BREND MENADŽMENT

After passing this exam, students will be able to: Describe the basic categories of brand management, as well as point out the importance of brand in marketing; Explain the connection between the modern consumer and the brand; Point out methods of creating fundamental values of the brand and positioning strategies (in the case of a specific company); Discuss about identity features and characteristics of the brand, as well as explain the brand architecture; Explain the internal and external implementation of the brand management approach, in the case of a concrete company; Analyse the strategic alternatives of brand development, as well as discuss about specific areas of branding (branding of destinations, services, people, etc.); Develop the strategy for managing with products, prices, sales channels and brand promotion; Describe methods of managing the brand and classify methods for the measuring brand value;