In this three-week summer programme, we examine how consumers perceive brands, and how a deeper understanding of the relationships between brands and consumers can be used to develop better branding strategies. The programme provides a sound academic foundation, but continuously translates these theories to the business world. Concepts are always illustrated by real-life examples and supported by exercises and presentations. Participants are invited to critically evaluate if and how organizations (could) apply these theories, where their boundaries lie, and how they may work differently in specific contexts.

The program covers three core themes:

• Brand value: The first part focuses on the creation of brand value in the mind of the consumer, including concepts like brand equity, image, personality, and loyalty, as well as instruments to create and measure those constructs.
• Brand management: The second part focuses on strategic brand management, with the objective to develop a toolbox for building, managing, and leveraging brands within organizations.
• Branding challenges: Finally, we explore challenges brands AND marketers are facing in an increasingly complex business environment. Think of themes like social responsibility, sustainability, and the impact of people as brands. We will also support participants in the development of their own “personal brand”.

Next to the core sessions, a variety of expert guest speakers will share lessons learned in the field, both from a brand management and a consultancy perspective. Most sessions will take place at the UvA campus, but we will also leave the classroom and observe how branding works in the Amsterdam environment. We believe that sound branding can be beneficial for any organization, so we explore “brand-driven thinking” beyond the traditional setting of consumer products as well, including non-profit, governmental, or charity contexts.

Throughout the course, participants work on individual analyses, as well as collaborate in teams to exchange thoughts and challenge ideas. This supports the creation of useful deliverables related to e.g. brand image measurement, positioning, primary brand elements (name, logo, slogan etc.), and association leverage from external sources (endorsers, sponsorships, collaborations etc.). This culminates in a team effort to deliver a branding pitch for a real-life business case.

The aim of this programme is to provide participants with a broader and deeper perspective on what branding means, while challenging them to ‘think on their feet’ as a branding strategist. These learnings will hopefully inspire participants and benefit them in the broader business environment, beyond the limited context of a (potential) job as brand manager.

Roger Pruppers Msc

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