Brand Management Essentials

In a face-paced world, strong brands are solid as a rock – they provide certainty and value for consumers and companies alike. They belong to the most important intangible assets of companies. Consequently, creating and sustaining brands is imperative. With strong brands, companies can build value and leverage growth while also being able to differentiate existing and potential competition. Furthermore, they are less vulnerable to competitor actions and crises, which instead, lets them enjoy the loyalty, engagement, and advocacy behaviors of customers. In short: a strong brand is often the tip of the scales when it comes to the long-term success of a company. This program is especially suited for participants who want to get a holistic and strategic perspective on brands, in addition to developing or refining their skills and understanding in branding. Leverage the power of strong brands and elevate your brand to gain loyalty, competitive advantage, and growth!

You will be awarded with a WHU Executive Education Certificate after successfully completing the program.

General ManagementManagement EssentialsMarketingStrategy

Suitable for executives with at least:

1YearsLeadership

5YearsWork

Program Faculty

WHU’s Brand Management Essentials Program is an intensive seminar providing professionals and executives with the skills and tools to build and sustain powerful brands. During the 3-day interactive development program, we will explore the key elements and facets of branding. We will equip you with the knowledge, skills, frameworks, and tools to manage your brand strategically, differentiate it from competition, and to make it desirable for your customers. Our 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. We will provide you with concepts and ideas, how to bring the organization and employees behind your brand, and to manage all touchpoints to create a unique brand experience outside the organization. Together we elaborate on ways to grow your brand and the entire brand portfolio. You will further explore ways on how to analyze the performance of your brand.

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

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. We inspire and empower you to assess different viewpoints on branding and think critically about these viewpoints to make relevant strategic decisions on 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 the program.

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 for your brand
Understand how to implement the brand internally and to create a unique brand experience externally
Learn how to grow and leverage 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
marketing and non-marketing managers
executives, who have made a transition into a brand function
executives, who plan a future career in brand marketing

The minimum number of participants for this program is 12.

This 3-day program runs at WHU Campus Düsseldorf.

Brand Management Essentials

Nov 22, 2021 - Nov 24, 2021, Düsseldorf, Germany

Get the full General Management Experience – Special offer

This Program is part of the Management Essentials Program, a package that provides participants, who are transitioning into a leadership position, or have done so recently, with the fundamental skills of General Management. You can choose 3 out of 5 of the following programs: Leadership Essentials, Strategy Essentials, Financial Literacy, Brand Management, and Innovation & Corporate Entrepreneurship Essentials.

In combination with an additional personality profile, the 3 programs can be scheduled flexibly to make them best fit your professional and personal schedule.

Upon completion of the program, participants receive WHU’s “Certificate of Excellence in General Management”. Furthermore, you can choose to gain 6 ECTS credits.

More about the Management Essentials Program

We offer each of our Open Programs also as a Customized Program for corporate clients.

The advantage for you is that program contents and methods can be adjusted to your company’s strategy and your employees’ skills and needs.

Please contact us via customprograms@whu.edu if you are interested in a Customized Program.

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