Brand Management How to successfully build and manage brands

Vlerick Business School

Marketing & Sales

About Programme

#1

in Open Executive Education in the Benelux

607

former participants

4.6/5

for Learning Impact

In today’s competitive landscape, brands must go beyond attention to earn lasting customer loyalty. This three-day programme gives you the skills to successfully manage and build a brand portfolio.

Programme Content

Redefine your brand strategy through the programme’s three modules.

This programme blends academic rigour with hands-on market experience, drawing on examples from B2B and B2C environments across products and services. Dedicated in-class sessions allow you to apply insights directly to your own organisation.

Module 1: Fundamental branding perspectives

Discover foundational branding concepts and frameworks

Learn to define a compelling brand identity and positioning

Understand which key performance indicators (KPIs) and objectives are essential in effective marketing plans

Module 2: Newer branding perspectives

Explore and compare branding tactics from a strategic perspective

Understand how word-of-mouth, touchpoint experience, emotional connection, and building physical and mental availability drive brand success

Module 3: Additional aspects of creating, communicating & managing brands

Understand the essentials of brand architecture

Understand which non-traditional, creative tactics can drive cost-efficient brand building

Understand the essentials of brand naming, logo and slogan creation, brand extensions and co-branding

Most sessions are taught by Prof. Dr Frank Goedertier. The programme may also feature selected guest speakers.

Programme Audience

Brand, service or marketing managers in start-ups, scale-ups, SMEs and corporations

Business unit managers in charge of strategic brand management

Distribution retail and category managers who want to understand the added value of an effective brand strategy

Account executives and directors in creative agencies

Market researchers and marketing consultants who want to keep up to date with current trends and support their clients effectively with expert brand manager training

In previous editions, we had the pleasure of welcoming participants from companies like:

Programme Benefits

Create or redefine a brand strategy for today’s competitive landscape

Apply different brand-building perspectives to your own brand strategy

Discover strategic and creative approaches to grow your brand

Testimonials

"I had the pleasure of participating in an inspiring yet hands-on learning journey on how to build and manage successful brands. During this programme, a variety of perspectives, models and techniques were explained and illustrated by practical examples. There was also room for reflection on how these techniques can be applied to everyones own business, which made the learnings actionable."

Annelies De Cooman

Head of Marketing Department at KBC Bank & Insurance

"At the rate that new market trends appear – and with the challenges that they pose to marketing and communication – its really necessary to be well prepared. This programme offers a broad vision and guides you in tackling current obstacles and anticipating new pitfalls. Todays theory can be perfectly put into practice tomorrow."

Andy Van den Berghe

Brand Manager, Benelux at Swatch Group

Testimonial Source

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Contact us for the further details

Speak with an Advisor

Pedagogy (case method, experiential learning, coaching, simulations)
Programme Objective
Brochure

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

Vlerick Business School

Executive Education Office

Anastasia Kostina

+32 2 225 41 34

[email protected]

https://www.vlerick.com

Brussels, Belgium

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