Szkoła Główna Handlowa w Warszawie - Centralny System UwierzytelnianiaNie jesteś zalogowany | zaloguj się
katalog przedmiotów - pomoc

Brand Management on International Market 235101-D
Konwersatorium (KON) Semestr zimowy 2020/21

Informacje o zajęciach (wspólne dla wszystkich grup)

Liczba godzin: 45
Limit miejsc: (brak limitu)
Zaliczenie: Egzamin
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).

Determinants of brand management. Trends in the environment determining brand management. Consumer trends and brand management - international context. Business model and brand management. Brand architecture/portfolio.

Brand evaluation. Brand equity, brand value and brand strength. Brand equity attributes. Brand awareness. The levels of the brand awareness. Brand loyality. Other attributes of the strong brand.

Brand equity atributes. The identity and image of the brand. Designing brand identity. The perceived quality of the brand. Brand situation analysis. SWOT brand analysis on a foreign market.

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. The tools of creating and revitalizing of a brand. Brand extension. New brand development

The tools of the brand strengthening / revitalizing: brand aliances and the creation of brands applying via Intenet.

Brand management in the international market. Developing the portfolio of brands in the international market. Brand and brand portfolio standardization vs adaptation.

Country of origin effect and international branding. Country of origin and its dimensions. Brand strategies in terms of the COO effect. International strategies of brands from emerging markets.

Luxury products and luxury brands - definitions, typology, functions. Tendencies in the international market of luxury brands and luxury products. Luxury brands marketing strategies - international context. New tendencies in the 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).

Rebranding - definitione, motives and types. Rebranding proces.

CSR and brand creation.

Brand revitalization project - presentation and evaluation of projects developed by students.

Brand revitalization project - presentation and evaluation of projects developed by students.

Grupy zajęciowe

zobacz na planie zajęć

Grupa Termin(y) Prowadzący Miejsca Akcje
1 każdy wtorek, 17:10 - 19:45, sala 210
Marzanna Witek-Hajduk, Anna Grudecka, Bartosz Targański, Anna Napiórkowska 23/20 szczegóły
2 każdy czwartek, 17:10 - 19:45, sala 210
Marzanna Witek-Hajduk, Anna Grudecka, Bartosz Targański, Anna Napiórkowska 23/20 szczegóły
Wszystkie zajęcia odbywają się w budynku:
budynek A
Opisy przedmiotów w USOS i USOSweb są chronione prawem autorskim.
Właścicielem praw autorskich jest Szkoła Główna Handlowa w Warszawie.