Brand Communication

Presentation

The brand communication curriculum deals with understanding the process of developing, positioning and maintaining / managing the brand image of organizations so that they can maintain superior performance in the market.

Programme

Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

3 |Mandatory |Português

Code

ULP1652-14508

Recommended complementary curricular units

Operational Marketing

Professional Internship

Não

Syllabus

1.The Brand

- The history of the brand

- From products to brands

2.The brand architecture

- The pillars of the brand

- Brand identity structures

- Brand value proposition

3. Strategic brand communication

- Brand launch, relaunch, development and extension.

- From Broadcast to interaction and engagement

- Brand communication mix

4.Brand-Equity

- The Brand-Equity concept

- Brand-Equity assessment models

5. Social impacts of brand value and future trends of brands

Objectives

- Understand the concepts and bases inherent to brands;

- Understand the importance of brand history and its implications;

- Define and state the functions of the brand and the identity of the brand;

- Understand brand positioning and management strategies;

- Be able to identify and understand symbols, logos and slogans;

- Being able to identify factors of success and failure of brands;

- Apply brand valuation criteria;

- Understand the social impacts of brand value;

- Identify future trends

Teaching methodologies and assessment

Classes taught in theoretical and practical environment with monitoring of the group work developed during the semester.

1. Continuous Evaluation

- Assessment form (50%)

- Individual Activity (30%)

- Practical group work (20%);

2. Final Evaluation

Students who do not succeed in continuous evaluation can perform tests in evaluation times set by the institution.

References

AAKER, D. (2010). Building strong brands. Simon & Schuster, Ltd.

BELCH, G., & BELCH, M. (2018). Advertising and promotion: An integrated marketing communications perspective. New York: The McGraw ¿ Hill Companies, 11th Edition

CLIFTON, R. e SIMMONS, J. (2018). O mundo das marcas. Lisboa: The economist, Conjuntura Actual Editora

KEELER, K. (2013). Strategic Brand Management. Prentice Hall. 4ª Edição.

LENCASTRE, P. (2007). O livro da marca. Lisboa. Publicações D. Quixote.

OLIVEIRA, C. (2019). Brand Management na era digital e humana: a gestão para o sucesso. Lisboa: Conjuntura Actual Editora

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