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Vlerick Business School Executive Education

Brand Management & Communication

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Next dates

Oct 22—25
4 days
Brussels, Belgium
EUR 3995 ≈USD 4492
EUR 998 per day

Description

Brands are finding it increasingly difficult to secure consumer loyalty when facing oversupply and mature markets. So, how can you make sure that your brand will stand out? You will face many challenges: digitalisation, information overload, social responsibility and the consumer’s increasing scepticism. Moreover, the return on investment must also remain assured.

This programme will give you the skills to manage your brands and an opportunity to learn how to think and act in terms of forward-looking marketing.

WHY THIS PROGRAMME?

What is the added value of following the programme 'Brand Management & Communication' programme?

At the end of the programme:

  • You will understand the value of a strong brand, how you should position and create it
  • You will become comfortable with the implementation of strategies such as brand extensions and co-branding to keep your brand alive
  • You will easily draw up a brand communication plan and understand the role of traditional and non-traditional communication channels

DETAILED PROGRAMME

The programme 'Brand Management & Communication' consists of two modules:

Module 1: Building Brands

  • How to build a strong brand
  • How can you load a brand with specific values? What is the secret to creating a good brand identity?
  • What is a brand life cycle and what is your role in this?
  • How do you expand your brand through co-branding and brand extensions?

Module 2: Managing brands

  • How do you develop a positioning for corporate and product brands?
  • How do you incorporate your business, brand and communication positioning?
  • How would you translate your brand positioning into a concrete medium mix?
  • Explore different Brand Religions and apply them to your products or services.

Module 3: Communicating brands

  • How do you draw up a communication plan?
  • Which brand communication objectives can you pursue?
  • What are the different traditional communication media? What are the pros and cons?
  • How do you build your brand architecture?

Module 4: Branding in the digital age

  • How do you manage your brand in an information overloaded context?
  • Is there a need for a new brand model in the digital age?
  • How do you build up a brand using new media?
  • What role does word-of-mouth play in promoting your brand?
  • How should you proceed in creating a social media strategy for your brand?
  • How to understand "Customers the day after tomorrow"?

Who should attend

  • Brand Managers
  • Professionals responsible for Marketing Communication
  • Brand, Service or Marketing Managers in a (medium) large company or growing SME
  • Retail or Category Managers in distribution, looking to negotiate on an equal footing with manufacturers
  • Account Executives or Account Directors in an advertising or promotion agency.
  • Market Researchers or Marketing Consultants who like to keep their finger on the pulse

Experts

Frank Goedertier is the School’s brand management and marketing communications specialist who loves to approach his expertise topics from a strategic or customer psychology perspective.Within the school Frank Goedertier is responsible for the Vlerick Brand Management Centre and acts as Program Di...
While theory is the foundation, application is key. During my 30+ year career, I worked at agency side as account director and strategic planner (Saatchi & Saatchi, BBDO) and inhouse in operational marketing management (marketing manager Hertex, Kreon; European marketing manager Eurinpro, E...
Steven is an expert in customer focus in a digital world. He is a popular speaker at home and abroad. In his keynote presentations, Steven takes his audience on a journey to the world of modern customer relationships in a clever, enthusiastic and inspiring way. Steven is the author of three best...

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