
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 to be the most powerful in the world according to the 2007 Interbrand ranking were Coca-Cola, Microsoft and IBM. In the most recent ranking (in 2024), only Microsoft was still in the top 5!
There are many advantages to a strong brand: greater customer loyalty, greater solidity in the event of an economic crisis, and strong resistance to the marketing actions of competitors. But maintaining a strong brand is a constant and long-term task. In fact, every experience that a consumer has with the brand can change his or her perception of it, positively or negatively. Consequently, only a well thought-out, coherent and consistent 4Ps strategy (product, price, place and promotion) will enable it to be maintained or strengthened.
In this module, participants will analyse how a strong brand creates a preference for its product or service, increases the company's value in the market, prevents new competitors from taking its place 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