Methodological guidelines for practical classes in the course "Branding"

Abstract

Constant market development and changing requirements for the organization and implementation of entrepreneurial activity necessitate the use of marketing solutions and unconventional approaches grounded in an in-depth understanding of the market and consumer needs. Marketing, as a professional field focused on promoting goods and services in the marketplace, is widely practiced. Modern marketing activities cannot be imagined without branding. Branding is the process of building, developing, and managing a brand. One of the most successful outcomes of branding is achieved when consumers begin to perceive the brand as a distinct category (or when the brand becomes strongly associated with a unique category in consumers’ minds). The purpose of teaching the discipline “Branding” is to master the system and methods of brand formation within the marketing system, as well as the content and functions of brand promotion policy from the perspective of the theory of interaction among market participants. The knowledge and skills acquired in studying the discipline will help students prepare materials for enterprises, develop product brands, and evaluate advertising messages and mass communications in entrepreneurial practice. The purpose of the practical classes is to develop and consolidate theoretical knowledge, master methods, and acquire practical skills in applying branding tools to improve enterprise performance in modern market conditions. These methodological guidelines provide for completing standard exercises and tasks and addressing the most common branding problems faced by both small and large enterprises.