Brand Management and Brand Design

ESS course thumbnail Brand Marketing

One of the most important goals for businesses nowadays is to develop a strong and widely known brand. The question is however how to achieve to become a true household name? This course will provide you with all the necessary knowledge that a successful brand manager should have – strategic marketing and planning, public relations and communication, fundamentals of economics, market research, and more!

Acquired skills

  • Provide an appreciation of the role of brands in consumers’ daily experiences and in creating value for the business and its stakeholders
  • Increase fluency with the core principles underlying a consumer-centric approach to brand strategy, and create familiarity with research tools that illuminate the meaning and strength of any particular brand
  • Augment students’ ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands

General information

Course term: 229.07. - 09.08.

Free seats: 10

Price: 800 €

Category: Bussiness & Marketing

Status: Closed

Deadline: 31.07.2019


Branding is not merely restricted to the adverts which we see around us every day. It isn’t easy to convince people to purchase any product or services….especially with so much competition in all markets. Branding is a process of understanding the mixture of needs, wants and demands…and the subjective and objective attitudes and opinions of each potential customer. This Branding workshop will help you to understand context, experience the power of consumer research to get valuable insights, come with innovative ideas, planning and positioning.

You will become researcher, strategist, storyteller, designer, developer and entrepreneur during the two week work shop. This course is going to place a heavy emphasis on positioning and Brand Design. You will learn to use it in real life situations. Case studies of large companies and small companies will be used in addition to classical tools.


Lecturer Ciaran Seamus Kelly

Ciaran Seamus Kelly


University of New York in Prague lecturer


Do you want to be taughtby someone who knows the theory in the books, or do you want to be taughtby someone with 1200 employees? By someone who sold over 200 billion Eur (that's billion!) over last 15years, and organized entire distribution networks all over West and Central Europe? By someone who has 6 million dollar marketing/branding budgets?

"Ciaran S. Kelly started off in the family Beverly Hills Interior Design firm. He moved to Prague in 1992, and entered the automotive industry. He was quickly promoted up to Sales, Ops and Marketing director for AAA AUTO where he sold 85,000 car per year and opened 39 branches in 4 countries. He transferred to VW, and became leader of the Task Force which implemented the entire new world wide business plan for SKODA cars. His markets were West Europe, and between 2011-2013, SKODA was one of only four car manufacturers to earn profits for each successive year. A TED speaker, today he is the General Manager of Zepter Intl and a member of the Board of Advisors. He is married with 6 kids, 3 dogs and 4 cats, and has the noisiest kitchen in all of Prague."

Mr. Kelly has been teaching for European Summer School since 2017.


  • Day 1Introduction
  • Day 2Customer Behaviour
  • Day 3Segmentation, targeting and positioning
  • Day 4Brand Design and packaging
  • Day 5Branding for retailers
  • Day 6Branding Strategies
  • Day 7Marketing Communication
  • Day 8Creating the message and finding real customers
  • Day 9Branding and Sustainability
  • Day 10Create a complete Branding campaign for a real product

Course is running: Monday - Friday, 9:00 - 14:00

Course outline


You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.


  • attendance in class 15%
  • team assignment 40%
  • individual assignment 35%
  • exam 10%

Course time total 125 hours

  1. Total time of in-class work = 50hours
  2. Preliminary assignment = 10hours
  3. Preparation = 65hours


Course fee includes the course itself, application fee, study materials, Prague public transportation ticket for 2 weeks, afternoon/evening social activities and events, welcome drink and goodbye graduation party. Other expenses, such as meals, accommodation, insurance, personal expenses, extra activities (such as trips outside of town over the weekend and entrance fees), and required equipment (i.e. pencils, paper for illustrations) are not included in the price.

Please note, after the 30th of April 2019 there will be a late enrollment fee charged in the amount of 50EUR on top of the course fee.

Terms and Conditions - Cancellation fees

Costs of living in Prague


For accommodation options, please visit the dedicated page

*Program/Course Outline is subject to change.


  • B1 CEF absolute minimum, B2 and above strongly recommended
  • This course is designed for students enrolled in a relevant bachelor’s course or students wishing to start their own businesses or to start a career with existing marketing/advertising firms
  • A laptop is strongly recommended