study of brand characteristics and its effective development. The program reviews brand concepts, methods of brand creation, identification, positioning and also building up of perceptual maps and management of brand and brand system. The program studies brand performance indicators, brand management cycles and the role of brand management; analyzes brand portfolio, brand system management, internal positioning of brands.

1. Malinic R. Book of Branding: a guide to creating brand identity for start-ups and beyond. – Brand Nu Limited, Esher, UK, 2019. – 256 p. 2. Rowles D. Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. – Kogan Page Ltd, London, 2017. – 232 p. 3. Аакер Д. Создание сильных брендов – М.: ИД Гребенникова, 2003. – 440 с. 4. Длігач А.О. Стратегічне маркетингове управління. – К.: Алерта, 2012. – 272 с. 5. Длигач А.А. Системно-рефлексивный маркетинг. – К.: Алерта, 2014. – 400 с. 6. Миллер Д. Метод StoryBrand. Расскажите о своем бренде так, чтобы в него влюбились – Альпина Паблишер, 2020. – 232 7. Девис С.М., Управление активами торговой марки. – СПб: Питер, 2001. – 272с. 8. Прингл Х., Томпсон М. Энергия торговой марки. – СПб: Питер, 2001 – 288 с. 9. Траут Джек Новое позиционирование. – Спб.: ПИТЕР, 2000, 190 с.

Lection, seminars

Module test, home work, project work

Ukrainian