Study Guide

Objective

After completing the course, the student is able to

• identify the significance of the brand and its construction in the customer's business
• apply brand management theory and methods in marketing communication planning
• find ways and solutions for goal-oriented brand development
• take into account the principles of sustainable development in their work

Content

The main content of the course is the key areas of brand marketing and brand building from the perspective of advertising design. The course includes theory and exercises regarding the brand building process, brand elements, brand identities and the importance of brand management. The students learn to understand the impressions and images created through different forms of marketing communication at the product and company level, as well as to design and develop brand concepts.