Class Brand Management

The central objective of the Brand Management course is to enable students on the Commercial Management degree programme to develop strategic and operational skills in brand management. This course focuses on understanding and applying the main concepts, strategies, techniques and tools used in brand management. It covers a wide range of topics related to the dimensions of brands, from brand identity, brand positioning, brand image and brand equity.

Not applicable

1. From Marketing to Branding 2. The Brand 2.1 Nature, functions and dimensions of the Brand 2.2 Brand: object, values and responses 2.3 Brand identity structures 2.4 Brand architecture 2.5 Brand positioning 3. Branding 3.1 Brand development, launch and extension 3.2 Symbols, logos and slogans 4. Brand Identity and Brand Image 5. Brand Equity 6. Branding and the SDGs of the UN 2030 Agenda 7. Future brand trends

The methodology employed is Problem-Based Learning (PBL), specifically utilizing case studies. The approach focuses on skill development through the following dynamics: Case Analysis (a detailed study of seven practical real-world cases, resulting in oral assessment sessions); Teamwork (solving the presented real-world scenarios in groups); Oral Presentation (students presenting and defending their solutions); and Critical Discussion (constructive in-class debate following each presentation). Ultimately, this active learning methodology engages students in a participatory and practical manner, fostering the development of critical thinking, collaboration, and autonomy. Examples include problem-based learning, projects, case studies, and group activities, wherein students become active agents in the knowledge-building process rather than passive recipients of information.

Aaker, D. (2009). Managing brand equity: Capitalizing on the value of a brand name. Simon & Schuster. Aaker, D. (2010). Building strong brands. Simon & Schuster. Aaker, D., & Moorman, C. (2023). Strategic Market Management (12th Edition). John Wiley & Sons. Keller, K. L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring and Managing Brand Equity (5th Global Edition). Pearson. Kotler, P., & Armstrong, G. (2020). Principles of marketing (18th ed.). Pearson. Kotler, P., & Keller, K. L. (2021). Marketing management (Global Edition, 16th ed.). Pearson Higher Ed. Lencastre, P. (2007). O Livro da Marca. Coleção Gestão & Inovação. Dom Quixote. Lendrevie, J., Lindon, D., Dionísio, P., & Rodrigues, V. (2015). Mercator da língua portuguesa: teoria e prática do marketing (16ª ed). Leya.