Brand communication

obligatory courses

Classroom

Shaping brands - procedure STP (segmentation, targeting, positioning). The strategy, the essence, the meaning, identity, image, personality archetype, architecture, badges, brand characteristics. Factors affecting the value and strength of the brand. The process, criteria and much brand positioning. Elements of visual communication. Corporate brand, product, personal, national. Storytelling. Ways of brand communication.

Shaping brands - procedure STP (segmentation, selection of target groups, positioning the market offer). Characteristics of a good brand. Vision, mission, brand attributes, areas of competence, signals the brand, core values, expressive, functional.

The strategy, the essence, the meaning, identity, image, personality archetype, architecture, badges, brand characteristics. Factors affecting the value and strength of the brand. Storytelling. Ways of brand communication.

Process and instruments for launching on the market. Construction of brand strategy. Being, identity, architecture, brand personality. Building a strong and recognizable brand. The benefits of having a recognizable brand for customers and brand owners. Branding in a variety of industries.

Visual identity and its elements. Sign, colors, lettering, shape, brand name. Advertising, sponsorship and brand PR. Insight advertising. Communication advertising brands. Traditional and modern media in brand communication. The most famous Polish and foreign brands.

Global brand, corporate, product, personal, national. Features of the individual brands. "Made in .." - if it is worth it. National branding. Internal and employer branding.

Architecture brand. The portfolio of brands - brand portfolio management. Brand-umbrella. Stretching the brand. Rebranding. The process, criteria and much brand positioning. Determining target groups.

 Kall J., Jak zbudować silną markę od podstaw, Wydawnictwo Helion, Gliwice 2006

 Kończak J. Bylicki P, Marka korporacyjna i jej komunikacja, Public Dialog, Warszawa 2018

 Daszkiewicz, Wrona, Kreowanie marki korporacyjne, Warszawa 2014

 red. M. K. Witek-Hajduk, Zarządzanie silną marką, , Oficyna Wolters Kluwer business, Warszawa 2011

 Altkorn J., Strategia marki, Polskie Wydawnictwo Ekonomiczne, Warszawa 1999

 Dębski M., Kreowanie silnej marki, PWE, Warszawa 2008

 Marconi J., Marketing marki. W jaki sposób tworzyć, zarządzać i rozszerzać wartość marki, K.E. Liber, Warszawa 2002

 Altkorn J., Kształtowanie rynkowego wizerunku firmy, Wydawnictwo Akademii Ekonomicznej w Krakowie, Kraków 2002

 De Chernatony, Marka. Wizja i tworzenie marki, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2003

 Olins W, O marce, Instytut Marki Polskiej, Warszawa 2004

 Kall J., Silna marka. Istota i kreowanie, PWE, Warszawa 2001

 Pringle H., Gordon W., Zarządzanie marką, Rebis, Warszawa 2008

 Kall J., Kłeczek R., Sagan A., Zarządzanie marką, Oficyna Ekonomiczna, Kraków 2006

Knowledge

1. With the construction and management of the brand.

2. Knowledge of basic terminology associated with the brand.

3. Knowledge of ways of defining target groups, ways of brand positioning.

4. Concerning the different kinds of brands of its features and the benefits they bring.

5. Knowledge of the processes, the introduction of brands on the market, construction, rebranding issues.

6. Basic knowledge of the visual identity and its elements.

7. Concerning rules of brand communication, the role of sponsorship, public relations and advertising communication.

8. Concerning the factors affecting the value and strength of the brand

Skills

1. The ability to choose the best way of positioning

2. The basic ability to draw brand strategy.

3. Ability to prepare the strategy of brand communication and selection methods and channels of communication.

4. Analysis of visual identification of brands and determine their significance.

5. Analyses brand building, management, rebranding processes, creating brand portfolios.

Other competences

1. Understands the need for creative, custom thinking in brand communication

2. Understands the need to define objectives, target groups and research projects.

Work in class (100 proc)

None