Vlerick Brand Management

The Vlerick Brand Management Centre wants to create and disseminate branding knowledge based on academically valid research that is business-relevant. The centre was founded in 2002 for three main reasons :

• Need for an academically valid and business-relevant branding research initiative in Belgium
  The Vlerick Brand Management Centre was created to satisfy an industry need for an initiative offering academically valid and actionable research on branding..
• Branding issues under debate
  Rising branding trends such as internal branding, employer branding, e-branding, co-branding, no logo...  and more fundamental branding topics such as corporate vs. product branding, brand equity or brand extensions still elicit vivid managerial discussions... The Vlerick Brand Management Centre was created to study these new trends and to contribute to the ongoing debate around fundamental branding issues.
• How to create a top brand
  Different opinions circulate on how to create top brands...  The Vlerick Brand Management Centre wants to offer a holistic view on existing theories to help companies build better brands.

The Vlerick Brand Management Centre has been working for companies such as Dexia, AS Adventure, Axa, Barco, Beiersdorf/Nivea, Carl Zeiss, D’Ieteren, Fortis, AB InBev, LG&F (famous), LUKOIL, Mini/BMW, Nationale Loterij, Opel, Proximus, Q8, Remarkable, Sanoma Magazines, SCA Packaging, Telenet, Tiense Suiker, VAR, Vandemoortele…”. The centre powers the Vlerick Brand Community, an interactive learning platform that companies can join to refresh and inspire their brand thinking in an ongoing way.

Next to its academic research activities, the centre also organizes open training programs such as Brand Management, Marketing Communications, Employer Branding & Employee Engagement, as well as company-specific branding programs & branding research initiatives created on-demand and tailor-made to companies needs.