Branding Si Brand Management

8/12/2019 Branding Si Brand Management

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UNIVERSITATEA BABE-BOLYAI CLUJ-NAPOCAFACULTATEA DE TIINE POLITICE, ADMINISTRATIVE I ALE COMUNICRIISPECIALIZAREA: PUBLICITATEANUL UNIVERSITAR 200-20SEMESTRUL IV

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T)1 ).)/)"+): BRANDIN5 I BRAND MANA5EMENTC$1: UTP2226N1&3% + %+)+:7L$1 + +.#381%'%+:Facultatea de tiine Politice, Administrative i ale ComunicriiP%$*%'&'%+' 9" $%'% ' '))3()$%:Sptmnal 2 ore de curs + 1 ora de seminar

Conform orarului afiat la sediul facultii

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O4)+)++ 1%.11) ; ).)/)"+):0o-ndirea cunotinelor i a-ilitilor necesare n vederea realirii unor analie comple3e despre

-rand4uri e3istente i despre devoltarea unora noi

C$"()"11 ).)/)"+):1 5randin6 i 5rand mana6ement2 "rientarea -rand4ului ctre necesitatea clienilor7 Poiionarea -rand4ului8 5rand4ul, devoltarea avanta9elor competitive: 'lementele unui -rand; Strate6ia de -randin6 0evoltarea unui nou -rand


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'3punerea direct a studiilor de ca a diferitelor -rand4uri? Simularea unor situaii reale care implic etapele crerii unui -rand? $mplicarea studenilor n realiarea de studii individuale pe -aa modelelor analiate n cadrulseminarului

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5ala-an, 0elia Cristina, Comunicare publicitar, 'ditura Accent, Clu94%apoca, 2>>:?0atculescu, Petre, Cercetarea de marketing. Cum ptrunzi n mintea consumatorului, cum

msori i cum analizezi informaia, 5rand-uilders rup, 2>>;?0e C*ernaton), !eslie, From Brand Vision to Brand Ealuation, !"e strategic process of

gro#ing and strengt"ening brands, $nd Edition, 'lsevier, 2>>;?0e C*ernaton), !eslie and #alcolm #c0onald, Creating %o#erful Brands, 5utterBort*

eineman, *ird 'dition, 'lsevier, 2>>8?Deller, Devin !ane, &trategic Brand 'anagement, Prentice all, 2>>2?#arcenac, !uc, Alain #ilon, Ser6e4enri Saint4#ic*el, &trategii publicitare. (e la studiul de

marketing la alegerea diferitelor media, 'ditura Polirom, $ai 2>>;?#oser, #iEe, )nited *e Brand, arvard 5usiness Sc*ool Press, ardcover, April 8, 2>>7?rde, #ats, Step*an A re)ser and Go*n # 5almer, HSpecial $ssue Papers Corporate

5rands Bit* a erita6eI,+ournal of Brand 'anagement, 1:, 2>>, 841=?

V! M'+%)'+ #$$.)+ 9" '%1 /%$+.11) +1'()$"' ./+)#) ).)/)"+)Se recomand utiliarea urmtoarelor materialeJ &etroproiector Kasi6urat de facultateL? Computer Kasi6urat de facultateL? .ideoproiector Kasi6urat de facultateL? #ateriale PoBer Point

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R+#+%)"(+ 4)4)$*%'#)+:5ala-an, 0elia Cristina, Comunicare publicitar, 'ditura Accent, Clu94%apoca, 2>>:?0atculescu, Petre, Cercetarea de marketing. Cum ptrunzi n mintea consumatorului, cum






S3/3&>;?0e C*ernaton), !eslie and #alcolm #c0onald, Creating %o#erful Brands, 5utterBort*



5rands Bit* a erita6eI,+ournal of Brand 'anagement, 1:, 2>>, 841=?T+&')' .+&)"'%: 5randin6 i 5rand mana6ement 0efiniia -rand4ului i procesul demana6ementC$"+/+ + 4'=3 ; 1)"+ ?+)+:-rand mana6ementA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate ie3emplificarea prin intermediul unor situaii concreteR+#+%)"(+ 4)4)$*%'#)+:

5ala-an, 0elia Cristina, Comunicare publicitar, 'ditura Accent, Clu94%apoca, 2>>:?0atculescu, Petre, Cercetarea de marketing. Cum ptrunzi n mintea consumatorului, cummsori i cum analizezi informaia, 5rand-uilders rup, 2>>;?

0e C*ernaton), !eslie, From Brand Vision to Brand Ealuation, !"e strategic process ofgro#ing and strengt"ening brands, $nd Edition, 'lsevier, 2>>;?

0e C*ernaton), !eslie and #alcolm #c0onald, Creating %o#erful Brands, 5utterBort*eineman, *ird 'dition, 'lsevier, 2>>8?

