Branding Strategy & Tactics


Prof Frank Goedertier, Professor of Marketing at Vlerick Business School (Programme Director)


Short Description of the course

Brands are finding it increasingly difficult to secure consumer loyalty when facing oversupply and mature markets. So, how can you make sure that your brand will stand out? You will face many challenges: digitisation, information overload, social responsibility and the consumer’s increasing scepticism. This programme will give you the skills to manage your brands and an opportunity to learn how to think and act in terms of forward-looking marketing.


course Programme / detailed overview

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 programme consists of 4 modules.

The first 2 modules focus more on strategic choices in terms of branding approaches. The last 2 modules discuss additional brand communication & management aspects that can be applied regardless of a specific strategic brand building choice made, but adapted may be advised to be applied differently taking that choice into account


Module 1: The fundamental branding perspectives: the classic branding frameworks & concepts
  • What are the key frameworks/insights of the “founding fathers” of the science of branding (e.g., Kotler, Keller, Aaker, Kapferer…)?
  • What is the secret to creating a good brand identity and brand positioning?
  • What is brand equity? How to build, manage and measure it?


Module 2: Newer branding perspectives: branding frameworks & concepts that deepen and/or challenge the classic perspective taking into account new media possibilities, emo vs ratio routes to branding or a prioritisation of customer acquisition or retention.
  • What are the key characteristics & tactics of a “penetration” perspective on branding?
  • What are the key characteristics & tactics of an “emotional” perspective on branding?
  • What are the key characteristics & tactics of an “influencer” perspective on branding?
  • What are the key characteristics & tactics of an “experience” perspective on branding?


Module 3: Additional aspects of creating, communicating & managing brands
  • How to create or update a brand elements (logo’s, names, slogans…)?
  • Which traditional brand communication objectives can a company pursue?
  • Which non-traditional, creative tactics are popular to communicate brands (possibly with a limited budget)?
  • What is brand architecture? Which strategic & tactical choices can be made?
  • What to take into account when considering co-branding or brand extensions?


Module 4: Branding & society trends
  • How do you manage your brand in an information-overloaded context?
  • What are new inspirational (branding) trends in an increasingly digital age?
  • How to brand to new generations of “conscious, pro-environmentel, sustainability focused” customers?


TARGET students
  • Everyone directly or indirectly involved in Brand Management
  • Brand, Service or Marketing Managers in a (medium) large company or growing SME, striving to improve brand management
  • Business Unit Managers in charge of strategic brand management
  • Retail or Category Managers in distribution, looking to negotiate on an equal footing with manufacturers on the added value of brands
  • Account Executives or Account Directors in an advertising or promotion agency
  • Market Researchers or Marketing Consultants desiring to keep up with the current trends and support their customers effectively


Learning outcomes
  • Analyse the different stages of your brand lifecycle
  • Apply different brand perspectives to your own brand strategy
  • Discover the concept of brand architecture
  • Recognise future customer needs

4 days

Planned dates

18 -21 October 2021*


* the data may still change




€ 4095 (excl. 21% VAT)

Registration information