Corporate brands face many challenges, for example emerging disruptive technologies and platforms, social media, the globalisation of markets, and demands from customers and stakeholders for brands to behave more ethically. In this interconnected, increasingly transparent, and extremely dynamic context, senior managers must understand how to build internally-driven authentic and ethical corporate brands, and that these brands embrace influence from stakeholders and co-creation.
Corporate communications cannot be approached and managed strategically without a corporate branding strategy. This three-day masterclass teaches you 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. You will learn how a strong corporate brand can be the most important asset a company has for achieving sustainable profitable growth.
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.
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.
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.
09.00-17.00
€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.
or
Online via ZOOM.
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.
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.
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Programme & Admission Advisor