Sustained profitable growth is the main objective for most companies. However, corporate brands face many challenges, such as emerging disruptive technologies and platforms, social media, the globalisation of markets, and demands from consumers and stakeholders for brands to behave more ethically. 

Woman in classroom taking course on corporate branding

Learning objectives

  • From the perspective of the organic view of the brand (OVB), you learn to see a corporate brand as a portfolio of meanings in a complex ecosystem that needs to be consistently managed – while accepting an increasing loss of managerial control over the corporate brand.
  • We discuss the central role of corporate brand identity as the glue that holds an organisation together and links heritage with aspirations. You also learn how to develop a corporate brand identity and nurture it so that it becomes enduring. We emphasise how a well-defined and shared corporate brand identity aligns brand and communication strategies, as well as business and innovation strategies.
  • You will learn how an authentic and enduring identity, as well as an inspiring brand vision, are needed to build a strong corporate brand. You will discover how to establish a vision that effectively moves the organisation towards its desired goals and objectives for the next strategic planning period.
  • The programme also discusses how to align identity and vision with brand communications and experience – and we underline the key role that corporate culture and organisational structure play in bringing a corporate brand strategy to life.
  • One of the challenges that corporate brands face is a low level of customer trust, due to the perception that CSR policies and practices are false and often just greenwashing practices. Brands with a conscience are an emerging alternative and this perspective is discussed in depth.
  • The best corporate brands invest in storytelling, but most importantly, they invest in story building. You will learn the meaning of this approach and how to promote it. 
  • Brands are not what they say they are – but what they do. It is necessary to understand the corporate brand experience and the financial implications of proactively managing this. You will learn how to diagnose and design an exceptional corporate brand experience.
  • Many companies fail to properly manage their brand and product portfolios – and so overextend themselves and suffer severe managerial and financial problems. You will learn how to diagnose, 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. All participants should be educated toon at least bachelor level, and have at least three years of work experience.

Review of online course by participant

Merlijn Stoffels – senior media relations officer and spokesperson – Red Cross

Despite being sceptical about taking an online course from behind my laptop, I was surprised how well the online setting worked out – specifically the interaction with the professor and fellow students. On some level it was even better. The discussions were interactive and lively as there was more room for asking questions, making comments and sharing links in the chat function of Zoom. The breakout rooms in small groups also fostered peer interaction. The presentation tools helped us to structure the discussions and we could also see the progress and results of what we were creating together live on the screen. During this masterclass I got to know new students in the networking sessions held in small groups. I do hope that one day we will be able to see each other in person. Until then the online masterclass is a valuable alternative. It enables us to keep educating ourselves, to learn new things and to meet other communication professionals.

Faculty

See which expert faculty lead this programme

Dr Oriol Iglesias

Oriol Iglesias is an Associate Professor at the ESADE Business School Marketing Department

Also at ESADE, he has been Chair of the Marketing Department and Director of the ESADE Brand Institute.

Dr Oriol Iglesias

He is a member of numerous boards and committees – including: the executive committee of the European Marketing Academy; the editorial board of the Journal of Brand Management, the editorial review board of the Journal of Product and Brand Management; the scientific committee of the Academy of Marketing’s Special Interest Group on Brand, Identity, and Corporate Reputation; and the scientific committee of the Global Brand Conference.

Oriol has conducted in-company training and research for global leading brands such as Volkswagen, Porsche, Audi, Nestlé, Sara Lee, Telefónica, Orange, Banco de Santander, SAP and PwC.

He has co-authored several books on marketing, brand management, and relationship marketing. His latest book (2016) is “Brand Desire: How to Create Consumer Involvement and Inspiration”, published by Bloomsbury (London, UK). His research on brand management, co-creation, and customer experience management is published in top international academic journals – such as the California Management Review, European Journal of Marketing, Journal of Business Ethics, Journal of Organizational Change Management, Journal of Brand Management, Journal of Product and Brand Management, Marketing Intelligence and Planning, and Cross Cultural Management.

And experienced business practitioners. 

Practical information

Dates

12-14 December 2022

Dates

Fee

€2,900 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.  

Fees

Replacements

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

Student in classroom

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.

General terms and conditions

Location

Online
Via Zoom

Location
VNAB Kenniscentrum
Room: Merwede
Boompjes 251
3011 XZ  Rotterdam
The Netherlands

Bayle building on the Woudestein Campus

Hotel accommodation

There are many nice and affordable hotels within walking distance of our venue.

Novotel Rotterdam Brainpark Hotel

Cancellation policy

To receive a full refund, a written notice of cancellation must be send to ccc@rsm.nl within a term of thirty (30) calendar days after receipt of the written confirmation of the registration, unless the start date of the course programme is within the term.

Accordingly, the cancellation fee is calculated as follows:

  • 25% of the programme fee if the cancellation notice is received 30 days or more before the start date;
  • 75% of the programme fee if the cancellation notice is received between 29 and 15 days before the start date;
  • 100% of the programme fee if the cancellation notice is received 14 days or less before the start date;
  • 100% of the programme fee if the cancellation notice is received after the programme has started.

For more details, please view here the complete General Terms and Conditions.

Secure your spot

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 communications professionals. Find out more:

Contact our team

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