Product and Brand Strategies 130941-D
Konwersatorium (KON) Semestr zimowy 2026/27

Product definition and concept. Classification of consumer products and corporate consumer products.

Product features and functions analysis, benefits offered to buyers / users.

Product packaging.

Product life cycle. Marketing strategy at subsequent stages of the product life cycle.

Product innovations and launching a new product.

Offer / product differentiation and positioning.

Product and market strategies.

Brand essence and functions. Legal aspects of product / brand strategy.

Decisions related to the brand management process.

Brand identity.

Brand capital and value assessment.

Methods of product / brand situation analysis (GE matrix, SWOT analysis).

Company assortment and brand portfolio. Brand extension strategies.

Essence, expressions and effects of brand cooperation.

Presentation of group work on product and brand strategy.