Brand Management

Redefine your brand strategy through the programme’s three modules. 

This programme blends academic rigour with hands-on market experience, drawing on examples from B2B and B2C environments across products and services. Dedicated in-class sessions allow you to apply insights directly to your own organisation.

Module 1: Fundamental branding perspectives

• Discover foundational branding concepts and frameworks
• Learn to define a compelling brand identity and positioning
• Understand which key performance indicators (KPIs) and objectives are essential in effective marketing plans

Module 2: Newer branding perspectives

• Explore and compare branding tactics from a strategic perspective
• Understand how word-of-mouth, touchpoint experience, emotional connection, and building physical and mental availability drive brand success

Module 3: Additional aspects of creating, communicating & managing brands

• Understand the essentials of brand architecture
• Understand which non-traditional, creative tactics can drive cost-efficient brand building  
• Understand the essentials of brand naming, logo and slogan creation, brand extensions and co-branding

Most sessions are taught by Prof. Dr Frank Goedertier. The programme may also feature selected guest speakers.

• Create or redefine a brand strategy for today’s competitive landscape
• Apply different brand-building perspectives to your own brand strategy
• Discover strategic and creative approaches to grow your brand

• Brand, service or marketing managers in start-ups, scale-ups, SMEs and corporations
• Business unit managers in charge of strategic brand management
• Distribution retail and category managers who want to understand the added value of an effective brand strategy
• Account executives and directors in creative agencies
• Market researchers and marketing consultants who want to keep up to date with current trends and support their clients effectively with expert brand manager training

In previous editions, we had the pleasure of welcoming participants from companies like:

Boost your impact – and your budget
Did you know you may be eligible for:

• Group discount: Register three participants from the same company at the same time and get 15% off
• KMO-portefeuille: Flemish SMEs can apply for funding to cover training costs
• Alumni discount: Vlerick alumni receive 10% off as a thank you for their loyalty to the Vlerick Business School

Check all our benefits and make the most of your investment.