Creating Brands with Impact

Content

Are you fascinated by brands like Nike, Coca-Cola, but also WarChild and the Van Gogh Museum? Are you interested in building and shaping a brand? Then this minor is perfect for you.

Due to digitalization, technological advancements, the rise of social media, big data, and AI, consumers increasingly seek reliable brands. Topics such as climate and environment, sustainability, and an inclusive society demand brands that are transparent in what they do and how they do it. This creates credibility and trust. And it is precisely this trust and credibility that differentiate brands from mere products. This makes the minor essential for any student who wants to advise companies in the future on how to build a strong brand.

Structure

You will learn by doing. You will work in teams on a strategic branding challenge for real clients. You will conduct research on customers, the market, and the company, and translate your findings into campaign materials such as logos, Instagram posts, and advertisements. Through (guest) lectures, field trips, and events, you will develop your skills as a brand builder. Additionally, in this minor, you will work on your own 'personal brand' by learning how to distinguish your unique value as a young professional.

Learning Outcomes Learning Outcome 1 – Brand Insight Report

In collaboration with various stakeholders (including the client, employees, and customers/partners), you will investigate a branding challenge faced by an organization or company. You will take into account environmental factors, ethical considerations, sustainability, and internationalization aspects. You will apply appropriate methods, theories, technologies, and tools.

Learning Outcome 2 – Visual Brand Kit

Based on analysis and creative thinking techniques, you will develop a brand kit that establishes a unique brand identity. You will communicate your ideas clearly and impactfully, using visual elements. This process involves intensive collaboration.

Learning Outcome 3 – Personal Brand Pitch

You will position yourself as a professional who integrates the interests of the client, environmental factors, sustainability goals, and ethical considerations in branding challenges. Through collaboration, research, and an entrepreneurial mindset, you will develop innovative market strategies with impact. Additionally, you will leverage and further develop your personal strengths and talents.

Entry Requirements

The minor is open to third- and fourth-year students from universities of applied sciences and research universities, both within and outside the Netherlands. A proactive, creative, and assertive attitude is recommended. Basic knowledge of marketing, strategic management, and business economics is an advantage.

Literature

To be announced in due course.

Articles and materials distributed during class and available on Moodle.

Tuesday, Wednesday, and Thursday from 09:30 AM to 3:00 PM.

De minor wordt op drie Inholland locaties aangeboden. Vermeld in je aanmelding duidelijk je voorkeurslocatie.

locaties:

Hogeschool Inholland Alkmaar
Hogeschool Inholland Haarlem
Hogeschool Inholland Rotterdam

Assessment

You will be evaluated based on the delivered professional products (Brand Insight Report, Branding Kit) and your development as a professional (Personal Brand Pitch).

The minor is offered in Alkmaar in both English and Dutch, provided there are enough enrollments.
In Haarlem and Rotterdam, the language of instruction is English.

Additional Information

You are in the driver’s seat. You take ownership of your learning process and are responsible for your own development.