Corporate Branding

Corporate Branding

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. 

This three-day programme explores how a strong corporate brand can be the most important asset a company has for achieving growth. Participants will learn how to lead the building process for a strong and enduring corporate brand that gives focus to the entire organisation and aligns its diverse stakeholders towards sustained value creation.

Programme format

The programme includes lectures that provide theoretical frameworks, and case studies to help participants practise the theoretical concepts. In addition, visiting business practitioners will share their knowledge and personal experience.

Key benefits

By participating, you will:

  • learn how to develop a corporate brand and nurture it
  • become familiar with investing in storytelling and story building as well as promoting it
  • learn how to establish a vision that effectively moves an organisation towards its desired objectives
  • develop skills how to diagnose and design an exceptional corporate brand experience
  • learn how to align identity and vision with brand communications
  • raise your awareness of managing a brand portfolio and choosing a value-maximising brand architecture
  • become familiar with brand conscience and how to build one
  • This three-day programme is open for professionals with a background and/or an interest in:

    • Corporate communication, both internal and external
    • Marketing
    • PR
    • Branding
    • Reputation management

    It is recommended to have three or more years of work experience.

  • 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.

    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.

    Borja Velón

    Borja Vélon holds a senior management position at Lenovo as Director of EMEA Communications. The aim of his work is leveraging the innovation and differentiation attributes of Lenovo as a company and the products Lenovo brings to the market.

    Also at Lenovo, he is the Coordinator and Coach of the EMEA Media Training Course for Lenovo spokespeople. He regularly teaches the International MBA at the ESADE Business School and he is the keynote speaker in many different events.

    He has twenty years of experience in the Communications field and has led many big projects – he led the communication process at Lenovo after the announcement of the acquisition of the IBM PC business by the Chinese group and he led the WW PR Team to execute Lenovo’s media activation plan as the main sponsor of the Olympic Games in 2008.

    Borja Castresana

    Borja Castresana is Associate Professor in Marketing, Communications, Digital and Retails at the ISEM Fashion Business School and Marketing Lecturer at the ESADE Business School. He is the former Chief Marketing Officer of Danone, where he had many positions, such as the Brand Marketing Manager, the Vice-President of Marketing Actimel and the Vice President of Digital Media of WWBU.

    He is also a former Global Chief & Marketing Officer at Pronovias and Desigual. He has more than 20 years of experience in both local positions as well as international global roles. He has a wide variety of expertise – among which Brand Strategy and PR & Brand Communications.

  • Dates
    15-17 October 2018
    09:00 - 17:00

    The course fee: € 2.600,-, includes tuition, course material and lunches  

    Bayle (J) Building, campus Woudestein
    Burgemeester Oudlaan 50
    Rotterdam, the Netherlands

    Hotel accommodation
    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

    Cancellation policy
    Cancellations must be received in writing (or e-mail) to Ms. Susanna Marco at or

    • 45-30 days prior to the start date of the programme:          due 25% of programme fee
    • 29 – 8 days prior to the start date of the programme:          due 60% of programme fee
    • 7 days or less prior to the start of the programme:              due 100% of programme fee

    To receive full refund, the notice of cancellation must be received more than 45 days prior to the start of the programme (a charge of 10% costs is applicable). If the programme is cancelled, liability is limited to the programme fee.

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

  • This programme takes place from 15 to 17 October. You can apply by using our online application form:

    If you have questions or would like to receive additional information, please feel free to contact us by e-mail at or by telephone at  +31 10 408 2851.

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: