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Brand Management

How to successfully build and manage brands

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#1

in Open Executive Education in Belgium and #27 worldwide

584

former participants

4.6/5

for Learning Impact

Securing customer loyalty in today’s competitive landscape can be hard work. So how do you make your brand stand out? Today's challenges are as diverse as digitisation, information overload, social responsibility and increasing consumer scepticism.

This four-day programme gives you the skills to successfully manage and build your brand portfolio – and the insights to think as a forward-looking marketer.

Detailed programme

Redefine your brand strategy through the programme’s three modules. Live and learn branding as you start with a module on the fundamentals of branding. You discover how to manage and communicate a brand through different perspectives. Then you discover creative branding techniques for our digital age.

You’ll be inspired by our blend of academic rigour and direct experience from the marketplace. You’ll hear B2B and B2C professionals from large and small companies share their experiences of successful branding projects. And at the end of the programme, you’ll be ready to leap confidently into your own successful branding challenges and projects.

Module 1: Fundamental branding perspectives

Discover the classic branding concepts and frameworks
Learn how to build strong brands
Get to know concepts to generate brand identity and brand positioning
Discover core brand communication and key performance indicators

Module 2: Newer branding principles

Explore and learn to apply different perspectives to build brands that form new media possibilities, an emotional-vs-rational route to branding, and/or a prioritisation of attracting or keeping customers.
Discover perspectives that:
… start from working with brand influencers
… prioritise emotional bonding
… focus first on creating special touchpoint experiences
… stipulate that being noticed by as many potential customers as possible is key

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

Learn how to build a brand architecture
Understand which non-traditional, creative tactics are popular for communicating brands
Find out how to create or update brand logos, names, slogans
Discover how to grow/leverage a brand using brand extension and co-branding strategies

*sub-topics are examples of content blocks discussed during the final section of the programme

Why this programme

Create or redefine a brand strategy for today’s competitive landscape
Apply different perspectives to your own brand strategy
Discover techniques to grow your brand
Differentiate your branding communication strategy
Learn effective, creative techniques to differentiate your brand in today's competitive landscape

Who should attend

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:

Success stories

Annelies De Cooman

Head of Marketing Department at KBC Bank & Insurance

I had the pleasure of participating in an inspiring yet hands-on learning journey on how to build and manage successful brands. During the 4-day 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 everyone’s own business, which made the learnings actionable.

Andy Van den Berghe

Brand Manager, Benelux at Swatch Group

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