Ternopil Ivan Puluj National Technical University

Каф. менеджменту та адміністрування

Brand management


1. Educational programs for which discipline is mandatory:

# Educational stage Broad field Major Educational program Course(s) Semester(s)
1 bachelor's 7. Управління та адміністрування 073. Менеджмент (бакалавр) 3 5

2. The course is offered as elective for all levels of higher education and all educational programs.

3. Information about the author of the course

Full name Lutsykiv Ivanna
Academic degree Cand. Sc.
Academic title Assoc. Prof.
Link to the teacher`s page on the official website of the University
Е-mail (in the domain

4. Information about the course

Study hours structure Lectures: 32
Practical classes: 16
Laboratory classes: 0

Amount of hours for individual work: 42
ECTS credits: 3
Teaching language english
Form of final examination credit
Link to an electronic course on the e-learning platform of the university

5. Program of discipline

Description of academic discipline, its goals, subject of study and learning outcomes

Purpose is to provide a comprehensive overview of the theoretical foundations and best managerial practices of strategic brand management.
A student has to demonstrate such learning outcomes on the discipline (write 5-7 outcomes):
1. to know how to generate ideas for brand strategy including the contents of the brand positioning statement illustrated with examples from a number of leading brands;
2. to acquire knowledge about notions and key-concepts related to branding;
3. to know the role of the brands and the benefits of branding for the consumer and the manufacturer;
4. to know the characteristics of the different types of brands and brand strategies;
5. to know the measurement of brand equity, meaning and performance;
6. to acquire skills in managing brands over the time and introducing and naming new products;
7. to know how to formulating and implementing brand strategies.

Contents of the academic discipline

Lectures (titles/topics)

Topic 1. Fundamentals of brand management
1. The importance of branding for businesses.
2. The development and essence of brand management.
3. The value and benefits of the brand.

Topic 2. Trade marks and trade token (symbol)
1. Comparing the terms of “brand”, “trade mark” and “trade token”.
2. The concept of trade mark.
3. The trade mark process and rights conferred by trade marks.
4. The essence and protection of trade token (symbol).
5. Procedure of registration the trade token (symbol).

Topic 3. Methods of creating a strong brand
1. Brand manifestations.
2. The rules for creating and principles of successful branding.
3. Cycle of creation a brand.
4. Managing the brand

Topic 4. Brand equity
1. Brand value and power.
2. The concept of brand equity.
3. Building and managing of brand equity.
4. Managing the brand.

Topic 5. Brand awareness and creating of brand loyalty
1. Creating the name and visualization of brand.
2. Brand awareness.
3. Levels of brand recognition.
4. The brand pyramid.

Topic 6. Sustainability and challenges of brand
1. The concept of sustainability brand.
2. Sustainability brand name selection.
3. Brand challenges.
4. Strategic brand management process.

Topic 7. Brand valuation
1. The concept of brand valuation.
2. Valuation methodologies.
3. The approaches of brand valuation.

Practical classes (topics)

Topic 1. Fundamentals of brand management
Topic 2. Trade marks and trand token (symbol)
Topic 3. Methods of creating a strong brand
Topic 4. Brand equity
Topic 5. Brand awareness and creating of brand loyalty
Topic 6. Sustainability and challenges of brand
Topic 7. Brand valuation

Learning materials and resources

1. D. A. Aaker Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity. – 2004. – 433 p.
2. K. L. Keller Designing and Implementing Branding Strategies // Journal of Brand Management. – 2000. – 6/5. – p. 315.
3. K. K. Desai, K. L. Keller The effects of brand expansions and ingredient branding strategies on host brand extendibility // Marketing. – 2002. - 66(July). – p. 73-93.
4. K.L. Keller, B. Weitz, R. Wensley Branding and brand equity. – Handbook of Marketing. Sage Publications. – London, UK. – 2004. – p. 356.
5. K. L. Keller Strategic Brand Management: Building, Measuring, and Managing Brand Equity. - 2nd ed. Prentice Hall, Upper Saddle River, NJ. – 2003. – p. 563. 6. T. Erdem, J. Swait. Brand credibility, brand consideration, and choice // Consumer Res. – 2004. – 31(June). – p. 191-198.

6. Policies and assessment process of the academic discipline

Assessment methods and rating system of learning results assessment

Credit consists of 2 tests and individual work. Each test will contain both multiple-choice and short answer questions. When performing an individual work, the student must independently find the necessary scientific information; to analyze real facts related to the activities of different enterprises; be able to express their own thoughts, to argue suggestions and to properly submit them. Practical part of individual work should be performed according to the recommended plan on the example of the investigated enterprises. Individual work is done in the form of an abstract. The total amount of individual work 10-15 pages.

Table of assessment scores:

Assessment scale
(100 points)
(4 points)
90-100 Excellent А
82-89 Good B
75-81 C
67-74 Fair D
60-66 E
35-59 Poor FX
1-34 F
Approved by the department
(protocol №
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