Vlerick Brand Management Centre

Why the Vlerick Brand Management Centre?

The Vlerick Brand Management Centre wants to create and disseminate branding knowledge based on academically valid research and translate it into business-relevant recommendations.

Objectives of the Vlerick Brand Management Centre

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,... 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 trends and to contribute to the on-going 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.

Partners & Members

Prime Foundation Partner

Knowledge Partner
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Research Members

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.

Current and previous members include: Belfius, 4 Growth, Ancienne Belgique, Barco, Betafence, Cartamundi, Cultuurnet, Colruyt Group Services, D’Ieteren, Dorland & Grey, Eastpak, Extrafilm, Insites Consulting, KanDesign, Living Brand, Nationale Loterij, Nuby (New Valmar), Proximity BBDO, Remarkable, Rogil Research, Terre Bleue, These Days, Thomson Reuters, Touring, Velux, Base (KPN Belgium), Alpro, Amphion, Ancienne Belgique, Eddy Merckx Cycles, Arwy, Bekaert, Belgacom, Betafence, Campbell’s, Coca Cola, DJO Global, Eastpak (VF Europe), Gimv, Java, Livingbrand, Makro, Photohall, R&T Advertising, SCA Packaging, …

Knowledge in Action

Interested in the lessons learned of our research for your company? Find out more about our latest research articles!

& Rankings

Equis Association of MBAs AACSB Financial Times