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. This expertise is converted into publications, (tailor-made) training programmes, and advice that is academically valid and business-relevant.

Key research areas

We have special expertise in:

• Building, Measuring and Managing Brand Equity
• Brand Architecture
• Employer Branding, Internal Branding & Recruitment Branding
• Brand Personality
• Branding & Innovation
• Branding in the Digital Era
• Branding in a Global Context
• Managing Brand Overchoice

Research results and publications

Curious about some of our research results and publications?

• The impact of product-country image and marketing efforts on retailer-perceived brand equity: an empirical analysis

  Baldauf A., Diamantopoulos A., Cravens K.S.,  Zeugner-Roth K.P. forthcoming. Journal of Retailing.

• Do prototypical brands help or hinder innovation acceptance?

  Goedertier, F.  Dawar, N.  Geuens, M. (2009) European Marketing Conference (EMAC)

• A new measure of brand personality

  Geuens M.   Weijters B.   De Wulf K. 2009. International Journal of Research in Marketing. 26 (2) :
  97 -107.

• All Branding publications.

Our experts ....Interact with them in the Vlerick Brand Community!

Meet the faculty and researchers who are experts in Branding. Together these experts form the Vlerick Brand Management Centre.  Do you want to interact with them and refresh & inspire your brand thinking in an ongoing way? Join the Vlerick Brand Community !

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.

• Explore research opportunities that may benefit your organisation.

Tips from our experts

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

• Brand bible: Strategic Brand Management (2008), Kevin Lane Keller
• Free branding newsletter:  Eurib
• Online Brand info: Brand Channel

News

• Do social media strengthen or weaken brands? (part 2)
• Do social media strengthen or weaken brands? (part 1)
• Who says academic literature is boring and not practical for business professionals?

All news