Corporate branding in practice
Organised by RSM’s reputable Corporate Communication Centre, the three-day Corporate Branding programme is aimed at communication professionals . The programme is led by Cees van Riel, professor of corporate communication at RSM, and consists of presentations by academic experts and business practitioners in combination with interactive group discussions, workshops and cases.
The programme will provide new knowledge and perspectives about how a corporate brand can play a crucial role for reputation management purposes. Participants will discuss the theoretical concept of a corporate brand, learn its importance for managing the perceptions and behaviours of their companies’ stakeholders and discuss effective corporate branding strategies.
During the Corporate Branding programme, communication professionals will explore:
- the importance of corporate branding to a multiplicity of stakeholders, such as customer attractiveness, investor confidence and staff motivation;
- the corporate brand from different main perspectives: a consumer, communication, organisation and strategy perspective and construction of an integrated approach in corporate branding by integrating these perspectives;
- identification of the different academic perspectives on corporate branding and explanation of the differences in their underlying paradigms;
- how different perspectives on corporate branding can be applied in practice;
- business cases presented by guest speakers. Cases include the merger of AB InBev with SABMiller, and KLM’s challenges in finding an appealing branding approach in working with Air France and the SkyTeam joint venture.
The three-day programme is a module of RSM’s Part-time Executive International Master of Science in Corporate Communication. The module takes place in Rotterdam on 22, 23 and 24 March 2016. All information can be found here.