Deller, Devin !ane, &trategic Brand 'anagement, Prentice all, 2>>2?#arcenac, !uc, Alain #ilon, Ser6e4enri Saint4#ic*el, &trategii publicitare. (e la studiul de

marketing la alegerea diferitelor media, 'ditura Polirom, $ai 2>>;?#oser, #iEe, )nited *e Brand, arvard 5usiness Sc*ool Press, ardcover, April 8, 2>>7?

rde, #ats, Step*an A re)ser and Go*n # 5almer, HSpecial $ssue Papers Corporate5rands Bit* a erita6eI,+ournal of Brand 'anagement, 1:, 2>>, 841=?

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T+&')' 1%.: "rientarea -rand4ului ctre necesitatea clienilor

C$"+/+ + 4'=3 ; 1)"+ ?+)+:-rand, tar6etA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicateR+#+%)"(+ 4)4)$*%'#)+:


msori i cum analizezi informaia, 5rand-uilders rup, 2>>;?0e C*ernaton), !eslie, From Brand Vision to Brand Ealuation, !"e strategic process ofgro#ing and strengt"ening brands, $nd Edition, 'lsevier, 2>>;?





T+&')' .+&)"'%: "rientarea -rand4ului ctre necesitatea clienilorC$"+/+ + 4'=3 ; 1)"+ ?+)+:-rand, tar6etA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate '3erciiiaplicativeR+#+%)"(+ 4)4)$*%'#)+:








eineman, *ird 'dition, 'lsevier, 2>>8?Deller, Devin !ane, &trategic Brand 'anagement, Prentice all, 2>>2?

#arcenac, !uc, Alain #ilon, Ser6e4enri Saint4#ic*el, &trategii publicitare. (e la studiul demarketing la alegerea diferitelor media, 'ditura Polirom, $ai 2>>;?#oser, #iEe, )nited *e Brand, arvard 5usiness Sc*ool Press, ardcover, April 8, 2>>7?

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T+&')' .+&)"'%: Poiionarea -rand4ului Promisiunea -rand4uluiC$"+/+ + 4'=3 ; 1)"+ ?+)+:poiionare, promisiune, SPA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate '3erciiiaplicativeR+#+%)"(+ 4)4)$*%'#)+:

5ala-an, 0elia Cristina, Comunicare publicitar, 'ditura Accent, Clu94%apoca, 2>>:?0atculescu, Petre, Cercetarea de marketing. Cum ptrunzi n mintea consumatorului, cummsori i cum analizezi informaia, 5rand-uilders rup, 2>>;?










T+&')' .+&)"'%: 5rand4ul, devoltarea avanta9elor competitiveC$"+/+ + 4'=3 ; 1)"+ ?+)+:pia, competiieA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate '3erciiiaplicativeR+#+%)"(+ 4)4)$*%'#)+:





marketing la alegerea diferitelor media, 'ditura Polirom, $ai 2>>;?

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#oser, #iEe, )nited *e Brand, arvard 5usiness Sc*ool Press, ardcover, April 8, 2>>7?rde, #ats, Step*an A re)ser and Go*n # 5almer, HSpecial $ssue Papers Corporate



eineman, *ird 'dition, 'lsevier, 2>>8?Deller, Devin !ane, &trategic Brand 'anagement, Prentice all, 2>>2?

#arcenac, !uc, Alain #ilon, Ser6e4enri Saint4#ic*el, &trategii publicitare. (e la studiul demarketing la alegerea diferitelor media, 'ditura Polirom, $ai 2>>;?


5rands Bit* a erita6eI,+ournal of Brand 'anagement, 1:, 2>>, 841=?T+&')' .+&)"'%: 'lementele unui -randC$"+/+ + 4'=3 ; 1)"+ ?+)+:-randA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate '3erciiiaplicativeR+#+%)"(+ 4)4)$*%'#)+:








eineman, *ird 'dition, 'lsevier, 2>>8?

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5rands Bit* a erita6eI,+ournal of Brand 'anagement, 1:, 2>>, 841=?T+&')' .+&)"'%: Strate6ia de -randin6

C$"+/+ + 4'=3 ; 1)"+ ?+)+: strate6ie, -randA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate '3erciiiaplicativeR+#+%)"(+ 4)4)$*%'#)+:











5rands Bit* a erita6eI,+ournal of Brand 'anagement, 1:, 2>>, 841=?T+&')' .+&)"'%: 0evoltarea unui nou -randC$"+/+ + 4'=3 ; 1)"+ ?+)+:pia, competiie, suprasaturareA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate '3erciiiaplicativeR+#+%)"(+ 4)4)$*%'#)+:

5ala-an, 0elia Cristina, Comunicare publicitar, 'ditura Accent, Clu94%apoca, 2>>:?

