Brand Transformation Program


The key statistics that business leaders need to consider when it comes to transofrming brands to become high performnace organizations:

  1. Over 70% of brands agree that they can see somehow a level of changing in their agency relationship
  2. 53% of high performers’ report that change is happening quickly, that figure drops to only 28% of the mainstream
  3. High performing brands are 63% more likely trying to engage their agency partners in areas related to customer experience (65% vs. 40%)
  4. Research shows that people tend to actively like, rather than actively dislike, a brand. An overwhelming 91% of people felt that when they had a connection with a company, it always seem positive one
  5. 74% of consumers evaluated under the influence of “word-of-mouth” as a key behavior changes in their purchasing decision
  6. 77% of people are coming up with brand loyal, togetherness, however, 37% make repeat purchases and are loyal to a company but 40% makes repeat purchases with not necessarily being “loyal” to that brand

Course Overview

Brand is the symbol or sign which is associated with goods or services and differentiates those of the competition. The relevant competitive strategy needs to be formulated that covers the brand’s environment in the relevant industry. In this course we will examine the role of brands from companies’ and consumers’ perspectives. Also this course will focus on bringing brands to life and the role of brand knowledge in building brand equity. Participants will become acquainted with up to date trends, concepts and tools that have been adopted across industries and around the globe to build lucrative brand franchises. In addition, participants will consider the role of marketing communication vehicles and platforms in effective brand management.

Course Objectives

The course will enable the participants to:

  • Critically evaluate and interpret the role of brands from companies’ and consumers’ perspectives
  • Understand the challenges brand managers face
  • Assess and evaluate the strategic process of building and sustaining brands
  • Critical understanding of psychological, sociological and anthropological aspects of branding
  • Analyse and apply brand management theories within the products and services sectors
  • Develop brand elements to build strong brand equity 
  • Understand the brand extension process and factors influencing brand extension decisions
  • Manage a brand through its life cycle

Course Content

By the end of the module participants will be able to describe the different elements of brands as well as understand the role brands play for companies and for consumers. Through the course and the associated activities, they will develop their understanding about other indicators of brand performance.

The course is configured as a journey toward the concept of the brands. On the theory side, we will start by discussing the fundamentals of branding, current market trends and the role of information technology. On the practice side, we will reflect back on participants’ experiences, share practices and apply our understanding of brand performance and brand equity.

The module relies heavily on business cases to apply the material discussed in class and to draw from participants’ experience – a very important learning component in this class. Participants will also have the possibility to link the material learned to their own experience in their organization.

Module 1:

  • Revisiting the fundamentals of branding
  • Explaining training objectives and understanding each other’s expectations 
  • Understanding the current market trends and the role of information technology
  • Understanding the role brands play for companies and for consumers
  • Brainstorming exercise on challenges brand managers face 
  • Responding to the branding challenges

Module 2:

  • Brand elements
  • Branding elements and their role in building brand equity
  • Choosing brand elements for building strong brands
  • Case study on brand elements

Module 3:

  • Measuring brand equity and brand performance
  • Understanding the importance of measuring your brand equity
  • Understanding methods for measuring brand equity
  • Choosing an appropriate method to measure brand equity
  • Understanding other indicators of brand performance
  • Case study on measuring brand equity and brand performance

Module 4:

  • Introducing new products and new brands
  • Understating the concept of brand extensions
  • Understanding and critically evaluating factors influencing brand extension decisions 
  • Step-up, step-down extensions and distancing techniques
  • Case study on brand extensions

Module 5:

  • Managing brands at different life cycle stages
  • Understanding brand life cycle
  • Critically evaluating effective strategies at different life cycle stages 
  • Comprehensive case analysis 
  • Feedback and learning assessment

Course Methodology

The course is heavily experiential. Space reserved to lecture will be very limited, and learning will happen mostly through class discussion and group work, as it is typical of advanced classes like this. As mentioned above, drawing from participant’s experiences will be a very important learning component in this class. Thus, my expectation is that all students will come to each class fully prepared to engage and be engaged. Participants are expected to contribute through comments, questions, and examples from their managerial experience. In addition to the readings to be done ahead of class, business cases and additional articles to spark conversation might be distributed in class. We will also use a mix of exercises, videos, cases, and/or role-plays to enrich our learning experience.

Target Audience

This course is suitable for professionals and practitioners from a wide range of spectrum from the leading domains of Business, Government, Academia and Society.


5 days (08:30–14:30) with appropriate breaks for tea/refreshments and lunch.

Program Faculty

Dr. Dildar Hussain is Associate Professor at Rennes School of Business. He receives his PhD from the University of Vienna, Austria.  Earlier he has worked as Visiting Professor, Shih Chien University, Taiwan, Visiting Professor, International University of Rabat, Morocco, Industry experience in financial services marketing and management, Operations Manager, Faysal Bank Limited, Officer, Askari Bank Limited and Officer, First Standard Investment Bank Limited.

Dr. Dildar Hussain has extensively classes on franchising strategy and business operations, services marketing management, market entry decision, international strategy and fundamentals of strategic management. He is Academic member of renowned journals such as British Academy of Management, International Society of Franchising, Academy of Management, Academy of Marketing Science and part of reviewer Committee of journals such as Journal of Small Business Management, Small Business Economics Journal, International Journal of Retail & Distribution Management, International Journal of Emerging Markets, Journal of Marketing Communications, International Journal of Business Performance Management, South Asian Journal of Business Studies, Journal of Quality and Technology Management, Pakistan Economic and Social Review, International Society of Franchising Conference, Academy of Management Conference, British Academy of Management Conference and International Corporate & Marketing Communication Conference.

His area of expertise includes, Brand Management, Retail & Distribution Management, Franchise Management (for franchisees), Franchise Management (for franchisors), Services Marketing, Marketing Simulation, Strategic Marketing, B2B Marketing, Social Media Marketing and Luxury Marketing.

Rennes Profile

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