Building Strong Brands

Building Strong Brands

As entrepreneurs, marketing, PR or advertising agencies, when we are constantly confronted with challenges from powerful global brands in our own home markets, we need to be prudent and precise.

Programme dates: December 6-7, 2018


We live in a digital age where customers are less influenced by advertising than ever before. Brand management has become more about managing dialogue – sharing instead of selling. Is your brand ready to compete in this field?

We live in a world of brands, we grew up listening to their advertising monologues and now we want transparency and dialogue. We rarely believe adverts and we can actively avoid them. We have access to knowledge as never before and can make informed decisions. Winning us over as customers isn’t going to be as easy as it once was.

This intensive programme is designed to provide you with cutting-edge knowledge and strategic tools for managing both your brand and your communication agencies, to help you find smarter ways to engage with your customers.


This programme is designed for executives and for general and department managers who want to understand the brand management process and develop a set of skills at a level that is competitive with experts in the field. However effective your brand management skills, this programme will help you to move up to the next level.

By attending this programme you will:

  • Be able to use your problems to seek opportunities
  • Explore the art and science of brand architecture
  • Develop a strong sense of the strategies for building sustainable brands
  • Improve your ability to analyse your brand in order to effectively direct both insiders and outsiders who share a vested interest in developing your brand.

Day 1
Introduction to Sustainable Brand Strategies
Brand Challenge #1: Classic Harvard Case
The Product Brand: f.m.c.g classical branding

  • Delegate ‘homework’ presentations
  • Can we save a dying brand?
  • Have we identified the underlying problems?
  • Can our brand cross borders?

Building Sustainable Brand Strategies across Borders
Brand Challenge #2: Best practices from Luxury Brands

  • The fundamentals of Brand Reputation
  • The principles of Brand Affinity
  • Brand DNA Image vs Identity
  • Integrated Brand Content Strategies

Day 2
Brand Challenge #3: Classic Harvard Case
The Corporate Brand: Hospitality Case

  • Is the Corporate Brand an advantage or disadvantage?
  • Communicating without a Marketing Budget
  • Gaining new users and getting more from existing users

Brand Challenge #4: Your Own Issues
Developing your Brand DNA

  • Reposition or Restage
  • Devising a Sustainable Story-Building Strategy

Philippe Mihailovich is a leading academic in the field of brand architecture, brand stretching and repositioning. He devised brand stretching guidelines for Virgin, has advised governments on rebranding nations and is author of a book on Luxury Brand theory for professionals. As a practitioner he has managed Nivea skin care for the UK and Commonwealth, was Marketing Director for Wella, and devised the EuroBrand strategy for the group, and founded Couture Brands, a private label brand development company working with major supermarket and pharmacy chains in the UK and USA. Now, as CEO of HAUTeLUXE, he advises on luxury retail brands and hotels in Paris, London, Hamburg and New York; for companies in Russia, Serbia, Armenia, Latvia and South Africa he participates in creating brands to compete in the global marketplace. Philippe is also in the process of launching his own social entrepreneurial chocolate brands www.leschocolatiersdefrance.comand


750 EUR + VAT Early bird fee (if paid by November 11, 2018)
890 EUR + VAT Standard fee

Online registration form >


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These two days were spent very valuable. I advise this programme to all who want to be inspired by the fantastic trainer Philippe- he shared both academic knowledge and real-life case studies from leading companies with great brand stories. Especially I liked how Philippe created a new brand story during the class.


Ilze Augstkalne
Head of Marketing Department,
SIA ZetCOM (Amigo)

Trainer was very experienced, talented expert and open to help the students with their issues. Inspiring!


Laura Vendele
Marketing Manager, TNS Latvia 

I really really liked the programme. Philippe is fantastic trainer with great experience -> shared lots of case studies and tried to help each student with his/her company's issue.

For additional programme information
please contact:



Santa Zeidaka

Executive Education
Open Programme Manager
Phone: +371 67015824 
Mobile: +371 29682525