Do you want to help organizations, in retail or other service industries, to attract customers and keep them satisfied? Are you looking forward to creating a brand that gives customers a feeling of trust and belonging? Then this minor is a great choice for you. You evaluate a brand and develop or improve it to create a mind position and associations with values that are important to people.


Study start

  • February
  • September


  • Leeuwarden


  • English

European credits

  • 15 EC's

Minor type

  • For all bachelor programmes

Subject area

  • Business and Management

Minor content

You evaluate the brand identity and brand performance of a brand and develop or improve a consistent brand strategy that takes developments in society, (retail) trends, competition and consumers into account.

Structure of the minor

We work in a small project team on a real-life business case in close cooperation with the company and other stakeholders. During business meetings we share both theoretical and practical knowledge that helps us to solve the branding problem of the company. By using the design thinking approach we provide the company with prototypes and solutions that work in real life. Guest lectures and field trips enrich the learning environment. Students act as young professionals in the project team. A professional attitude and eagerness to learn are assets for the project.


  • Literature review (handed in in week 4) 
  • Process assessment (individual and group performance) 
  • Brand strategy (branding solutions for the company) 
  • Final presentation (usually an event with the company)

Target group

Students from different backgrounds (study, country, expertise) cooperate with companies and other stakeholders. Professional attitude and eagerness to learn are assets.

This minor is offered by Entrepreneurship & Retail Management.


Do you have questions about this minor? Ask them via the online form.