• Starting date


  • Duration

    3 days

  • Fee


  • Language


  • Format


Corporate branding defines what the identity of your brand is: What makes it unique and sets it apart from the competitors? What is the core narrative you want to convey? Why should your employees and stakeholders be proud of building long-term trustful relationships with your company?

This executive programme is offered by the Corporate Communication Center BV, a private limited company entirely owned by EUR Holding BV. It holds accreditations from NVAO, AACSB, EQUIS and AMBA. For detailed information about your rights and responsibilities as a participant in this programme, please contact the Corporate Communication Center BV at CCC@rsm.nl or +3110 4082851.

The following topics will be addressed in this course

Day 1

Building an enduring corporate brand identity

  • An organic view of the corporate brand
  • Building an enduring corporate brand identity I
  • Building an enduring corporate brand identity II
  • The Lego case
Day 2

Building a sustainable brand

  • The Lego case
  • Building a sustainable brand architecture
  • How to be a brand with a conscience
  • Guest speaker
Day 3

Building a consistent corporate brand experience

  • Building a consistent corporate brand experience
  • Moving from storytelling to story building
  • Guest lecture

Key benefits

  • Investigate corporate brands as a portfolio of meanings in a complex ecosystem.
  • Discuss the role of corporate brand identity as the glue that holds an organisation together and links heritage with aspirations.
  • Explore how to build a strong corporate brand with an authentic and enduring identity, as well as an inspiring brand vision.
  • Learn how to align identity and vision with brand communications and experience.
  • Discover and discuss ‘brands with a conscience’.
  • Explore storytelling and story building, and how to use and promote it.
  • Learn how to diagnose and design an exceptional corporate brand experience.
  • Investigate how to prioritise and manage a brand portfolio, and how to choose the brand architecture that maximises its value.

For whom

Find out if this programme is for you

You will benefit from this masterclass if you are professionals and want to understand the fundamental concepts of corporate branding and the latest developments of this continuously evolving topic. You will learn how to develop your corporate brand, and how to nurture it to become an enduring brand.

In our online classroom, you will meet a diverse group of accomplished, driven and open-minded professionals from Europe and beyond, working in various communication positions in the public and private sectors, NGOs, and consultancies. 

Participants in this course are recommended to hold at least a bachelor degree.

Participants in this course are recommended to have 3+ years of work experience.


Laura de Brito Pires – Global Brand Communication Manager - XDDesign

I had been looking for a while for a course that I could leverage my knowledge in branding topics and I definitely found it in the Corporate Branding – Masterclass.

First, the content was well-designed to present models and concepts that are really aligned to business’s needs. And more than that, we could learn from real cases how to implement the topics to build strong brands and the impact of the brand management in business results. The teachers were also knowledgeable and passionate for branding strategy, encouraging us to think outside our comfort zone in the case analyses. Furthermore, the fellow students drove high-level discussions, and the on-line format allowed us to interact and network as if we were on an on-site course, but with the convenience to attend the sessions from our home or in the office.  

It was a real inspiring course that helped me shape my understandings on how to create relevant brands.


See which expert faculty member leads this programme

Professor Oriol Iglesias

Oriol Iglesias is a full professor and director at the ESADE Business School Department of Marketing. He was previously chair of the research group in brand management and director of the ESADE Brand Institute. Oriol has conducted in-company training and research for leading global brands and has experiences as a partner, CEO and consultant at different stages in his career. He has also co-authored several books on brand management and co-creation, and his research on this topic is published in top international academic journals.

Practical information

Date and time




€3,400 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.  



The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam.

Bayle building on the Woudestein Campus

General terms and conditions

Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.


The participant can be substituted by someone from the same organisation on the same course without extra costs.

Interested in an executive master degree?

This course can also be taken as part of RSM's part-time Executive Master in Corporate Communication, a flexible and accredited master programme for professionals.