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katalog przedmiotów - pomoc

Brand Management on International Market 235101-D
Konwersatorium (KON) Semestr zimowy 2019/20

Informacje o zajęciach (wspólne dla wszystkich grup)

Liczba godzin: 30
Limit miejsc: (brak limitu)
Zaliczenie: Zaliczenie
Zakres tematów:

The essence and functions of brand. The scope of using brands in marketing activity of enterprises, other institutions (sports brands), cities, regions and countries (nation brands).

Trends in the environment determining brand management. Consumer trends and brand management - international context. Business model and brand management. Brand equity, brand value and brand strength. Brand equity elements.

Attributes of the strong brand. Brand loyalty. Segmentation of customers basd on the criterion of the brand loyalty. Brand awareness. The levels of the brand awareness. Other attributes of the strong brand.

Strong brands atributes: The identity and image of the brand. Designing brand identity. The perceived quality of the brand.

The life cycle of the brand. Development of the brand at various stages of the brands' life cycle. The process and tools of the brand strengthening / revitalizing. Case studies of the brand strengthening / revitalizing. Creating a portfolio of brands. Brand extension.

Re-branding - determinants and implementation.

Brand management in the international market. Developing the portfolio of brands in the international market.

Effect of country of origin and international branding. International strategies of brands from emerging markets.

Luxury products and luxury brands - definitions, typology, functions. Market of luxury brands and luxury products. Luxury brands marketing-mix. New tendencies in luxury brands management.

Private/store brands strategies- international context.

Legal aspects of brand management. The trademark protection. Brand protection against imitation. Dimensions of the brand evaluation: equity, strength and value of the brand. Marketing and financial methods of the brand evaluation.

The essence of brands of places (cities, regions, countries-nation brands). Determinants of creating strong brands of cities, regions and nation brands. Process and organization of cities', regions' and nations' brands creation.Case studies of the nation brands, cities brands and regions brands creation.

Presentation and evaluation of brand revitalization projects developed by students.

Presentation and evaluation of brand revitalization projects developed by students.

Presentation and evaluation of brand revitalization projects developed by students.

Grupy zajęciowe

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Grupa Termin(y) Prowadzący Miejsca Akcje
Opisy przedmiotów w USOS i USOSweb są chronione prawem autorskim.
Właścicielem praw autorskich jest Szkoła Główna Handlowa w Warszawie.