ISLA Santarém 11321

Brand Management

• ApresentaçãoPresentation

    The course presents the nature and function of the brand, identifies its constituent factors and types of identity, addresses performance metrics, image, positioning, and brand policies, integrating the brand into the company's portfolio and communication strategy, with an ethical focus and respect for intellectual property.
• ProgramaProgramme

    1. The nature and functions of the brand. 2. The factors that shape the brand. 3. Analysis and performance metrics. 4. Brand esteem and familiarity. 5. Brand types and identity. 6. The product and service offering portfolio and brand management. 7. Image, awareness, and positioning. 8. Brand policies. 9. The brand communication mix. 10. New brand trends.
• ObjectivosObjectives

    O1. Present the nature and function of the brand. O2. Identify the factors that make up the brand. O3. Present and discuss metrics for brand performance analysis. O4. Discuss the types and identity of brands. O5. Integrate the brand into the product and service portfolio. O6. Present concepts related to brand image and positioning. O7. Characterize brand policies. O8. Convey ethical values and respect for intellectual property. O9. Analyze the image and positioning of a brand. O10. Define a brand communication policy, integrating it into the company's communication strategy.
• BibliografiaBibliography

  Beverland, M. & Cankurtaran, P. (2024). Brand Management, Co-creating Meaningful Brands. SAGE Publications Ltd. Burmann et al., (2023). Identity-Based Brand Management, Fundamentals—Strategy—Implementation—Controlling. Spring Nature Link. Singh, J. & Shukla, P. (2024). Brand Management, Principles and Applications for Effective Branding. KoganPage. Wheeler, A. & Maeyerson, R. (2024). Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding. Wiley.
• MetodologiaMethodology

    In-person: 1. Theoretical/practical classes: presentation of concepts, discussion, and application of program content in various contexts. 2. PBL-based learning - Problem/Project-based learning Independent: 3. Consolidation of content taught in class through additional research on the different topics and content covered and development of complementary work.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Optional
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Avaliação curricular (contínua):
  A avaliação curricular é composta pela realização de um trabalho de grupo e um teste, em que são aplicados os principais conteúdos programáticos.
  A avaliação final é orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.
  Fórmula de cálculo:
  - TP (Trabalho de Pesquisa) - 50%
  - T (Teste) – 50%
  Todos os estudantes que neste regime de avaliação tenham obtido média inferior a 9,50 valores são avaliados em avaliação final.
  Avaliação final:
  Nas épocas normal, de recurso e especial a avaliação será orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.