Brand Management Essentials

WHU’s brand management training is providing professionals and executives with the skills and tools to build and sustain powerful brands. During the 3-day interactive development program, you will explore the key elements and facets of branding. You will get the knowledge, skills, frameworks, and tools for managing your brand strategically, differentiating it from the competition, and making it desirable for your customers. The objective is to provide you with actionable insights, comprehensive frameworks, and applicable tools for managing and sustaining brands within a short time frame.

You will better understand why brands matter and how they can create value for customers, partners, and your firm. You will discover how to use deep customer insights to craft a compelling and distinctive brand positioning. You will be provided with concepts and ideas on how to bring the organization and employees behind your brand, and manage all touchpoints to create a unique brand experience outside the organization. This program will help to elaborate on ways to grow your brand and the entire portfolio to strengthen your brand awareness and brand equity. You will further explore ways how to analyze the performance of your marketing measures.

This marketing program is dynamic and practical. It combines a mixture of interactive lectures and discussions, group work, guest lectures, real-life branding cases, case studies, and experiential learning activities. The focus is on how companies have experienced and coped with challenges in branding. Based on current empirical research, conceptual frameworks from academia and consultancy, a common framework to analyze and drive recommendations for brands will be developed.

By the end of the program, you will

• be able to better understand the strength and weaknesses of your brand,
• analyze your unique and specific branding challenges,
• and devise sound and practical solutions to leverage the brand’s opportunities.

Inspire and empower different viewpoints on branding and think critically about these viewpoints to make relevant decisions on your brand strategy and how to develop your brand in the future. The program concludes with reflections on what you have learned and a plan to utilize in the future that will help you apply the insights you gained during this brand management course.

Prior to the program, you will have the opportunity to share your program expectations and your professional challenges in an individual conversation with Professor Brexendorf (ca. 15 minutes). During the program, you are also welcome to share your experiences and current challenges with your peers in order to learn from each other.

• Learn and reflect why brands matter and how they create value
• Learn how to craft a compelling and distinctive position and communication strategy for your brand
• Understand how to implement the brand internally and to create a unique brand experience externally
• Learn how to grow and leverage and the brand’s potential
• Enhance your branding knowledge, and practices to create and sustain a desirable and strong brand

Certificate

You will receive a WHU Executive Education Certificate after successfully completing the program.

This program is targeted at…

• executives responsible for strategically managing or driving brands in their company
• Brand Manager, Marketing Manager, Online Marketing Manager, E-Commerce Manager, Social Media Manager
• executives, who have made a transition into a marketing or advertising function
• executives, who plan a future career in brand marketing

The minimum number of participants for this program is 12.