Corporate Branding (Merkenbeleid)

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Opleiderscore: starstarstarstarstar_half 9 Rotterdam School of Management, Erasmus University - Executive Education heeft een gemiddelde beoordeling van 9 (uit 14 ervaringen)

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Startdata en plaatsen

placeRotterdam
22 mrt. 2021 tot 24 mrt. 2021
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Beschrijving

Learn how to lead the building process for a strong and enduring corporate brand that gives focus to the entire organisation, and aligns its diverse stakeholders towards sustained value creation.

In this masterclass, you will learn how to tackle challenges that corporate brands face, such as disruptive technologies, social media, market globalisation, and demands from customers and stakeholders to behave more ethically.

In this interconnected, increasingly transparent and dynamic context, companies demand that senior managers understand how to build internally driven authentic and ethical corporate brands. And these brands must embrace influence from stakeholders and co-creation. You will …

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Nog niet gevonden wat je zocht? Bekijk deze onderwerpen: Merkontwikkeling, Brand Management, NIMA Marketing-B, Mediaplanning en Marktonderzoek.

Learn how to lead the building process for a strong and enduring corporate brand that gives focus to the entire organisation, and aligns its diverse stakeholders towards sustained value creation.

In this masterclass, you will learn how to tackle challenges that corporate brands face, such as disruptive technologies, social media, market globalisation, and demands from customers and stakeholders to behave more ethically.

In this interconnected, increasingly transparent and dynamic context, companies demand that senior managers understand how to build internally driven authentic and ethical corporate brands. And these brands must embrace influence from stakeholders and co-creation. You will learn how to lead the building process for a strong and enduring corporate brand that gives focus to the entire organisation, and aligns its diverse stakeholders towards sustained value creation.

Learning objectives

In this three-day programme, you will:

  • see a corporate brand as a portfolio of meanings in a complex ecosystem that needs to be consistently managed – while accepting an increasing loss of managerial control over the corporate brand
  • explore how to develop a corporate brand identity and nurture it so that it becomes enduring – you’ll discover how a well-defined and shared corporate brand identity aligns brand and communication strategies, as well as business and innovation strategies
  • learn how an authentic and enduring identity, as well as an inspiring brand vision, are needed to build a strong corporate brand
  • explore how to align identity and vision with brand communications and experience – and we underline the key role that corporate culture and organisational structure play in bringing a corporate brand strategy to life
  • learn the meaning of storytelling and how to invest in story-building
  • investigate how to diagnose, prioritise and manage a brand portfolio, and how to choose the brand architecture that maximises its value.

Brief overview of the course programme

Day 1: Monday, 22 March 2021

  • Organic view of a corporate brand
  • Building an enduring corporate brand identity I
  • Building an enduring corporate brand identity II
  • Case study

Day 2: Tuesday, 23 March 2021

  • Short review of the key learnings of day 1
  • Building a sustainable brand architecture
  • How to be a brand with a conscience
  • Guest lecture

Day 3: Wednesday, 24 March 2021

  • Short review of the key learnings of day 2
  • Building a consistent corporate brand experience
  • Moving from storytelling to storybuilding
  • Guest lecture 
  • Wrap-up session

This masterclass is led by Prof. Oriol Iglesias.

Alumni from RSM and Erasmus University Rotterdam receive a 10% discount on selected programmes. Contact our programme advisor for more information.

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