Modern Brand Management

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Introduction
1. Brand concept
    1.1. Brand evolution
    1.2. Brand notion
    1.3. Brand elements
        1.3.1. Brand name
        1.3.2. Symbol
        1.3.3. Logo
        1.3.4. Graphic design and colours
        1.3.5. Product packaging
        1.3.6. Slogan
        1.3.7. Brand values
2. Brand identity and image
    2.1. Brand identity
    2.2. Brand image
3. Brand equity, power and financial value
    3.1. The difference between brand equity, brand value and brand power
    3.2. Brand equity and its components
    3.3. Brand’s financial value
    3.4. Brand power and its competitive potential
4. Brand types and functions
    4.1. Types of brands
    4.2. Brand functions
    4.3. Brand functions in the context of consumers’ purchase behaviour
    4.4. Benefits of brands for consumers and companies
5. Brand strategies
    5.1. Brand launch strategies
    5.2. Brand extension and diversification
    5.3. Characteristic of chosen brand strategies
    5.4. International brand strategies
    5.5. Cooperation strategies in the area of brand management
    5.6. Rebranding and repositioning
    5.7. Brand decline
6. Brand communication
    6.1. Brand promotion vs brand communication
    6.2. Tools of brand communication
        6.2.1. Advertising
        6.2.2. Direct marketing
        6.2.3. Sales promotion
        6.2.4. Public relations
        6.2.5. Personal selling
        6.2.6. Internet and social media marketing
    6.3. Developing a communication campaign
7. Brands in social media
    7.1. Social media marketing
    7.2. Social media and virtual brand communities
        7.2.1. Social media characteristics
        7.2.2. Types of social media
    7.3. Evolution of social media marketing and development of virtual brand communities
        7.3.1. Tribal marketing as a basis for brand communities’ development
        7.3.2. Brand communities – definition and nature
    7.4. Virtual brand communities in the social media
        7.4.1. Virtual brand communities and brand loyalty
        7.4.2. The importance of virtual communities for the brands Conclusion
Bibliography
List of figures
List of tables
Professional characteristics of the Authors

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