About the Course

Few purchasing decisions are made solely on rational grounds. In today’s complex and globalized world with its overflow of information, other aspects – such as a brand’s perceived values, personality and emotional charge – play an increasingly important role when we make our choices. As a result, the brand becomes a more relevant strategic management tool than the traditional business idea. This is the basis for the course Branding and Business Strategy, which explores updated models and tools for brand development.

The course takes a hands-on, practical approach with case studies and real-world examples. You will become acquainted with large and small Swedish companies and organizations that have achieved success and longevity by focusing their strategies around their brand.

In order to enable participants to handle branding issues from an executive point of view, the course provides an overview of the branding field with a broader perspective than traditional communication. It is primarily designed for executives grappling with strategic business- and marketing issues, but also for anyone in need of a deeper understanding and better arguments for the managerial role of the brand.

Course Contents

  • The link between vision and brand promise
  • How to tell a sustainable story
  • The brand promise as business core
  • Developing a holistic branding plan
  • Living the brand
  • Business development through branding
  • Strategic branding architecture
  • Co-branding and alliances
  • The brand as a non-financial key measurement

Course director
Åsa Myrdal Bratt, branding consultant at Myrdal Bratt Partners. Åsa has more than 20 years experience in PR and advertising, and has been director of the branding school at Dagens Industri (Sweden’s leading Financial newspaper).

Certificate
Upon successful completion of the course participants will receive an executive certificate.

Place
Helsinki, Annankatu 27

Requirements for application

Applicants should have experience of working with strategic business- and marketing issues, preferably in a managerial position. Your application should contain a short description of yourself (one A4 maximum) where you explain your reasons for wanting to take the course, plus an overview of your professional and academic credentials.

For more information
Contact Kristiina Müllersdorf, course coordinator, +46 8-587 550 52, kristiina.mullersdorf@berghs.se.