Leading Brands: Branding and Brands Management Program


Executive Education - Open Programs

Tânia Sousa

E-mail: tania.sousa@ucp.pt

Phone: (+351) 217 227 801


More Information

3rd edition: started on February 21st, 2017
Schedule: download here (available in portuguese only)

4th edition: starts on February 2018
Schedule: available soon

Classes: Tuesdays and Wednesdays, from 6 p.m. to 9:30 p.m.

Duration: 50 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.

It will also be available a simulator that allows to deepen the knowledge and competences learned/achieved throughout the program.

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

Main Benefits

  • Evaluating the importance of the brands and how they create value;
  • Connecting strategic management of marketing and branding;
  • Understanding the challenges in creating and sustaining strong brands;
  • Demonstrating the creation and support of a competitive position from de brand;
  • Understanding the main tools and techniques in management of a brand portfolio;
  • Having access to a more updated information about metrics and measures of performance and brand value;
  • Knowing the global branding perspective;
  • Integrating new digital media on the strategy of branding;
  • Applying in practical terms the learned concepts through the use of an educational simulation (Markstrat).


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