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 for managers and executives 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.

Day 1

  • Organic view of a corporate brand
  • Building an enduring corporate brand identity I
  • Building an enduring corporate brand identity II
  • Case study

Day 2

  • Short review of the key learnings on day 1
  • How to be a brand with a conscience
  • Building a sustainable brand architecture
  • Guest lecture

Day 3

  • Short review of the key learnings on day 2
  • Building a consistent corporate brand experience
  • Moving from storytelling to storybuilding
  • Guest lecture 
  • Wrap-up session

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. 
  • You will benefit from the programme if you would like to learn how to build a brand that contributes to sustained profitable growth, and that embraces its stakeholders. Participants for this programme usually have a background in corporate communication, marketing, branding and related disciplines.

    They typically work in branding and communications departments within companies, or they consult for brands.

    It is recommended to have over 3 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
    10-12 February 2020
    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 is fully booked. If you would like to attend other programmes, please check our schedule.

    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 programme 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: