Sessions
Discover the next sessions of our open program in branding below. Click on the session you are interested in to obtain its full calendar.
About
The three brands considered the most powerful in the world according to the 2007 Interbrand ranking were Coca-Cola, Microsoft and IBM. In the most recent ranking (2022), only Microsoft was still in the top 3! The advantages of a strong brand are numerous: greater customer loyalty, greater solidity in the event of economic crisis, and strong resistance to competitors' marketing actions. But maintaining a strong brand image is a constant and long-term task. Indeed, every experience a consumer has with a brand can change his or her perception, positively or negatively. Consequently, only a well-thought-out, coherent and consistent 4Ps strategy (product, price, place and promotion) can maintain or reinforce it.
In this module, participants will analyze how a strong brand creates preference for its product or service, increases the company's value on the market, prevents new competitors from entering the market and improves the profitability of its products or services.
Learning objectives
- Understand the basic concepts of brand management (brand image, brand awareness, brand architecture).
- Use the many brand elements (logo, slogan, color, name, sound) to build a strong, positive brand.
- Identify and understand key performance indicators specific to brand management.
Target audience
- Anyone wishing to understand the mechanisms of brand power over consumers.
- Managers of SMEs or start-ups wishing to establish a coherent and efficient brand strategy.
- Marketing and communications directors and managers wishing to update their knowledge and share their daily challenges.
Program
This short program branding was built for professionals seeking to learn about fundamental concepts and then practice them trough practical exercises. There is a strong emphasis on practical application supported by academic excellence, with the use of exercises and break-out groups, industry examples and guest speakers. The fundamental notions will be presented beforehand, then supplemented and illustrated by numerous practical exercises based on real cases .
This approach will allow the participants to deploy the concepts presented during the course as well as forging a strong analytical mindset to tackle future challenges they might face on .
Modalities
admission criteria
MotivationWe offer quality programs accessible to all professionals who have decided to develop new skills.
ParticipationThis short program requires your presence and participation
study rulesPayment terms
Price: 2 250 CHFAll expenses related to continuing education are, except in exceptional cases, tax deductible .
Discount (10%): -225 CHFA discount is offered to Alumni HEC.
Payment terms
