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Branding

Developing a strong brand has become essential to staying competitive. Consumers have evolved, and so has their relationship with brands. But how can you build a strong brand image and strengthen awareness of your company, products or services?

training informations

Short program (FC)

duration

3 days spread over 1 month

price

CHF 2’250

language

French

location

Onsite

internationally recognized

hands-on & practical course

Presentation of the program

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.

About the 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 .

our speakers

Bruno Kocher professor

French

main program

Marketing

Strategy

4.3

Strategic marketing

15 days spread over 5 months

CAS

French

onsite

Program's sessions

You can see all of our open program sessions in management & leadership below. Click on the session you are interested in to obtain its full calendar.

September 2025

open

full dates: 4, 5 and 6 December 2025
language: French
registration: Before 30 October 2025

enroll now

Related programs

The Executive Education HEC Lausanne offers more than 59 Open programs in various fields: Communication. As a result, and beyond this short program in Branding, we offer several other related programs that may be of interest to you.