Branding Strategies


The brand is one of the most important assets of a company or an organisation. This is why building and managing successful brands is one of the main challenges in modern marketing. The ability to develop a clear brand vision and involve one’s own reference market is key to an effective branding strategy. In the hypercompetitive global market it is therefore necessary to acquire specific and up to date knowledge and competencies for the management of this key asset of any company and organisation.  


This course will help you to create and implement programmes aimed at providing the customer with a great brand experience, able to differentiate your organisation within the market and to give it a winning competitive positioning. Furthermore, the course is designed to enable those who have brand management or leadership roles to understand how to improve the brand experience. New marketing professionals will learn to set up their first branding programme. The course provides competencies, processes and tools to create and define brands and to effectively involve and gain the support of the organisation’s stakeholders.  


The course is ideal for professionals and managers who have roles of responsibility in brand, customer and market orientation management. It is aimed at guaranteeing the whole organisation’s commitment to creating and upholding a winning brand promise. Further, the course is suitable for directors who hold strategic responsibilities, considering that its core message is that everyone has a role to play in the realization of a great brand experience.  


[su_spoiler title="The concept of brand" open="no" style="fancy"] [/su_spoiler] [su_spoiler title="Branding advantages for customers and suppliers" open="no" style="fancy"] [/su_spoiler] [su_spoiler title="Brand equity" open="no" style="fancy"] [/su_spoiler] [su_spoiler title="Successful brand creation" open="yes" style="fancy"]
  • Brand positioning
  • Selecting a brand name
  • Brand sponsorship
    • Manufacturer and commercial brands
    • License awarding
    • Co-branding
[/su_spoiler] [su_spoiler title="Brand development" open="yes" style="fancy"]
  • Line extensions
  • Brand extensions
  • Multiple brands
  • New brands
[/su_spoiler] [su_spoiler title="Brand management" open="no" style="fancy"] [/su_spoiler]

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets. Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities. Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.  

Modes of attendance

This course can be attended in three ways:
  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace


Whichever way you choose to take the course, you will receive: CERTIFICATE At the end of the course, you will be presented with a named participation certificate. HIGH QUALITY LECTURES Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency. LEARNING MATERIALS All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises. CAREER-SERVICE If you wish, participation in this course will entitle you to: Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network; The review and editing of your CV; Support in managing your job interviews. REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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