Kies de Nederlandse taal
Course module: 825060-B-6
Branding, Image & Identity
Course info
Course module825060-B-6
Credits (ECTS)6
CategoryBA (Bachelor)
Course typeCourse
Language of instructionDutch
Offered byTilburg University; Tilburg School of Humanities and Digital Sciences; TSH: Commun. and Inform. Sciences; TSH: Department Communication and Cognition;
Is part of
B Communication and Information Sciences
dr. J. Bartels
Other course modules lecturer
Academic year2019
Starting block
SM 2
Course mode
Registration openfrom 15/01/2020 up to and including 21/08/2020
After the course, students have insight in
  • different conceptualizations of branding
  • the relationship between corporate image and corporate identity
  • concepts of social identity, consumer-company identification and brand identification
  • consumer responses to green branding
  • the role of (interactive) media in branding strategies
Academic skills

After the course, students are able to
  • write a summary on empirical papers on branding, image and identity
  • interpret methodological issues, results and conclusions on empirical articles
  • formulate future research questions and propositions on a specific topic of branding
  • formulate marketing implications based on the results of empirical research

Branding has emerged as a top priority to organization in the last decades due to the growing realization that brands are one of the most valuable intangible assets that organizations have. This course identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand image, brand brand-equity measurement and brand identification. Example questions that will be dealt with in this course are: What is the effect of branding on consumer behaviour? How do identity and image relate to each other? What are the consequences of using (green) branding strategies on a company’s corporate image?

Contact person
dr. J. Bartels
Timetable information
Branding, Image & Identity
Written test opportunities
Schriftelijk (70%) / Written (70%)EXAM_01SM 2209-07-2020
Written test opportunities (HIST)
Schriftelijk (70%) / Written (70%)EXAM_01SM 2105-06-2020
Required materials
The course literature (on average 2 articles per week) will be announced through Canvas.
Recommended materials
Written (70%)

Final Result

4 Papers (30%)

Kies de Nederlandse taal