Branding is key for an organization. In retail or other service industries – it is an ongoing challenge to attract customers and keep them satisfied. Employees play a crucial role in communicating the brand identity. With branding an organization can create trust, a feeling of belonging and other values. Branding tells the story in words and images, showing the brand identity. Branding creates a mind position and associations with values that are important to people, like convenience, happiness, beauty or sustainability.

Minor content

You work in a project team on a brand challenge of a company or organization. You gain a broad and in-depth understanding of branding which helps you to evaluate the brand identity and brand performance and to develop or improve a consistent brand strategy. You develop solutions and prototypes that are aligned with the brand strategy.

Structure of the minor

We work in a small project team on a real-life business case in close cooperation with the company and other stakeholders. During business meetings we share both theoretical and practical knowledge that helps us to solve the branding problem of the company. By using the design thinking approach we provide the company with prototypes and solutions that work in real life. Guest lectures and field trips enrich the learning environment. 

We pay attention to your personal growth and your professional development. Therefore, we have coaching sessions to monitor the team work, the individual performance and the personal learning process. 

 

 

Students from different backgrounds (study, country, expertise) cooperate with companies and other stakeholders. Professional attitude and eagerness to learn are assets.

 

This minor is offered by Entrepreneurship & Retail Management.

• Literature review (handed in in week 4) 
• Process assessment (individual and group performance) 
• Brand strategy (branding solutions for the company) 
• Final presentation (usually an event with the company)