Executive Programme in Strategic Brand Leadership

Brands have been acquiring more relevance in the marketing and management of companies, as they bring an emotional dimension and allow the differentiation of the offer, whether it is the brand associated with the product or the institutional brand of the company.

The success of brand management (or brands) in a company is directly linked to its financial growth. Investing in the brand management process from a more holistic and strategic perspective will have the following advantages:

• Increased connection and engagement with customers, translating brand attributes into proposals that facilitate the sale.
• Generate perceived value for products and services, allowing for better price positioning.
• Integrate and align the marketing and sales areas, in cohesive and consumer-centric strategies.

The availability of specialized programmes in Brand Management Leadership remains limited in the market. Against this backdrop, this executive programme offers a natural specialisation for professionals with a background and experience in management and marketing, providing a strategic step forward in their careers.

• Brands are increasingly valuable assets in creating value for companies across all industries. Mastering the process of creation, positioning and communication is a strategic differential for management and marketing professionals.
• The ability to develop leadership with a strategic vision in brand management is a decisive factor in driving career evolution in the areas of marketing and management.
• Keeping up new trends and innovations, integrating them into the brand management process, is essential to stay up to date and respond to the demands of a dynamic and constantly evolving market.

The programme is aimed at professionals working in the fields of marketing and management who wish to deepen their knowledge of brand management and leadership, with a view to creating brand value and, consequently, driving business growth and enhancing competitiveness. The programme is intended for:

• Brand managers;
• Product managers;
• Marketing directors and managers;
• Communication directors and managers;
• Entrepreneurs and managers;
• Professionals/Entrepreneurs who wish to acquire knowledge about management, leadership, and branding techniques.

At the end of the course the participant will be able to:

• Understand the importance of strategic branding as a differentiating factor in the global market.
• Learn techniques for creating and strengthening brand identity, including purpose, values, and positioning.
• Deepen knowledge in integrated communication, with a focus on storytelling, digital media and offline channels.
• Master concepts of co-creation of value, involving internal and external stakeholders in the development of the brand.
• Analyze case studies of iconic brands to understand successful practices and identify pitfalls in strategic management.
• Foster leadership and innovation skills in the management of teams responsible for branding and communication.
• Explore contemporary trends such as sustainable branding, diversity, inclusion, and ESG in creating brand value.
• Brand Governance, how to structure guidelines to ensure brand coherence across multiple touchpoints.
• Promote the integration between creativity and data, using metrics and insights for strategic decision-making.
• Develop an applied brand management project, as a practical part of the training, linking theory and practice.

From 16 October 2026 to 26 February 2027

Timetable:
Fridays | 6.00pm to 10.00pm

Sessions:
The sessions will be delivered in a blended format (combining face-to-face and online elements). Excluding the final session for the presentation of projects, which will be mandatorily in person, the others may, optionally, be attended in person or online.

1. Executive Program Certificate with the attribution of 15 ECTS to the Participants with evaluation and approval in each curricular unit and the presentation and approval of a written work/Project that will be the result of the work developed throughout all curricular units;
2. Participants who have 75% of the contact hours of each curricular unit, but who have not been approved in all units, will be awarded a certificate proving the attendance of the respective course with an indication of the curricular units completed.