Program Overview

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Executive Education HEC Lausanne

The Executive Education HEC Lausanne offers a range of continuing education programs designed for professionals, adapted to their schedules.

Formations Continues

Continuing education programs are designed for professionals and tailored to their schedules.

Branding

Developing a strong brand has become essential to remain competitive. Consumers have evolved, and so has their relationship with brands. But how can you build a strong brand image and enhance the reputation of your company, products, or services?

Presentation of the Formation

The three most powerful brands in the world, according to the Interbrand ranking in 2007, were Coca-Cola, Microsoft, and IBM. In the most recent ranking (2024), only Microsoft was still in the top 5.

The benefits of a strong brand are numerous: greater customer loyalty, increased solidity in the event of an economic crisis, and strong resistance to marketing actions from competitors. However, maintaining a strong brand is a constant and long-term effort. Indeed, every experience a consumer has with the brand can change their perception, positively or negatively. Therefore, only a well-thought-out, consistent, and monitored 4Ps strategy (product, price, place, and promotion) will allow it to be maintained or strengthened.

During this module, participants will be asked to analyze how a strong brand creates a preference for its product or service, increases the value of the company on the market, prevents new competitors from taking its place, and improves the profitability of its products or services.

Objectives of the Formation

• Comprehend the basic concepts of brand management (brand image, reputation, brand architecture).
• Use the many brand elements (logo, slogan, color, name, sound) to build a strong and positive brand.
• Identify and understand the key performance indicators specific to brand management.

Target Audience

• Anyone wishing to understand the mechanisms related to the power of the brand on consumers.
• SME or startup managers seeking to establish a consistent and efficient brand strategy.
• Marketing and Communication Directors and Managers wanting to update their knowledge and share their daily challenges.

About the Formation

Our short course in Branding has been designed for professionals, taking into account current challenges. This continuing education integrates a participative dimension. Fundamental concepts will be presented beforehand, then completed and illustrated by numerous practical exercises derived from real cases.

Thanks to this inclusive approach combining practical application and academic excellence, you will not only be able to concretely use the concepts presented during our training but also develop lasting knowledge that will enable you to apply these concepts beyond your current environment.

Parent Formation

Marketing Strategy

Marketing Strategy

15 days spread over 5 months CAS French Face-to-face Discover

Sessions of the Formation

Currently, no session is open. Register to be informed as soon as the next session opens.

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Information about the formation

Short Course (FC) Duration 3 days spread over 1 month Price 2,250 CHF Language French Location Face-to-face Recognized internationally Practical training

And More

The Executive Education HEC Lausanne offers 59 university continuing education programs in different fields: Communication, etc. Therefore, beyond this Branding course, we offer several other related courses that may interest you.

Digital Marketing

As the world becomes increasingly digital, marketing must evolve to reach,

Data Science & Management

Data and artificial intelligence (AI) are redefining how organizations

Project Leadership

The technical and methodological skills that project leaders apply daily

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Frequently Asked Questions

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What are the general conditions applicable to this formation? The Branding formation is subject to the general conditions available here

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They talk about us

The quality of the training and the professionalism of the speakers are in line with HEC Lausanne.

Benjamin Flachs Former participant

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Executive Education HEC Lausanne UNIL, Extranef Building 1015 Lausanne, Switzerland

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