Brand Development: Growing through Brand Strategies

To gain familiarity with brand strategy definition methodologies, from analysis to implementation, within a structured and coherent process.
To understand the mechanisms that make brands consistent and relevant, achieving a close relationship with their public and a high tendency for consumption or use of their products or services.
To learn how to identify and define the contents that give brands a greater ability to attract and retain customers.
To learn how to apply innovation as a strategic asset in strengthening brands.
To understand how to establish the key messages to change a brand’s image and how to distribute these messages via the various points of contact with customers, generating experiences that communicate these new contents.
To learn how to evaluate and assess brands.

This programme is specially designed for managers and senior executives who are responsible for brands, who invest or want to invest in them and who are looking for effective development strategies: CEOs in marketing, communication, innovation, market research for private and public companies, NGOs, as well as external consultants with responsibilities in these or related fields.

To understand the importance of brands, how they create value and their development potential in terms of generating business growth.
To gain access to a structured process of brand creation, development and architecture applicable to any type of business.
To learn how to measure brand value.
To reflect on the significance and meaning of building a brand-focused organisation.
To be aware of the latest trends and innovative practices in brand development.

The methodology used in the programme is intended to be highly participatory and is oriented towards professional practice. It includes the following: discussion of case studies and exercises; lectures on key concepts given by professors as a theoretical synthesis of each theme covered; discussions on the fundamental concepts introduced; lectures given by brand managers; and reflection on the challenges currently facing brands. Special emphasis is placed on the practical application of the themes covered in the programme.

Date	Tuition Eur.	Location
17, 18 and 19, June, 2009. 3 days	2.850 ¤	Barcelona

Program Director Barcelona

Beatriz Soler Bigas

beatriz.soler@esade.edu

see CV

Barcelona

Montse Cañellas Pascual, Product Manager

montse.canellas@esade.edu

Sandra Mena López, Program Manager

sandra.mena@esade.edu

Contact:

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