Brands are one of the most valuable strategic assets of organisations and a fundamental element in building strong relationships with their stakeholders. In an increasingly competitive, digital and global environment, branding goes beyond the creation of a name or a visual identity: it involves defining a distinctive value proposition, building a coherent identity, creating meaningful experiences and establishing lasting relationships with consumers.

This course provides a comprehensive overview of brand strategy, from the fundamentals of branding and the development of Brand Equity to its application in digital, omnichannel and experiential environments. It covers key concepts such as brand positioning, brand architecture, verbal and visual identity, Brand Experience, the Customer Journey, Branded Content, corporate reputation, and emerging trends related to sustainability and artificial intelligence.

Through case study analysis, the resolution of strategic challenges and the development of applied projects, students will acquire the knowledge and tools required to understand, design, manage and evaluate brand strategies that respond to the needs of contemporary organisations.