# Building Brands and Influencing Behaviour
**Source**: https://www.uva.nl/en/programmes/summer-courses/building-brands-and-influencing-behaviour/branding.html?origin=8P%2Bydhc4QWqguxxA7xCpKg
**Parent**: https://www.uva.nl/en/education/open-programmes/open-programmes.html
“Products are made in a factory but brands are created in the mind”. The value of brands ultimately resides in the thoughts and feelings consumers associate with them, be it in a commercial, non-profit, or charity setting. The programme combines academic insights with business practice to generate a deeper understanding of the dynamics of brand management.
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[How to apply](https://www.uva.nl/en/programmes/summer-courses/building-brands-and-influencing-behaviour/how-to-apply/application--admission-copy.html)
- [Programme at a glance](#Programme-at-a-glance)
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| **Mode of instruction:** | On-campus (3 weeks) |
| **Academic dates:** | Sunday 14 June - Thursday 2 July 2026 |
| **Housing dates:** | Friday 12 June - Monday 6 July 2026 |
| **Academic fees:** | **Student fee:** €1750. Read more about [what is included in the fees](https://www.uva.nl/en/programmes/summer-courses/building-brands-and-influencing-behaviour/faq/faq.html). **Professional fee:** €2000. Read more about [what's included in the fees.](https://www.uva.nl/en/programmes/summer-courses/mental-health-youth-and-society/faq/housing-and-practical-matters.html) |
| **Housing fees:** | | | | --- | | €950 for a private room with private facilities. Housing is optional. [Read more about university-organised accomodation](https://www.uva.nl/en/programmes/summer-courses/building-brands-and-influencing-behaviour/faq/faq.html). | |
| **Credits:** | 6 European Credits. Read more about [credits and credit transfer](https://www.uva.nl/en/programmes/summer-courses/building-brands-and-influencing-behaviour/faq/faq.html). |
| **Early admission deadline:** | Sunday 1 February 2026 Students who require a [Schengen Visa](https://www.netherlandsworldwide.nl/visa-the-netherlands) to study in the Netherlands are strongly advised to apply before the early deadline to ensure there is enough time to secure a visa appointment before the programme begins. |
| **Final admission deadline:** | Sunday 15 March 2026 |
| **Who is this programme for?** | **Level:** Advanced Bachelors, Masters students and working professionals **Background:** Students should have knowledge of concepts and theories of marketing and business strategy. Working professionals should have some experience in the fields of marketing, communication, design or public relations. Applicants have a can-do attitude and open mind to expand their knowledge, understanding and business skills to become (better) branding professionals in any organizational context. |
- [Programme description](#Programme-description)
In this three-week summer programme, we examine how consumers perceive brands, and how a deeper understanding of the relationships between brands and consumers can be used to develop better branding strategies. The programme provides a sound academic foundation, but continuously translates these theories to the business world. Concepts are always illustrated by real-life examples and supported by exercises and presentations. Participants are invited to critically evaluate if and how organizations (could) apply these theories, where their boundaries lie, and how they may work differently in specific contexts.
The program covers three core themes:
- **Brand value**: The first part focuses on the creation of brand value in the mind of the consumer, including concepts like brand equity, image, personality, and loyalty, as well as instruments to create and measure those constructs.
- **Brand management**: The second part focuses on strategic brand management, with the objective to develop a toolbox for building, managing, and leveraging brands within organizations.
- **Branding challenges**: Finally, we explore challenges brands AND marketers are facing in an increasingly complex business environment. Think of themes like social responsibility, sustainability, and the impact of people as brands. We will also support participants in the development of their own “personal brand”.
Next to the core sessions, a variety of expert guest speakers will share lessons learned in the field, both from a brand management and a consultancy perspective. Most sessions will take place at the UvA campus, but we will also leave the classroom and observe how branding works in the Amsterdam environment. We believe that sound branding can be beneficial for any organization, so we explore “brand-driven thinking” beyond the traditional setting of consumer products as well, including non-profit, governmental, or charity contexts.
Throughout the course, participants work on individual analyses, as well as collaborate in teams to exchange thoughts and challenge ideas. This supports the creation of useful deliverables related to e.g. brand image measurement, positioning, primary brand elements (name, logo, slogan etc.), and association leverage from external sources (endorsers, sponsorships, collaborations etc.). This culminates in a team effort to deliver a branding pitch for a real-life business case.
The aim of this programme is to provide participants with a broader and deeper perspective on what branding means, while challenging them to ‘think on their feet’ as a branding strategist. These learnings will hopefully inspire participants and benefit them in the broader business environment, beyond the limited context of a (potential) job as brand manager.
- [Academic Director](#Academic-Director)
**Roger Pruppers** is the Academic Director of the summer course ‘Building Brands and Influencing Behaviour’ at the University of Amsterdam. Roger is a senior lecturer in Marketing at the Amsterdam Business School, and an internal trainer for the Teaching and Learning Center at the University of Amsterdam. His teaching and research focus on strategic branding and brand management. Next to his academic tasks he provides presentations and trainings on brand positioning and personal branding.
- [Explore our community](#Explore-our-community)
Want to get to know more about studying in Amsterdam? Follow us on social media and join our summer community. Get a feel for our summer school vibe and our academic and social community, and learn about studying with us through the eyes of past summer school students.
[Instagram](https://www.instagram.com/amsterdamsummerprograms/) | [LinkedIn](https://www.linkedin.com/in/uva-summer-programmes/)
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Facts & Figures
Mode
: Short-term
Credits
: 6 ECTS, 3 weeks
Language of instruction
: English
Starts in
: June