Lecture (topic): 1. Brand history, definition of basic concepts, defference between product and brand, luxury and premium brand. 2. Basic attributes of the brand - identity. 3. Basic attributes of the brand - brand association, brand personality. 4. Logo, name, colors, slogan, brand leaders, packaging, corporate philosophy as a part of the brand. 5. legal protection - logo, trademark, Industrial Property Office. 6.Brand equity by Aaker and Keller, basic attributes of brand equity - brand awareness, quality in relation to the price. 7. Methods of measuring brand equity - an estimate of the assets of the brand, measure customer loyalty, measure of association, measure of brand awareness, the world's most valuable brands. 8. Methods of measuring brand equity based on customer opinion - qualitative methods (free association, projective methods, brand personality and value), quantitative methods (brand awareness, image, reaction to the brand, brand relationship). 9. Satisfaction and loyalty to the brand - concepts of building satisfaction and loyalty, relationship among satisfaction and loyalty, benefit for the enterprise. 10. Strategic brand management - consistency/change, width and depth of the brand, brand strategy. 11. Luxury brand building - strategy, key attributes, story of luxury brand building. 12. Brand in the fashion industry - brand position in the fashion industry, categories of fashion brands by price and quality. 13. Brand in the food industry: restaurant, fast food, shops, food retail, food - specification, example, case study. Seminars: 1. Introductory seminar - definition of basic brand concepts. 2. Brand attributes - attributes of energy drinks on the Czech market - questionnaire for attribute measuring. 3. Logo and color schema as a part of the firm image/brand image - McDonald´s case study. 4. Satisfaction and loyalty to the brand - measuring methods, factors building satisfaction and loyalty. 5. Luxury brand building - luxury brand attributes, case study - the world's most valuable brands. 6. Brand in the fashion industry - brand clothers, categories of fashion brands by price and quality.
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AAKER, D. A. Brand Building -Vytvoření silné značky a její úspěšné zavedení na trh.. Brno: Computer Press, 2003. ISBN 80-7226-885-6.
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CHERNATONY, L. Značka - od vize k vyšším ziskům. Brno: Computer Press, 2009. ISBN 978-80-251-2007-1.
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KELLER, K. L. Strategické řízení značky. Praha: Grada Publishing, 2007. ISBN 978-80-247-1481-3.
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OKONKWO, U. Luxury online. New York: Palgrave Macmillan, 2010. ISBN 978-0-230-55536-5.
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SHARP, B. Jak se budují značky: co obchodníci nevědí. Praha: Dobrovský, 2018. ISBN 978-80-7390-618-4.
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TAYLOR, D. Brand management. Brno: Computer Press, 2007. ISBN 978-80-251-1818-4.
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