Brand Management

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 'Brand Management' programme consists of 4 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"?