1. Building brands in the 21st century
Brand Management &
Communication
Brands are finding it increasingly difficult to secure • As a Retail or Category Manager in distribution, you
consumer loyalty when facing oversupply and mature are looking to negotiate on an equal footing with
markets. So, how can you make sure that your brand will manufacturers on the added value of brands.
stand out? You will face many challenges: digitalisation, • You are an Account Executive or Account Director in an
information overload, social responsibility and the advertising or promotion agency.
consumer’s increasing scepticism. Moreover, the return on • As a Market Researcher or Marketing Consultant you like
investment must also remain assured to keep your finger on the pulse and effectively support
your customers.
This programme will give you the skills to manage your
brands. An opportunity to learn how to think and act in Added value for you and your company
terms of forward-looking marketing.
• At the end of the programme, you will understand the
For whom? value of a strong brand, how you should position and
create it.
• You are directly or indirectly involved in brand • You will become comfortable with the implementation of
management strategies such as brand extensions and co-branding to
• You are in charge of marketing communication. keep your brand alive.
• You are a Brand, Service or Marketing Manager in a • You will easily draw up a brand communication plan and
(medium) large company or growing SME and aim to understand the role of traditional and non-traditional
improve brand management. communication channels.
• As a Business Unit Manager, you are in charge of strategic • You will be able to work as a ‘conversation manager’, thus
brand management. strengthening your brand in a web 2.0 context.
Frank Goedertier makes your brand stand out!

2. " During this intensive, inspiring programme, participants discover
amazing brand visions, strategic research models and captivating case
studies. The enthusiasm displayed by faculty members is particularly
contagious. What’s more, interacting with them and the other
participants frequently leads to interesting discussions and insights. “
Leen Crollet - Brand Manager, BNP Paribas Fortis
Programme design Meet your faculty
You will be amazed by our keenness for practice. Departing from well founded • Prof Frank Goedertier is Head of the
theory, we illustrate it with practice-based examples, case studies and exercises. Vlerick Brand Management Centre.
You will learn not merely from the lectures given by our faculty. Draw inspiration • Prof Steven Van Belleghem is
from your fellow participants. Interaction and exchanging experiences will teach Managing Partner at InSites Consulting
you a great deal. and author of the books
‘The Conversation Manager’ and
Steven Van Belleghem is the author of the much-discussed book ‘The Conversa­ ‘The Conversation Company’.
tion Manager’. The book is given to you as a guiding principle, allowing you to • Geert Vanhees is Managing Partner of
apply the insights of the programme to concrete situations. 4Growth and has far-reaching expertise
in brand positioning.
Module 1: Building brands
PRACTICAL INFO
• How to build a strong brand
• How can you load a brand with specific values? What is the secret to creating Dates and venues
a good brand identity? 4 days
• What is a brand life cycle and what is your role in this? Leuven Campus: 20, 27 November &
• How do you expand your brand through co-branding and brand extensions? 4, 11 December 2012 or
Ghent Campus: 23, 24, 30, 31 May 2013
Module 2: Managing brands
Language
• How do you develop a positioning for corporate and product brands? Dutch
• How do you incorporate your business, brand and communication
positioning? Fee
• How would you translate your brand positioning into a concrete medium € 2,995 (excl. 21% VAT)
mix?
Module 3: Communicating brands
• How do you draw up a communication plan?
• Which brand communication objectives can you pursue?
• What are the different traditional communication media? What are the pros
and cons?
• Guerrilla Marketing, branded entertainment, experience communication…
Which techniques can you apply to communicate your brand in a non-
conventional way?
Module 4: Branding in the digital age
• How do you manage your brand in an information overload context?
• Is there a need for a new brand model in the digital age?
• How do you build up a brand using new media?
• What role does word-of-mouth play in promoting your brand?
• How should you proceed in creating a social media strategy for your brand?
• How do you evolve from marketing manager to conversation manager?
Apply now!
Please see Practical Info on the following
page, or visit:
www.vlerick.com/brandmanagement

