Stratégies de marque Stratégies de marque
Program overview
This cutting-edge program is designed for decision-makers who want to master brand management. It integrates the latest behavioural insights and practical tools to understand and influence consumer perceptions. In addition to academic teachings, renowned French branding and communication experts provide unique practical perspectives. Participants will develop skills in brand positioning, identity creation, multi-channel communication, and brand lifecycle management.
Stratégies de marque
The program is aimed at:
- Marketing professionals, product managers, designers, strategic planners, public relations publicists, communication consultants, and research analysts.
- Entrepreneurs and decision-makers who want to create or evolve their brand.
* Net price, HEC Paris is not subject to VAT. Prices, dates, faculty, and program content are subject to change.
Objectives
Understand the psychological anchors of brand creation
Position your brand in the minds of consumers
Create a brand identity
Communicate brand value across different media
Manage the brand from creation to maturity
Develop a brand architecture
Program
Develop effective brand positioning strategies to influence consumer perception.
Design a cohesive and memorable brand identity, integrating visual and verbal elements.
Utilize various media channels to convey brand value consistently and engagingly.
Master the different stages of the brand lifecycle, from launch to maturity, through repositioning and revitalisation.
Craft a solid brand architecture, manage product portfolios, brand extensions, and co-branding to maximise brand value.
Understand the importance of sustainability in modern brand management and integrate sustainable practices into brand strategy to meet consumer expectations
Pedagogy
- Theory and fundamental concepts: In-depth introduction to branding and behavioural marketing concepts, based on the latest academic research and behavioural insights.
- Case Studies: Analysis of real-world examples of branding strategies to contextualise the theories learned.
- Co-development workshops: Team-based work to develop strategies specific to your company, fostering the exchange of practices and collaborative learning.
- Expert conferences: Preparation and inter-session work.
Download the brochure
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Register for the program
Fill in the form to check your eligibility and start the registration process.
This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Funding options
Find out more about possible funding options for the program you have chosen.
