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.

Our virtual classroom

In the online version of Brand Strategy you will join our virtual classroom, where you can ask the facilitator questions, and interact with your fellow participants via group assignemtns in virtual breakout rooms. For an optimal learning experience, the programme is split into four modules over four days. Each module lasts three hours (including a 30-minute break. The programme is led by prof. Stefano Puntoni, an experienced teacher and an expert in marketing.

  • 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.
  • During the Brand Strategy Programme you will learn from Professor Stefano Puntoni. Occasionally we may substitute other faculty members according to the content of the programme and their availability.

    Prof. Stefano Puntoni
    Stefano Puntoni is a professor of marketing at RSM. He teaches marketing strategy, brand management and decision-making, and has taught at Lancaster University, London Business School, Bocconi University and the American University in Cairo. The Financial Times named him a ‘Professor to Watch’. He researches how new technology is changing consumption and society, focusing on automation, artificial intelligence and technological unemployment. He is an MSI Scholar, and has won several grants and awards. His research on branding and consumer behaviour has appeared in many leading journals. He holds a PhD in marketing from London Business School and a degree in statistics from the University of Padova.

  • "What I liked about the programme are the highest standards of education, the mix of practice and theory, the very easy-going atmosphere, dialogues instead of monologues, and the components of the creative labs in the educational process created by Prof. Stefano Puntoni and others. The brand strategy foundations were fresh and cutting-edge, and I noted down quite a few tips so I could implement them the next day at work."
    Elena Krauzova, independent consultant

    “RSM’s Brand Strategy programme is a very effective and useful course for the experienced brand manager. It’s a thoughtfully balanced combination of theory with challenging cases. I benefitted from the programme directly afterwards in my day-to-day work. Especially on how to balance the long- and short-term interests of your own company versus the interests of the clients when optimizing your brand and product portfolio. Professor Stefano Puntoni has a lot of expertise on this, and he has a very energetic and efficient way of sharing that. The diversity of the participants in class is of enormous added value as well because we shared perspectives and experiences on the topics that the professor brings up. I definitely recommend this class for professionals in branding and marketing.”
    Ilse Peters, brand manager, Royal Auping 

    "Informative, intensive, and just plain fun. RSM’s Brand Strategy programme manages to deliver useful insights on how to best position your brand strategically in just two days. Whether you are an experienced brand manager looking to sharpen your skills, or building a brand for a rapidly growing start-up (like I am), this programme will fit you like a glove."
    Job van den Wildenberg, marketing manager, InvoiceFinance 

    “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.

  • Our aim is to deliver programmes face-to-face again from August onwards, taking into account all government regulations. Should regulations change, you can defer your registration free of charge.

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


    5 - 8 October 2020, online programme* > Apply now

    * The online version of Brand Strategy is split into four webinar modules over four consecutive days. Each webinar module will be held from 14:00 – 17:00 CEST.


    Online programme: € 1,800 (excl. 21% VAT) including course materials.
    Face-to-face programme: € 2,000 (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.

    General terms and conditions

    Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.


    The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam. 

    Hotel accommodation

    We recommend Novotel Rotterdam Brainpark Hotel, adjacent to the university and less than five minutes’ walk from campus. Participants benefit from special rates.

  • Our aim is to deliver programmes face-to-face again from August onwards, taking into account all government regulations. Should regulations change, you can defer your registration free of charge.

    The online version of Brand Strategy programme runs in the fall. Please double click the link below to register: