Branding

Good branding helps win customers. Corporate and employer branding also helps convince partners, financiers and even employees. Through academic research on a national and international scale, Vlerick Leuven Gent Management School's brand specialists gather valuable expertise regarding brand management.

Expertise that they then convert into training programmes (tailor-made for your company, if so desired), publications and advice. You can also come to us for networking among brand management professionals.

Key research areas

We have special expertise in:

  • Brand Architecture: Corporate vs. Product Branding
  • Internal Branding
    - IB research – development of EBA scale
    - PHD project ‘Living the brand’
  • Brand Personality
    - Brand Personality research in 2005 and 2006
    - BNL research in 2007
  • Brand Equity
    - Drivers of Brand Equity
    - Impact of CSR initiatives on Brand Equity
    - Impact of Brand Innovations on Brand Equity

Research results and publications

Curious about some of our research results and publications?

  • "Wallonia brand versus Flanders brand: home region scores best!"

    For the fourth time, the Vlerick Brand Management Centre (VBMC) organised a brand personality survey together with its research partners. This survey is unique in Belgium and will probably be repeated next year. The personality of brands plays an important role in acquiring and retaining a central place in the consumer’s life. This does not make the challenge facing marketing experts any easier. Gaining an understanding of brand personality is the key to success, and innovative, properly supported academic research may well be of use here.

  • Results survey on the hottest topics in branding today

    To celebrate the fifth anniversary of our Brand Management Centre, we recently organised our first Branding Conference.During this conference, we asked over branding professionals to give their opinion on some of the hottest topics in branding today.Afterwards, the survey was also conducted online.

  • The personality of our brands, the brands behind our politicians
    • Ikea: the most exciting shop
    • Mercedes: the most conscientious car
    • Filip Dewinter: the most aggressive brand
    • Côte d'Or: the most reliable brand

Research for your organisation

In addition to conducting research that contributes to fundamental academic knowledge, we can also carry out practice-based research especially for your organisation.

Vlerick Brand Management Research Centre

Our expertise regarding brand management is gathered together in the Vlerick Brand Management Research Centre, which seeks to make a fundamental contribution to the development of relevant views, concrete advice and useful tools for organisations in the area of brand management.

Our experts

Meet the faculty and researchers who are experts in Branding.

Tips from our experts

Journals, portals and books keep you informed about trends in Branding. Some recommendations from our experts:

    News

    All news