Brand Strategy

Brand Strategy

How can you turn brand management into an engine for growth? During RSM’s two-day Brand Strategy programme, you will learn systems and strategies to manage your brands for the long term. You will also discover how to optimise brand positioning and brand equity, and learn how your brand contributes to your bottom-line.  

Gain competitive advantage

You will learn tools to manage your brand for competitive advantage, and understand how customers feel about your brand. The Brand Strategy programme articulates a strategic vision of branding, instead of branding as an aspect of advertising or product image. It avoids corporate jargon, and has a down-to-earth and bottom-line oriented approach.  

Brands are ‘symbols for sale’, and during this programme, led by internationally renowned Professor Stefano Puntoni, you will learn how to create brands and how to market them.

Learning objectives

During the programme, you will:

  • acquire a deep understanding of the power of brands for customers and organisations
  • learn how to better position products or services
  • learn strategies for managing brands over time and for organic growth
  • understand how a firm’s current brand portfolio can be leveraged for growth
  • discover effective tools for integrated brand communication.
  • You will benefit from the Brand Strategy programme if you are:

    • a manager with marketing and branding responsibilities – both in B2C and B2B
    • interested in consulting, entrepreneurship and general management, for example as a junior or senior brand manager, marketing manager or product manager.
  • The Brand Strategy Programme is taught by Professor Stefano Puntoni.

    Prof. Stefano Puntoni
    Stefano Puntoni is a professor of marketing at RSM. He holds a PhD in marketing from London Business School and a degree in statistics from the University of Padova in Italy. Stefano’s research on branding and consumer behaviour has appeared in many leading journals including the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Harvard Business Review, and Management Science. He received various grants and awards. In addition to teaching in several degree programmes at RSM, Stefano has taught at London Business School, Bocconi University, Lancaster University, and the American University in Cairo.

  • “Brand Strategy is an excellent way to deepen your knowledge in a one-of-a-kind learning environment. The highly professional teaching methods deepened my knowledge and understanding of brand strategy. The perfect mix of theory, real-life expertise and case studies created an interesting, joyful and engaging course structure. The diverse and international participants added an amazing amount of different insights from industries and cultures all over the world.”                    
    Christoph Lergenmueller, project manager brand management, Weber-Stephen Deutschland GmbH

    “RSM’s Brand Strategy programme explores the theoretical basis through traditional lectures and applies these concepts in excellent case discussions. The case discussions, especially the ones on segmentation and positioning, helped me develop and implement innovative and efficient strategies with my clients based on a modern view of marketing. I discovered a balance between the human features regarding the consumer’s behaviour and the economic aspects related to business sustainability.”
    Ariovaldo Alberto da Silva Junior, founding director, Synapse Training Neuromarketing with Active Learning

    “RSM’s Brand Strategy programme is both challenging and refreshing. Putting all essential knowledge and new ideas in a two-day course translates to effective learning if you can keep up. Deeper understanding of customer perception helps me to take decisions with regard to brand management in our company. It’s a challenge to stay focused on the customer and remember to add meaning to your communication and your product. With the energy and expertise of Professor Stefano Puntoni, RSM made a difference in my perception of executive education; I would be delighted to attend a programme again.”
    Jonathan Koppert, New Business Development, Koppert B.V.

  • The two-day Brand Strategy programme is taught in English and takes on RSM’s campus in Rotterdam.


    Please contact our programme manager Monique Collignon for more information. 


    € 1,900 (excl. 21% VAT) including course materials, lunches, and snacks. This fee does not include hotel accommodation.
    10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.

    Cancellation policy

    Cancellation notices must be received by email: The following cancellation fees apply:

    • More than 14 days before the programme’s start date: 25% of the programme fee will be charged
    • Between 14 and 7 days before the programme’s start date:  75% of the programme fee will be charged
    • 7 days or fewer before the programme’s start date: 100% of the programme fee will be charged
    • Cancellations received on or after the programme’s start date: 100% of the programme fee will be charged.


    The participant can be substituted by someone from the same company on the same course without extra costs.

    General terms and conditions

    Please click RSM Executive Education’s general terms and conditions.


    The programmes take place at Rotterdam School of Management, Erasmus University, Bayle Building, Burgemeester Oudlaan 50, Rotterdam.

    Hotel accommodation

    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

  • Dates

    Please contact our programme manager Monique Collignon for more information.