• Belgian Consumer Goods Conference
• Brand Management & Communication
• Executive Master Class in Business-to-Business Marketing & Sales
• Introduction to Marketing Management
• Product Management
• Retail & Trade Marketing
• Strategic Business-to-Business Marketing
• Vlerick Brand Community
• Vlerick Conversation Management Platform
• Vlerick Retail Platform
• Vlerick Sales Management Forum

Modules Brand Management & Communication

[Description] [Modules] [Faculty] [Testimonials]

Module 1: Building brands

• Building a strong brand.
• Loading a brand with specific values. Creating a good brand identity.
• What is brand lifecycle, and how do you deal with it?
• Expanding your brand through co-branding and brand extension.

Module 2: Managing brands

• Developing a positioning for corporate and product brands.
• Integrated positioning of your business, your brand and your communications.
• Converting your brand positioning into a down-to-earth media mix.

Module 3: Communicating brands

• Developing a communication plan.
• What brand communication objectives could you possibly choose from?
• Pros and cons of traditional communication media.
• Guerilla marketing, branded entertainment, experience communications… what techniques could you apply to communicate your brand in non-traditional ways?

Module 4: Branding in the digital age

• Managing your brand in a context of information overload.
• Does the digital age call for a new branding model?
• Building a brand through new media.
• The role of word-of-mouth for your brand.
• Developing a social media strategy for your brand.
• Transitioning from marketing manager to conversation manager.