This training day is part of the 7-day Mini MBA Meaningful Marketing programme and can also be followed as a standalone module. It focuses on how strong brands are built, managed and sustained over time, and how effective creative strategy contributes to long-term business success.

You'll explore the principles of brand equity, including the role of salience, brand associations and distinctive assets in creating lasting commercial value. The day also examines how to measure and track brand health, and how to build a compelling business case for long-term investment in brand building. In the second session, you'll discover how brand positioning translates into effective creative strategy, exploring positioning frameworks, perceptual mapping, differentiation versus distinctiveness, and the characteristics of creative work that drives lasting impact. You'll also learn how to brief, evaluate and manage creative work across agencies and channels while maintaining a consistent and coherent brand.

Whether you join this module on its own or as part of the full Mini MBA, you'll leave with practical frameworks to build stronger brands, develop more effective creative strategies, and create long-term value for your organisation.

This course is part of the Mini-MBA Meaningful Marketing. View the full training program.

Questions?

Do you want detailed information about the trainings and which of them best suit your profile?

Contact Nathalie Prieto, Head of activities & sponsoring +32 472 10 20 85 - nathalie.prieto@marketing.be