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Catarina Novais

Brand Manager
Leading Brands: Programa de Branding e Gestão de Marcas

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.

Filipa Roldão

Brand Manager
Leading Brands: Programa de Branding e Gestão de Marcas

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.

Isabel Dias

Diretora de Marca
Leading Brands: Programa de Branding e Gestão de Marcas

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.

Luís Filipe Costa

Coordenador de Comunicação e Marketing
Agriloja - Agridistribuição, S. A.
Leading Brands: Programa de Branding e Gestão de Marcas

O “Leading Brands” é uma referência na formação de executivos, cumprindo a sua promessa e o seu propósito. Tal como uma marca! O sucesso do programa deve-se aos professores com “experiência no terreno” e aos conteúdos adaptados à atual realidade profissional. No entanto, os momentos de partilha de perspectivas entre os participantes, torna esta formação ainda mais gratificante. E o Challenge no final do programa é sem dúvida um momento marcante a nível pedagógico. As marcas envolvem-nos influenciando culturalmente as sociedades e a nossa percepção. O “Leading Brands” potencia esse princípio no Gestor de Marcas. 

Mónica Balsemão

Diretora de Marketing
Grupo Impresa
Leading Brands: Programa de Branding e Gestão de Marcas

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.

Pedro Salgueiro

Immuno-Oncology Medical Affairs Manager
AstraZeneca Portugal
Leading Brands: Branding and Brands Management Program

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.

Rita Baltazar

Partner Co-Founder & CEO
Leading Brands: Branding and Brands Management Program

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.


Executive Education - Open Programs

Andreia Hidalgo 


Phone: (+351) 215 906 000