Branding and Product Development

Scholar Year: 2019/2020 - 1S

Courses

Head Teacher Responsability Duarte Miguel da Costa Pessoa Xara Brasil Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 0 Lectures Type Teacher Classes Hours Theoretical-practical Totals 1 0,00 Xara Brasil   3,00

Teaching language

English

Objetivos de aprendizagem

Contents

Bibliography

Aaker, D. (2011). Brand Relevance. Making competitors irrelevant. Willey

Baker,M, Harter,S, (1999). Product Strategy and Management, Prentice Hall

Chernatony, L. (2010). From Brand Vision to Brand Evaluation. The strategic process of growing and strengthening brands, Elsevier

Kapferrer, J. (2008). The New Strategic Brand Management. Creating and sustaining brand equity long term, 4th ed. London: Kogan Page.

Keller, K., Aperia, T., Georgson, M. (2008). Strategic brand management: a European perspective. Pearson Education

Lehman, D.R. E Winer, R.S (2005) Product Management, Mc Graw Hill
Morgan, A. (2009). Eating the Big Fish: How Challenger Brands Can Compete Against Brand), Wiley