Study Guide

Objective

Having completed this study unit

- You know the theory and practices of branding and brand building
- You know how to manage branding and brand building
- You understand the correlation between strategy and brand as well as how create and manage meaningfulness in brands
- You understand the importance of brand management in business as well as the risks and opportunities related to it.
- You are able to evaluate brands with different methods and tools.
- You understand the role of sustainability when building sustainable and long-lasting brand.
- You can use tools necessary to reach goals set for a personal or/and professional brand
- You know how to use branding as a tool in your field of study

Competences: Marketing, Sales and Project Management Competence, Internationalism and Multiculturalism Competence

Content

- Theory and practices of branding and brand building
- Correlation between strategy and brand
- Creating and managing meaningful brands
- Branding as a tool
- Brand management
- Brand evaluations with different methods and tools
- Role of sustainability in brand building
- Personal and professional brand

Assessment criteria, satisfactory (1)

Level 1
Branding and Brand Building
You know the key theories and concepts of brand management and its meaning in business.
You know the basic methods and tools of brand management and can apply them in practice with assistance.
You can analyze brands under guidance using various frameworks and brand tools.
You are able to use tools necessary to reach goals set for a personal or/and professional brand with assistance.

Level 2
Branding and Brand Building
You are able to explain the key theories and concepts of brand management.
You understand the basic methods and tools of brand management and can apply them in practice.
You can analyze brands under guidance using various frameworks and brand tools.
You are able to use tools necessary to reach goals set for a personal or/and professional brand.

Assessment criteria, good (3)

Level 3
Branding and Brand Building
You understand the key theories and concepts of brand management.
You can analyze brands using various frameworks and brand tools.
You have a good understanding of the basic methods and tools of brand management and can apply them in practice.
You can analyze brands using various frameworks and brand tools.
You can evaluate analyses produced by others.
You are able to use tools suitable to reach goals set for a personal or/and professional brand.

Level 4
Branding and Brand Building
You have a good understanding of the key theories and concepts of brand management.
You can analyze brands using various frameworks and brand tools and make conclusions.
You have an overall understanding of the methods and tools of brand management and can fluently apply them in practice.
You can analyze brands by using various frameworks and brand tools.
You can evaluate analyses produced by others.
You are able to use tools suitable to reach goals set for a personal or/and professional brand and evaluate the choices made.

Assessment criteria, excellent (5)

Level 5
Branding and Brand Building
You have an overall understanding of the key theories and concepts of brand management.
You can analyze brands using various frameworks and brand tools and make analytical conclusions.
You have a holistic understanding of the methods and tools of brand management and can foresee the effect of brand management in business.
You can analyze brands by using suitable frameworks and brand tools.
You can critically evaluate analyses produced by others.
You are able to use tools suitable to reach goals set for a personal or/and professional brand and critically evaluate the choices made.