Module 1 offers the basis for all brand knowledge and for integrating branding processes. It explains all the crucial and fundamental roles of brands. It addresses the numerous brand perspectives and functions. Brand management is presented as a holistic and ongoing process comprising economic, psychological and logistical elements.

Participants learn about who is involved in the brand business, what kinds of brands we have, what are the development possibilities of brands, and which changes we face in the different periods of a brand lifecycle. Module 1 explains the brand’s marketing roles, shows how to act and interact with brands and finally how to manage them in competitive markets.

In MODULE 1 participants acquire the following knowledge and related skills:

• Brand origin and the role of branding through time
• Brand as an economic category
• The anatomy of brands
• The nature of brands and the brand’s belief
• Different brand views, brand perceptions and their roles in marketing
• wo poles of any brand: the buyer/consumer pole and the owner/producer pole
• Brand stakeholders
• Organisational culture and brands, internal branding
• Characteristics of valuable brands
• Brand differentiaton and added value
• Market - driving brands
• The role of brands in merger and acquisition processes
• Corporate brands and product brands
• Service brands and chain-store brands
• Private labels
• Brand stretching and brand migration
• Role of brands in merger and acquisition processes
• The architecture of brand portfolios
• The brand lifecycle – the different brand behaviours in each lifecycle period
• Brand management – the lifelong brand process – from brand building to brand stamina

Lecturers:

Andrej Pompe - Head of Module 1
Leslie de Chernatony
Milena Štular
Renata Varga