Branding

Code	12566
Year	1
Semester	S2
ECTS Credits	6
Workload	TP(30H)
Scientific area	Marketing
Entry requirements	None
Mode of delivery	Face to face theoretical and practical
Work placements	Not Applicable
Learning outcomes	Understand the State-of-the-art of theories, methods and techniques of branding research and think how these methods and techniques have been applied in researches in academic and business, in order to help students to develop research projects in branding At the end of the course the student should be able to: Describe the crucial elements of the brand management process Understand the relationship between consumers and brands Use the theoretical models to build and manage brand equity Establish strategies to improve brand image Managing brands in global markets and in the Internet
Syllabus	Strategic Brand Management Brands and consumers Building, managing and measuring Brand Equity Managing Brand image Global Branding Branding in the web.
Main Bibliography	Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press. De Chernatony, L. ; McDonald, M. (2003), Creating Powerful Brands, Butterworth-Heinemann, 3rd ed. Kapferer, Jean Noel (1992) “Strategic brand Management”, The Free Press, New York Keller Kevin Lane (2003) “Strategic brand Management”, Person Education, New York
Language	Portuguese. Tutorial support is available in English.