0atculescu, Petre, Cercetarea de marketing. Cum ptrunzi n mintea consumatorului, cummsori i cum analizezi informaia, 5rand-uilders rup, 2>>;?0e C*ernaton), !eslie, From Brand Vision to Brand Ealuation, !"e strategic process of

gro#ing and strengt"ening brands, $nd Edition, 'lsevier, 2>>;?


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5rands Bit* a erita6eI,+ournal of Brand 'anagement, 1:, 2>>, 841=?T+&')' .+&)"'%: '3tensia -rand4uluiC$"+/+ + 4'=3 ; 1)"+ ?+)+:-randA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate '3erciiiaplicativeR+#+%)"(+ 4)4)$*%'#)+:





Deller, Devin !ane, &trategic Brand 'anagement, Prentice all, 2>>2?#arcenac, !uc, Alain #ilon, Ser6e4enri Saint4#ic*el, &trategii publicitare. (e la studiul demarketing la alegerea diferitelor media, 'ditura Polirom, $ai 2>>;?



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0atculescu, Petre, Cercetarea de marketing. Cum ptrunzi n mintea consumatorului, cummsori i cum analizezi informaia, 5rand-uilders rup, 2>>;?



Deller, Devin !ane, &trategic Brand 'anagement, Prentice all, 2>>2?

#arcenac, !uc, Alain #ilon, Ser6e4enri Saint4#ic*el, &trategii publicitare. (e la studiul demarketing la alegerea diferitelor media, 'ditura Polirom, $ai 2>>;?#oser, #iEe, )nited *e Brand, arvard 5usiness Sc*ool Press, ardcover, April 8, 2>>7?rde, #ats, Step*an A re)ser and Go*n # 5almer, HSpecial $ssue Papers Corporate





5rands Bit* a erita6eI,+ournal of Brand 'anagement, 1:, 2>>, 841=?T+&')' .+&)"'%: 5rand4uri de renume Caracteristici 6enerale ale strate6iei lorC$"+/+ + 4'=3 ; 1)"+ ?+)+: strate6ii de succesA"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate '3erciiiaplicativeR+#+%)"(+ 4)4)$*%'#)+:


msori i cum analizezi informaia, 5rand-uilders rup, 2>>;?0e C*ernaton), !eslie, From Brand Vision to Brand Ealuation, !"e strategic process ofgro#ing and strengt"ening brands, $nd Edition, 'lsevier, 2>>;?





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gro#ing and strengt"ening brands, $nd Edition, 'lsevier, 2>>;?

0e C*ernaton), !eslie and #alcolm #c0onald, Creating %o#erful Brands, 5utterBort*eineman, *ird 'dition, 'lsevier, 2>>8?Deller, Devin !ane, &trategic Brand 'anagement, Prentice all, 2>>2?#arcenac, !uc, Alain #ilon, Ser6e4enri Saint4#ic*el, &trategii publicitare. (e la studiul de


5rands Bit* a erita6eI,+ournal of Brand 'anagement, 1:, 2>>, 841=?T+&')' .+&)"'%: Studii de caJ %iEe i Coca ColaC$"+/+ + 4'=3 ; 1)"+ ?+)+:A"*'@'&+"1, )&/)'%+' .1+"()$%: Parcur6erea referinelor -i-lio6rafice indicate Analia

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VII! M$1 + +'1'%+

'valuarea studenilor se va efectua conform detalierii de mai 9osJrspunsurile la e3amen, colocviu, lucrri practice >Nactiviti aplicative atestate, la-orator, lucrri practice, proiect etc 7>Nteste pe parcursul semestrului

teme de control

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Se vor avea n vedere urmtoarele detalii de natur or6aniatoricJPreena la ore este o-li6atorie pentru toi studenii?!ucrri ela-orate de ctre studeni pe parcursul activitilor vor avea n mod o-li6atoriu caracter deori6inalitate Studenii a cror lucrri se dovedesc a fi pla6iate nu vor fi primii n sesiunea dee3amene planificat?"rice tentativ de fraud sau fraud depistat va fi sancionat cu anularea sesiunii de e3amene

pentru studentul n cau?

&eultatele finale se vor comunica n ma3im 8< de ore de la finaliarea e3amenului scris,pro6ramat n sesiunea de e3amene?&eultatele finale vor fi puse la dispoiia studenilor on4line prin utiliarea site4ului facultii?Contestaiile se vor soluiona n ma3im 28 de ore de la afiarea reultatelor

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'F CA'0&O, $!A& 0$SC$P!$%O,Conf univ dr &S F!A.$ CO!$% !ect univ dr C"S#$% $&$#$'S

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Branding Si Brand Management