Module 4 will explain how to bring brands to life, how to interact with different channels, how to adapt messages to them and how to manage the media. Creating the right message, choosing the proper touch points, evaluating communication possibilities, forming a unique communication mix along with measuring the results of brand communication are crucial for the brand position and management of brand budgets. Another topic is handling and managing relations with production houses and the media. Here special attention is paid to brand placements and brand rituals.

A special topic is brand law in the EU and outside the EU and it stresses the importance of proper legal brand protection in order for the brand to be safe as one of the most important business properties. Students will learn which legal steps have to be taken for a brand to become intelectual property and create capital value. Some cases of poor legal brand maintenance will show how neglecting the legal protection of a brand can be reflected in a capital loss.

In MODULE 4 participants acquire the following knowledge and related skills:

• Brand message – the key components of an effective brand message
• Evaluation of message suitability
• The brand story – the strongest enhancer of the brand message
• Connection points, touch points and the magic perceptual triangle
• Offline communications, offline media = ATL & BTL
• Online and digital communications, online and digital media
• Adapting the brand message to different media types
• Brand PR, publicity and events
• Alternative media – more effective and better price/performance brand communication
• Brand rituals & brand placement
• The communication brief and basic guidelines for media planning and buying
• The communication mix
• The brand as industrial and capital property, the value and subject of events
• Brand equity and its role in merger and acquisition  processes
• Brand legal rights – registration & other legal subjects
• Legal brand malfunctions and actions – the loss of brand rights
• Actual changes in legal protection

Lecturers:

Milena Fornazarič – Head of MODULE 4
Gianni Catalfamo
Manfredi Ricca
Mira Rajh
Andrej Pompe
Darek Zatorski