Search form

Application Info

Identity-Based Brand Management


 

An interactive online modular training program

Reserve a Seat

PROGRAM OVERVIEW

In the age of digitalization, the amount of information flowing to people has increased dramatically. This includes the commercial communication of brands as well as the sharing of private communication. That’s why a profound knowledge of professional brand management is key in all business environments.

An effective brand identity communicates how an organization, product, or service wishes to be perceived. It is not only essential for both differentiation and authenticity, as well as the positioning of the brand on the market. In an ever-changing, complex, and uncertain world of rising consumer expectations and disruptive technology, the power of brands to inspire consumers is more important than ever.

The identity-based brand management program is founded on the most recent scientific findings and based on some of the most successful case studies. It is based on practical exercises and world-class business cases, how to communicate and manage a brand idea strategically through its identity.

PROGRAM FRAMEWORK

TYPE
Online modular training program.

STRUCTURE
1 Introductory eSeminar (free of charge) + 6 modules including case studies, conducted over the course of approx. 4 weeks.

DURATION
2 hours introductory eSeminar | 4 hours (1/2 day) per module.

TRAINING LANGUAGE
The program will be provided in either German or English.

PROGRAM FEES
€ 960.- for full program participation. *
* All prices are in Euros and subject to VAT. The general terms for open programs of Constructor University Bremen gGmbH apply. All program fees are subject to change until confirmation of course schedules and final content.

Training Dates will be announced shortly.
Reserve your seat now – don’t miss out on updates about the upcoming schedule and program.
 

MODULE DESCRIPTION

Module 1: Introduction into the World of Brands and Brand Management

Acquire competencies related to defining a brand, what it’s not and what a brand is supposed to be.

Gain deeper insights through different models of brand management. Learn about the high relevance of branding processes leading to a strategic brand management approach. Get an overview of the development of branding, leading to brand awareness and customer trust.

Module 2: Brand Identity and Brand Image

Learn different characteristics of the brand identity perceived by internal targets to strengthen both the vision and the motivation of your team. Brand image is defined by a holistic perception of the brand by external stakeholders.

Understand, how different parameters build a complex psychological construction on the individual level and the way it controls the target’s brand perception. Learn about the concepts and their direct impacts on consumer buying behaviors.

Module 3: Causes and Effects of Internal and External Brand Management

Get introduced to essential success factors of brand management and how to create brand attachment, trust into your products or services, and the major relevance of brand promises and brand authenticity.

Learn how internal brand management and employer branding inspire employees to the point that they become brand ambassadors – particularly in the context of digitalization since social platforms are opening up a large number of new brand touch points and new communication channels towards customers.

Module 4: Strategic Identity-based Brand Management

Discover the strength of the interaction of brand identity and brand image. Create an identity-based brand management, starting with an analysis of the current situation. Create a clear definition and positioning of your company, product, or services compared to competitors.

Learn about brand architecture which allows customers to understand what your brand clearly stands for, what your business offers as support to engage and navigate in its range. Build up brand architecture that works for your business. A well-organized offering demonstrates your position and authority in a market.

Module 5: Operative Identity-based Brand Management

The operative identity-based brand management includes both internal and external stakeholders. The internal focus aims at the identity implementation within a team. The external mission is to implement the brand identity relative to the marketing mix.

Learn how to put both together so that the parallel focus on the internal and external target enables the consistency of the brand identity and brand image. Gain a 360-degree view from the strategic planning of brand management up to the operative implementation of the marketing and communication activities.

Module 6: Brand Controlling and Brand Evaluation

Brand controlling and evaluation are the final steps of the identity-based brand management process.

Learn about the advantages of an end-to-end connection of strategic brand planning with the operative implementation of brand measures and an accurate analysis of success factors. Apart from the internal and external KPIs, the central aspect of those steps can lead to an efficient brand value estimation.

LEARNING OUTCOMES

  • Learn how to identify brand management as a main strategic tool for your business. Shape the success of your company or brand with a clear vision of identity-based brand management. Get to know how to optimize the executive processes of brand design and brand architecture leading to a long-term successful brand strategy.
  • Discover how identity-based brand management can help to create competitive advantages by getting into different perspectives: the market-based view, the resource-based perspective, and the competence-based position in a firm.
  • Understand how tailored omnichannel brand experiences can make brand identities come to life and how to communicate authentic emotions. Learn how internal brand management inspires employees to the point that they become brand ambassadors.
  • Develop competencies on how to use social media potential and how to face current challenges. Train how challenges of brand management in changing times can be tackled most effectively.

This is a creative and inspirational training program. Participants are expected to share their understanding of the subject through interactive workshop exercises.

By the end of the program, you will be equipped with the skills, knowledge, and confidence you need to create and successfully manage your brand and lead your brand management team.

WHO SHOULD ATTEND

Our Identity-Based Brand Management program is attended by participants of various fields and management levels who work in any role connected to brand management.

The program is for you if you are:

  • Leaders or individuals at all management levels with brand responsibility
  • Managers and individuals in strategic and operative brand management or marketing
  • Individuals in strategy-related roles, who want to develop and establish a new strong brand
  • Individuals who are confronted with a specific challenge of changing and establishing a successful brand strategy
  • Managers at middle and senior management levels in all business units who plan to remodel or enroll the existing brand identity

Individuals, as well as teams, are encouraged to participate.

YOUR BENEFITS IN A NUTSHELL

Join online from everywhere in the world.

  • Get trained by an internationally renowned professor of Constructor University.
  • Learn from the latest scientific findings in the field.
  • Get inspired to identify attributes which enables brands to apply powerful insights to target groups and strengthen marketing strategies.
  • Understand how to drive business growth with an identity-based brand management strategy.

You will receive a University Certificate including a digital badge / digital certificate by Constructor University. You are free to use it on your social media profile or website.

OUR EXPERT IN THE FIELD

Prof. Dr. Tilo Halaszovich

Professor of Global Markets and Firms at Constructor University Bremen

  • Professional focuses on international Management and Marketing
  • Program Leader of International Business Administration and Start-Up Coordinator at Constructor University Bremen
  • Member of the European Business Academy (EIBA) Management
  • Professional Career: International market research for Henkel KG & Co. KGaA, Bremen University, guest lecturer at Handelshochschule Leipzig (HHL), University of the Free State (South Africa) as well as University Fribourg (Switzerland).

READ MORE ABOUT CONSTRUCTOR UNIVERSITY BUSINESS SOLUTIONS

Download our latest White Paper on digital transformation | Industry 4.0 and get exciting insights into current industrial projects that already proved a great business impact.

  • DOES YOUR COMPANY ADAPT PROPERLY TO INDUSTRY 4.0 TECHNOLOGIES?

    Our latest white paper publication on Digital Transformation:

    Get your company, processes, and supply chain ready for digitalization!
     

CONTACT US
CONTACT US

CONTACT US

 

Reach the Constructor University Business Solutions team by
phone: +49 421 - 200 44 10,
email: business [at] constructor.university,
or simply use the contact form.

Reserve a seat

 
1 Start 2 Complete