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

Regarding teaching methodologies, mixed methods will be used: lectures, group work and case studies in class that will enable students to acquire the competences defined. The teaching method will be theoretical and practical. The following teaching-learning methodologies will be used: 1. Expository, using audiovisual media to explain the programme contents; 2. Active, through the resolution of practical cases and discussion of case studies and scientific articles; 3. Collaborative, through group work. Also include the innovative methodologies used to support the teaching-learning process.

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.