Comprehensive course analysis
Who should attend
- Everyone directly or indirectly involved in Brand Management
- Brand, Service or Marketing Managers in a (medium) large company or growing SME, striving to improve brand management
- Business Unit Managers in charge of strategic brand management
- Retail or Category Managers in distribution, looking to negotiate on an equal footing with manufacturers on the added value of brands
- Account Executives or Account Directors in an advertising or promotion agency
- Market Researchers or Marketing Consultants desiring to keep up with the current trends and support their customers effectively
About the course
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
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"?
Frank Goedertier is a Marketing Professor and Partner at Vlerick Business School. He is the Head of the Area Marketing at Vlerick Business School, and is the Programme Director of the ‘Brand Management & Communication’ open-enrollment programme. In his research & teaching activities he f...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.