Steven Forbes, founder of Forbes magazine, once stated “Your brand is the single most important investment you can make in your business” as it persuades customers to pay more, purchase more frequently, and retain their loyalty. In short, branding is at the heart of each organisation. In this three-week course, you will learn how to build a brand strategy from the ground up, and apply relevant academic theories straightaway to practice, while working with a real client. This course combines academic insights with experiential know-how to understand the dynamics of branding and how it influences behaviour.
|Mode of instruction:||On-site (3 weeks)|
|Academic dates:||Sunday 4 July - Thursday 22 July 2021*|
|Housing dates:||Friday 2 July - Friday 23 July 2021*|
|Academic fees:||€1650* read more about what is included.|
|Housing fees:||€650* and a €75 refundable deposit. For more information, see Housing and practical matters.|
|Credits:||6 European Credits. Read more about credits and credit transfer.|
|Early admission deadline:||1 February 2021|
|Regular admission deadline:||1 April 2021|
|Who is this programme for?||For current university students (3rd and 4th year Bachelors and Masters) with an interest in branding, marketing, and business. For working professionals in the field of marketing, design or public relations that aim to broaden their skillset, and for future entrepreneurs that want to gain a competitive edge in business through a well-defined brand strategy.|
*Dates and prices are tentative and subject to change, and will be finalised by 1 December 2020.
In this three-week summer programme, we examine what factors create a winning brand, analyze the strategies behind it, and learn how to build a winning brand strategy yourself.
The course is set up for students to learn both the theory and practice of branding. All concepts are accompanied by real-life examples and supported by various exercises. Also, we will be joined by a variety of expert guest speakers who will share lessons learned in the field. In the past, these included the brand managers of ING, Philips, and Interbrand. As the programme progresses, participants will dive deeper into the various aspects of brand strategy. From brand definition, consumer research, competitive positioning and differentiation, to brand values, identity design and the brand experience.
Throughout the course, students will work together in small groups on an actual brand strategy for a client. This includes consumer interviews, a visit to the company / organization, building a brand strategy and recommending how to bring the brand to ‘life’. The final presentation will be in front of the Academic Director and client, as groups engage in a friendly competition for the ‘best strategy’ award.
The final, individual (take-home) assignment is optional (but mandatory for students seeking academic credit) and consists of a paper in which the participant will analyze and critique a brand of their choosing. This is an opportunity to apply the theory from the course and demonstrate your ability to explore and analyse a sub-topic, such as brand architecture, nudging, or verbal identity.
The aim of this course is to provide students with a new perspective on brands and branding, while challenging them to ‘think on their feet’ as a true brand strategist.
Guido van Garderen (MSc at UvA; MPA at Harvard) is currently pursuing a PhD in marketing at the University of Cape Town and is based in Amsterdam. His research examines how a well-defined brand strategy helps destinations attract talent, trade, tourists and investment, thereby gaining an economic competitive advantage. As a former Strategy Director at the Global brand consultancy Interbrand, he combines best practice examples with the latest academic insights, to develop an understanding of key analytical frameworks and tools, that are essential for a winning brand strategy.
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|Credits||6 ECTS, 3 weeks|
|Language of instruction||English|
|Conditions for admission||Open|