Detailed Programme

Our academic knowledge of branding is continuously being enriched with practical experience from the marketplace. During the programme, B2B and B2C professionals from a variety of industrial sectors share their insights on successful branding projects.

The 'Brand Management' programme consists of 4 modules:

Module 1: Building Brands

  • How to build a strong brand
  • How can you load a brand with specific values?
  • What is the secret to creating a good brand identity?
  • What is a brand life cycle and what is your role in this?
  • How do you expand your brand through co-branding and brand extensions?

Module 2: Managing brands

  • How do you develop a positioning for corporate and product brands?
  • How do you incorporate your business, brand and communication positioning?
  • How would you translate your brand positioning into a concrete mix of media?
  • Explore different Brand Religions and apply them to your products or services.

Module 3: Communicating brands

  • How do you draw up a communication plan?
  • Which brand communication objectives can you pursue?
  • What are the different traditional communication media? What are the pros and cons?
  • How do you build your brand architecture?

Module 4: Branding in the digital age

  • How do you manage your brand in an information-overloaded context?
  • Is there a need for a new brand model in the digital age?
  • How do you build up a brand using new media?
  • What role does word-of-mouth play in promoting your brand?
  • How should you proceed in creating a social media strategy for your brand?
  • How to understand "Customers the day after tomorrow"?

A learning experience like no other

When you come to Vlerick, you step away from your usual routine and gain a wider perspective. You discover how to tackle challenges, turn your knowledge into action and apply your skills in your workplace. You learn from faculty who are experts in their fields – and from a diverse group of peers. All these things help you become a confident, skilled professional, ready to succeed in business – and in life.

Vlerick Learning Experience

Drive real change in your organisation

A learning experience with real impact on your operations? A management programme tailored to the specific needs of your business? Contact us and discover how we can design and deliver customised programmes for your team that add genuine value to your organisation.

Need help?

Contact our Programme Advisor
Programme Advisor
Tel + 32 9 210 98 84
[email protected]
Find the programme most relevant for you!

Download our programme calendar

Meet Us

Info Sessions & Open Days
21 Apr
Drop In on our Brussels Campus
Category: General Info Sessions

12 May
Drop In on our Ghent Campus
Category: General Info Sessions

09 Jun
Drop In on our Leuven Campus
Category: General Info Sessions

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