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Rotterdam School of Management

Corporate Branding

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Description

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.

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 session by Borja Velón, Director EMEA Communications at Lenovo

Day 3

  • Short review of the key learnings on day 2
  • Building a consistent corporate brand experience
  • Moving from storytelling to storybuilding
  • Guest session by Borja Castresana, former CMO at Danone
  • 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.

Who should attend

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.

Experts

Oriol Iglesias is an Associate Professor at the Marketing Department. Previously, at ESADE, he has also been Director of the Marketing Department, as well as Director of the ESADE Brand Institute (leading consultancy firm on brand management in Spain) and Chair of the Research Group on Brand Mana...
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...
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, ...

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