3. PRACTICAL INFO
Registration Online registration: quick & easy!
Action! Register online.
Questions? Please contact:
Ghita Greef
Group Product Manager
T: + 32 9 210 98 94
F: + 32 9 210 97 28
ghita.greef@vlerick.com
Reep 1
9000 Ghent, Belgium
Your certificate
If you take part in one of our programmes, you are Register online via:
entitled to a certificate from Vlerick Business School.
www.vlerick.com/
If you successfully complete an Executive Master Class, marketingprogrammes
you can join the Vlerick Alumni Network, a worldwide
network of over 16,000 alumni in 100 countries.
Cancellation Financial benefits for you?
Consult our cancellation conditions at: • 10% discount for paying members of Vlerick Alumni
www.vlerick.com/conditions • SME portfolio: subsidies for Flemish SMEs.
• Vlerick Social Profit Grants for organisations active in
Our team is here for you the social profit sector.
You’ll find more info at: www.vlerick.com/benefits
Ghita Greef
Group Product Manager
T: + 32 9 210 98 94 Further improve your retail expertise:
ghita.greef@vlerick.com
• Vlerick Retail Platform
4 afternoons for and by retailers
Rian De Bruycker www.vlerick.be/retailplatform
Programme Advisor
T: + 32 9 210 98 84 • Vlerick Conversation Management Platform
rian.debruycker@vlerick.com Become a successful Conversation Manager:
4 afternoons filled with interesting conceptual
frameworks and practice-based examples.
www.vlerick.com/conversationplatform

4. Application form
Marketing & Sales
EXECUTIVE EDUCATION AND RESEARCH IN 2012-2013
MARKETING & SALES
Yes, I wish to apply for the following programme(s):
Introduction to Marketing Management Product Management
Retail & Trade Marketing Strategic B2B Marketing
Brand Management & Communication Executive Master Class in B2B Marketing & Sales
In addition, I wish to receive more information on the management programmes of
ENGLISH
Vlerick Business School that I have ticked on the reverse side of this form.
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You can also apply online at are entitled to inspection and correction of data related to you as kept by
www.vlerick.com/marketingprogrammes Vlerick Business School.

5. THE Programmes of
vlerick BUSINESS school
I would like to receive information on the following programmes (please tick).
Please return your contacting details to us by fax, e-mail or post.
General Management Operations & Supply Chain Management
Advanced Management Programme E Project Management D
International Management Programme E Purchasing Management E
Middle Management Programme D Operational Excellence E
Young Management Programme D & E Executive Master Class in Supply Chain Management E
Accounting & Financial Management Entrepreneurship
Understanding Annual Reports D & E KMO Challenge D
Mastering Costs and Budgets D & E KMO Excellence D
Fundamentals of Financial Management D & E Entrepreneurship for Managers D
Strategic Cost Management E
Valuation of Companies E People Management & Leadership
Executive Master Class in Controllership E The People Manager D
Executive Master Class in Corporate Finance E Executive Decision Making D
Executive Master Class in Financial Analysis How to Improve Your Emotional Intelligence D
and Asset Management E Inspiring for Change D
Negotiating to Create Value D & E
Human Resource Management Self-mastery D
HRM with Impact D Bestsellers read for you D
Compensation & Benefits D
Executive Master Class in Human Resource Management D Strategy
Strategy in Action E
ICT & Business Process Management
ICT-Management D Executive Master Classes
Business Process Management Workshop D & E Executive Master Class in B-to-B Marketing and Sales E
Excellence in Business Process Improvement E Executive Master Class in Business Process Management E
Executive Master Class in Business Process Management E Executive Master Class in Controllership E
Business Intelligence Workshop E Executive Master Class in Corporate Finance E
Executive Master Class in Financial Analysis
Innovation Management and Asset Management E
Strategising for Innovation E Executive Master Class in Human Resource Management D
Entrepreneurial Innovation E Executive Master Class in Innovation & Entrepreneurship E
Corporate Innovation Management E Executive Master Class in Supply Chain Management E
Executive Master Class in Innovation & Entrepreneurship E
MBAs
Marketing & Sales Full-time MBA E
Introduction to Marketing Management D Executive MBA E
Retail & Trade Marketing D Executive MBA in Financial Services & Insurance E
Brand Management & Communication D
Product Management D Masters
Strategic Business-to-Business Marketing D Masters in Financial Management E
Executive Master Class in B2B Marketing and Sales E Masters in General Management E
Masters in Marketing Management E
D Programme in Dutch E Programme in English
More information on www.vlerick.com