Course detail

Strategic Brand Management

FP-sbmPAcad. year: 2023/2024

Course is focused on strategic brand development in the context of strategic management of company. Course is based on theoretical concepts brand usable for formulation and implementation of value creating strategy of company. Course defines areas important for understanding of brand nature and importance of brand for company success. Course defines concept of brand on the base of brand elements, brand identity and brand positioning. Course deals with brand development in contemporary global environment.

Language of instruction


Number of ECTS credits


Mode of study

Not applicable.

Offered to foreign students

Of all faculties

Entry knowledge

Not applicable.

Rules for evaluation and completion of the course

The number of points obtained for the preparation and defence of the project is decisive for passing the course:
- Evaluation of the project work from the exercises - up to 60 points (4 consecutive assignments, each worth up to 15 points).
- Exam - The project defence - up to 40 points - takes place in the form of a team discussion. Students must demonstrate knowledge of the project and the problem to be solved and knowledge of the relevant theory.

Preparation and defence of the project
During the project, students work in teams (3-8 members) on a project focused on brand development. The composition of the teams and the project assignment must be submitted electronically no later than the end of the 6th week of the semester. Teams must specify the assignment to include a problem statement, definition of the research and analysis approach, and specification of the design approach. The actual project then includes a specific proposal for brand development. The assignment needs to be developed and submitted before the defense. The project is defended on the date specified in the semester timetable - to be specified in the e-learning. The defenses will take place in the exam period. The length of one defence is 60-120 minutes. The whole team must participate in the defence. Missing members must make up the defence. During the defence, both the knowledge of the project and the problem to be solved and the knowledge of the corresponding theory are evaluated. The team is evaluated as a whole. The evaluation includes peer evaluation of team members, which may reduce the score of those team members who did not perform adequately - details of this evaluation will be provided in the e-learning.

If the student does not work in a team, he/she develops a project and completes the course according to the ISP requirements.
The final classification is based on the total number of points obtained and is in accordance with the ECTS. Remedial terms are governed by the Study and Examination Regulations.
Students with ISP
Elaboration of partial tasks, assignment of a project, a project in the above scope and its final defense. Students with ISP prepare the project independently and do not present partial deliverables.


Goal of course is definition of branding as strategic tool for company development.
Student will learn application of tools of strategic brand development in whole process of strategic management of company development. Students will be able to use techniques brand development for development, evaluation and implementation of business and corporate strategy. Students will know tools usable for brand development and formulation of plan of brand development. Students will be introduced with approach to brand development on local and global market. Students will be familiar with techniques of brand proposal presentation.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KAPFERER, J. N. The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity). 5th ed. Kogan Page, 2012. 512 p. ISBN 0749465158.
KELLER, K. L. Strategic brand management: building, measuring, and managing brand equity. 4th ed. Boston: Pearson, 2013, 562 p. ISBN 978-013-2664-257.

Recommended reading

FLOOR, K. Branding a store: how to build successful retail brands in a changing marketplace. Philadelphia: Kogan Page, 2006. 360 p. ISBN 07-494-4832-6.
AVINASH, K., KULSHRESTHA, C. Branding and Sustainable Competitive Advantage: Building Virtual Presence. IGI Global, 2011. 294 p. ISBN 978-1613501719.


Classification of course in study plans

  • Programme MGR-Z Master's

    branch MGR-Z , 1. year of study, summer semester, elective

  • Programme MGR-IBM Master's, 1. year of study, summer semester, compulsory
  • Programme MGR-SRP Master's, 1. year of study, summer semester, compulsory-optional

Type of course unit



26 hours, compulsory

Teacher / Lecturer


  1. Brand development as strategic concept. Brand as complex business concept. Types of brands. Brand elements. Brand identity and model four bubbles. Brand as competitive factor. Brand and customer value. Levels of brand utilization.
  2. Strategic brand management in the context of hierarchy of firm strategy. Brand architecture. Multi-brand portfolios. Structure of brand development strategy.
  3. Tactical and operational level of brand development. Brand development planning and evaluation. Implementation tools. Presentation of brand proposal.
  4. Internal and external factors of brand development. Analytical tools for strategic brand development.
  5. Concepts of brand identity, brand personality and brand perception. Development of brand for company, store, product and service.
  6. Managing global brands. Growth of local brands. Brand extension. Change of brand.


13 hours, compulsory

Teacher / Lecturer


Elaboration of brand development project.