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 retains their loyalty. In short, strong brands influence the behavior of customers, which subsequently drives business results. This program takes an in-depth look at the behavior of winning corporate, government, and non-profit brands, and the strategies behind them with guest lectures from innovative brands in a variety of fields.
|Academic dates:||14 June - 2 July 2020|
|Housing dates:||12 June - 3 July 2020|
|Academic fee:||€ 1600 read more about what’s included|
|Credits:||6 European Credits|
|Who is this programme for?||For current university students (3rd and 4th year Bachelors and Masters) in the arts and social sciences with an interest in branding, marketing, and business. For working professionals and entrepreneurs with a desire to continue their education/update their skills in this field.|
|Academic director:||Guido van Garderen|
|Early application deadline:||1 February 2020|
|Regular application deadline:||1 April 2020|
In this course, we examine what factors create a winning brand, analyze the strategies behind it, and observe how the resulting behavior of consumers makes an impact on the bottom line of the organization. This three-week summer programme will provide students with the skills to define the brand essence of an organization and bring it to life through design, copy and behaviour. You will understand how all of the aspects of the brand need to work as one, in order to create a unique and relevant experience.
Participants will be able to create the foundation of their own start-up, nonprofit, or corporate brand, and be better equipped for a role in marketing or brand management. Throughout the programme, we will move from behavioural analysis and branding strategies to case-studies, and actual applications. Past guest lecturers included (Global) Brand Managers at Philips and ING, the Global Learning and Culture Officer of Interbrand, former CEO of IAMsterdam. The final project of this course will ensure that the methods learned in the classroom will be applied to a real client in Amsterdam, bringing theory and practice together.
Subjects include Behavioural Analysis, Design Strategy, City Branding, Competitive Positioning, Differentiation, Brand Architecture, Values, Culture, and Storytelling. Students can expect short excursions in Amsterdam, and two full-day visits to a company and a theme park to see specific brand concepts applied in real life. The course will end with final presentations to a nonprofit client, who will be the beneficiary of the brand strategy devised by students.
Two full-day excursions are included in this programme. One will be to a company that uses its values as an inspiration for product development, its internal culture and even the design of the office. A second excursion will be to a Dutch amusement park, where we will analyze the brand experience and learn more about “imagineering”.