Branding of Trade Structures

Major: Business, Trade and Exchange Activities
Code of subject: 6.076.04.E.125
Credits: 4.00
Department: Ecological Politics and Environment Protection Management
Lecturer: DrS, Prof. Lesia KUCHER
Semester: 5 семестр
Mode of study: денна
Learning outcomes: The study of the discipline involves the formation and development of competence: General competences: 2. Ability to apply acquired knowledge in practical situations. 5. Skills in using information and communication technologies. Professional competences: 3.1. The ability to demonstrate basic knowledge of the technologies of selling goods using the branding of trade structures. 3.2. Ability to apply modern e-business strategies. As a result of studying the academic discipline, the applicant must be able to demonstrate the following learning outcomes: 2. Apply acquired knowledge to identify, set and solve problems in various practical situations in business, trade and stock market activities. 25. To have methods and tools for justifying management decisions regarding the organization of Internet trade.
Required prior and related subjects: Prerequisites: Basics of marketing; Basics of entrepreneurship and management. Korequisites: Marketing research of trade enterprises; Postrequisites: Business planning in trade enterprises
Summary of the subject: Topic 1. Branding of trade structures: concept, content and classification. The essence of branding, its content and classification. The concept of brand, trademark and trademark. The process of creating a brand architecture. Brand attributes. Topic 2. Goals and tasks of branding in the activity of a business entity. Corporate style as the basis of the brand structure. The main types of brands. Brand identity. The role of brands in the modern economy. Topic 3. Brand development. Basic laws of creating a business entity brand. Naming (developing a brand name). Brand design and selection criteria for its elements. The legend and values of the brand. Topic 4. Features of branding management. Brand communication management technology. Social media as a tool for managing brand consumer loyalty. Topic 5. Brand development strategy as a driving force of business development strategy. The connection of the business strategy with the brand strategy of the business entity. Brand management based on a synergistic model of social and ethical marketing. Topic 6. Brand communication campaign. Brand promotion. Integrated marketing communications in branding. PR technologies in branding. Topic 7. Formation and maintenance of brand loyalty. The essence and features of consumer loyalty and brand loyalty. The process of forming and maintaining brand loyalty. Rebranding and restyling. Topic 8. Analysis of branding effectiveness. The essence of branding effectiveness. Approaches to evaluating the effectiveness of branding. An integral model for evaluating the effectiveness of branding. Evaluation of brand value.
Assessment methods and criteria: Current control (30%): practical works, individual work, oral survey. Final control (70%): practical tasks (60%); oral component (10%). The evaluation of the study results of the applicants is carried out in accordance with the 100–point evaluation scale: 100–88 points – “excellent” rating; 87–80 points – “very good” rating; 79–71 points – “good” rating; 70–61 points – “mediocre” rating; 60–50 points – a “satisfactory” rating; 49–26 points – an “unsatisfactory” grade with the possibility of retaking the semester control; 25–00 points – an “unsatisfactory” grade with mandatory re–study of the course.
Recommended books: 1. Lyalyuk A. M. Brand marketing: lecture notes. Lutsk: Publishing House of KP IA, Volynenergosoft, 2021. 88 p. 2. Gerasimenko V. V., Ochakivska M. S. Brand management: textbook, 2018. 104 p. 3. Bikulov D.T., Golovan O.O., Oliynyk O.M., Markova S.V., Sukhareva K.V., Chkan A.S. Brand management in the field of foreign economic activity: textbook. Zaporizhzhia: ZNU, 2020. 96 p. 4. Balabanova L.V., Prykhodchenko Ya.V. Brand management of enterprises based on marketing. Donetsk: DonNUET, 2011. 287 p. 5. Hryhorchuk T.V. Branding: textbook. Kyiv: KNUKiM, 2019. 163 p.