The post-master course “Strategic Brand Management” provides new knowledge, skills and insights in order to be able to make better branding decisions.
Module 1: Strategic perspectives, change and brand leadership
This module mainly focuses on the following question: Which concepts related to strategic, marketing and brand management are available? Other questions include: Which insights and concepts can be used to change the organization (or to make it brand driven)? Which cultural aspects play a role and which models related to internal branding are available? Which leadership qualities are needed in change courses and what can we learn from brand leaders?
Module 2: Brand equity, added brand value and branding plan
Crucial questions during this module are: Which brand building models are available? How to lead effectively towards the creation of brand equity, added brand value and brand value? How do brand leaders distinguish themselves from others? Which concepts and instruments can be used in “brand leadership”? You’ll take part in a brand journey to a best-in-class brand and you learn to write your own strategic brand plan.
Module 3: Branding, positioning and online marketing
Crucial questions during this module are: How to converge strategy and positioning? How to create a strong brand? How to deliver real additional value? Other questions are: 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? How to approach these things?
Module 4: Brand consistency, reputation and design management
Module 4 focuses on questions like: How to align the brand with other activities within an organization? How to guarantee brand consistency? Class 16 and 17 focus on building, creating and managing the image/reputation. How to manage the (online) reputation? How to build a desired reputation? How to control the perception and how to manage the expectation? The final two classes focus on: creating a clear brand identity and the use of brand management. Issues that are dealt with, are: How to set up a good design strategy, how to create a recognizable visual identity? How to manage the complete design process?
Module 5: Brand journey and strategic brand plan
This module focuses on integration of the acquired knowledge. You’ll take part in a brand journey to a best-in-class brand to experience state-of-the-art brand policy. Afterwards there is a group case and you learn to write your own brand plan. The following questions will be dealt with: How to apply theory in practice? How to structure your brand strategy into a specific plan? How to start the actual implementation?