Key Facts:

Format:

In Person

Starts on:

October 4th

Duration:

9 weeks | 56,5 hours

Program Description

The efficient Management of Brands/Branding includes knowing the consumers behavior along with the organization's actions to create growth opportunities and profitability in the long-term.

What does a brand mean to the consumer?
How does a brand affect the consumer's choice and behavior?
How do the experiences between the consumer and the brand evolve?
Which are the appropriate Marketing metrics to capture the brand's impact on its performance?

These are questions that the program aims to answer, offering simultaneously the most advanced theory and the best practices in the world of brands.

The purpose is to share a new perspective on the importance and value of a well defined and highly distinguished brand, in a challenging environment, offering simultaneously the most advanced theory and best practices in the brands' world.

This program is aimed to share the techniques to use marketing and branding in order to build a strong, unique and pioneer business.

Develop your ability to launch your brand and increase the loyalty of the consumer, competitive advantage and the profitability of your company.

Main Benefits

Understanding the challenges of creating and sustaining strong brands.

Connecting strategic management of marketing and branding.

Increase the knowledge of metrics and measures of performance and brand value.

Integrate the new digital media in the branding strategy.

Evaluating the importance of the brands and how they create value.

This program includes a business visit - Challenge Case - allowing the participants to contact with the backstage, positioning, and strategy of an iconic brand, as well as powering moments of networking.

Who should attend

Managers who have brand management responsibility in their organizations;
Managers and Directors of Marketing;
Managers and Product/Service Directors;
Managers and Directors of Communication;
Heads of Service and Costumer Support;
Executives wishing to expand their understanding of the branding world and branding techniques;
The participants can be from any industry/sector, large or small companies with traditional or technologic features.

Media Partner:

Institutional Testimonials

The world of brands is now going through an unprecedented revolution. Most of them were built based on invasive and forceful advertisement.
With the digital revolution, the consume of media has changed drastically and, as a consequence, brands had to adjust, becoming content creators, communities healers, and cultural leaders. This program appears in the most exciting moment of all times in the brand world and is aimed to prepare managers for all these new challenges.

Testimonials

The Leading Brands program allowed me to refresh general knowledge of marketing but, above all, to deepen more specific areas, very useful in my day-to-day as Brand Manager. My congratulations to the Universidade Católica Portuguesa for the initiative to create a specific program on brand management in Portugal. I must also emphasize that, on a personal level, I had the opportunity to meet others working at brand management in a totally different business areas, which proved to be an extremely interesting experience.

The influence of technology on our daily lives is becoming increasingly profound and I considered important to invest in training to better adapt myself to the new challenges that the brand management requires.
The Leading Brands program is well structured, has a schedule adapted to reality of who attends and has competent and committed teachers who provide a good learning environment covering different areas and marketing trends.
With the participation in this program, I refreshed ideas, updated my knowledge, explored new concepts and increased my individual skills.

We live in a world of constant change, times of uncertainty and complexity that require focus and agility. The Leading Brands: Branding and Brands Management Program combines the best of marketing fundamentals with the mandatory agility in brand management. I believe that it was once again the right choice.

I highly recommend the Leading Brands: Branding and Brands Management Program to all those who, directly or indirectly, work with brands and consumers. The program takes a very up-to-date approach to the challenges that companies encounter on a daily basis, and shares several strategies, properly integrated in the various communication platforms of a brand.
Even though I worked for more than 15 years in brand communication, I clearly felt the importance of updating marketing concepts related to the brand performance and new consumer behavior in a constantly evolving market.
The practical component of some modules make this program very unique in the area of brand management and with practical approaches that intelligently replace concepts that are typically theoretical.

I have honestly seen my expectations fulfilled at the end of this executive program.
There are two key aspects that I value when it comes to personal development:

1) to learn – from a short executive program like this I was looking for knowledge that I could immediately apply at work.

2) to improve on my strategic thinking - more than a marketing strategy and marketing tactics refreshment I wanted to understand how branding is evolving and how does it fit in today’s world to help me get more out of a situation/market.

Both aspects were covered with a diversity of perspectives from a panel of renowned lecturers. The Católica Lisbon School of Business & Economics (SBE) professors have an active professional experience at national and international level that reflected on how the actual “Branding” state-of-art was presented and discussed in a very practical manner. To finish with the “hands-on” Markstrat simulator/challenge on the last two days really helped to glue the knowledge and concepts learned throughout the program.

The program has deliver on its purpose but I have to highlight the Class of 2016 which brought an extra touch of uniqueness. More than cakes at the coffee breaks, I had meaningful discussions with my fellow colleagues who came from a broad range of industries and fields. When I joined the program I expected an excellent Networking opportunity; in a city aiming to become one of the most competitive, innovative and creative cities in Europe, I indeed found some of the minds behind that “project” here.

I definitely recommend the executive program to anyone wanting to develop their Brand and to expand their Network. My special “Thank You” note to all who put their effort at Católica Lisbon SBE to bring “Leading Brands: Branding and Brands Management Program” together.

Good articulation between academic concepts and the real world, taught by excellent teachers and by the best specialists of the "métier" of the portuguese market. The program provides a good update of contents and market trends. It covers all areas of the "Branding" providing in this way a structured know-how and a vision of the tools needed for the professionals in this area.