Topics 'Strategic Brand Management' (Practical Program)

The first module focuses on strategy and tactics of brand policy. In module 2 you learn to apply and approach certain things through cases and assignments. Module 3 extends your knowledge and focuses on skills. Here mainly the “how” of things is considered. Module 4 consists of the optional professional company visit for inspiration.

Module 1: Strategy, Branding & Positioning (theory)

During these two knowledge sessions the following issues are dealt with: How to develop a good strategy? How to converge strategy and positioning? How to create a strong brand from this foundation? How to deliver real additional value and which concepts to use?

• Class 1: Trends, developments, brand strategy, brand models, portfolio management (strategy)
• Class 2: Brand identity, brand values, means-end chain, positioning and marketing communication (tactics)

Module 2: Digital branding and social media (cases and workshops)

During this practical training the following issues are dealt with: What are the latest developments in online branding? How to set up a good digital branding policy and what does this include? How to embed social media strategically into the organization? What are the best practices and which inspiring cases can serve as examples? How to approach these things? All this and more will be explained on this day through assignments, practical cases and workshops

• Class 3: Digital branding, social media, performance based marketing, community management (workshops, practical case).
• Class 4: Online marketing, reputation management, online brand engagement, measuring and correcting (assignments, workshops, cases).

Module 3: Brand consistency and creating brand alignment (skills).

This module extends your knowledge of the main theme and emphasizes on refining your skills. Class 5 focuses on creating, managing and controlling brand consistency (through different practical cases). Issues that are dealt with, are: How to align the brand with other activities within an organization? How to guarantee brand consistency? What is the return of these efforts? Class 6 focuses on the “how” of all this. How to approach certain issues, how do certain systems operate, how to motivate people for your plans? And what skills are vital?

• Class 5: Brand alignment, creating brand consistency, managing and controlling (practical cases).
• Class 6: How to approach projects, how do certain systems operate, how to motivate people, etc. (skills)

Module 4: Brand Journey / Company visit (inspiration)

This session is optional. The professional company visit serves as inspiration and completion of the acquired knowledge during the course. You’ll be visiting a company that has recently carried out a successful brand implementation and that wants to share the results. At the end of the meeting there will be a tour through the company and the course will officially end with a drink.

• Class 7: Brand Journey / Company Visit (inspiration)