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Description
Important Information:
- Applications open: Anytime
- Priority deadline: Anytime
If you would like to enroll multiple users or need more information about this course, please contact us!
toa@ie.eduWhat you'll learn
- ✔ Identify branding as a strategic investment.
- ✔ Understand the impact of branding on value and reputation.
- ✔ Explore branding's role in culture and talent.
- ✔ Examine sustainability and digital transformation in branding.
- ✔ Analyze innovative branding strategies.
- ✔ Learn from industry experts and real-world case studies.
Course content
Discover the evolving role of branding.
Understand how branding shapes consumer perceptions and market positioning.
Explore case studies of successful branding strategies.
Learn to develop a brand narrative that resonates with diverse cultural contexts.
Understand the connection between talent and branding.
Analyze strategies for building a strong brand culture.
Explore global examples of talent-driven brand success.
Examine the role of digital transformation in branding.
Learn about the latest digital tools and strategies.
Explore successful digital branding campaigns.
Understand the importance of sustainability in branding.
Learn how to integrate sustainability into brand strategies.
Analyze case studies of sustainable brand practices.
Explore innovative branding strategies.
Understand the role of innovation in brand development.
Learn from leading examples of innovative brands.
What our students say about us
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Cristian De la OBranding + Innovation: Brandinnovation
Use people so prepared to execute practical situations where all the knowledge acquired can be applied. It is invaluable. Knowing real situations shown by professionals from around the world helped me have a real perspective of how branding and marketing influence almost the entire value chain in tourism. It’s never too late to keep learning.
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Lorena EscobarBranding + Innovation: Brandinnovation
El curso es práctico, los profesionales son muy técnicos pero a su vez explican de manera muy clara. Te muestra otro mundo un mundo mucho más amplio e invita a potenciar la creatividad.
WHO IS THIS PROGRAM DESIGNED FOR?
This course caters to business and tourism professionals, inquisitive individuals, students, and entrepreneurs eager to delve into the world of branding, recognized as a pivotal tool in today’s global arena. Unlike in the past, when size determined success, today’s success hinges on agility, innovation, trust, and forward-thinking strategies. Participants will gain invaluable insights to navigate this dynamic paradigm and harness branding as a transformative force in their careers and endeavors.
Meet our instructors
ANDY STALMAN
Branding and Tourism Professor
Andy Stalman, known as "Mr. Branding," is a global branding expert with over 25 years of experience spanning five continents. He is the author of influential works such as "BrandOffOn: The Branding of the Future" and "TOTEM. Transforming Clients into Believers." Professor Stalman serves as CEO of TOTEM Branding, advising leading corporations and teaching as a visiting professor at prestigious business schools worldwide. Renowned for his charismatic speaking engagements, Andy is a sought-after keynote speaker at prominent branding and business events, where he shares his expertise on brand strategy and innovation in the digital age.
EMMA GINER
Talent and Tourism Professor
" Emma Giner excels in cultivating multicultural teams and navigating complex, dynamic environments. She began at Mango in 1996 and has two decades in retail, spearheading brand expansion in Asia and Europe. Joining Inditex in 2001, Professor Giner served as Training Head for Oysho and Massimo Dutti, Global Development Director, and International People & Operations Director for Massimo Dutti until 2016. As an entrepreneur and consultant since 2016, she collaborates with global lifestyle, consumer goods, distribution, sports, and pharmaceutical organizations. Emma’s transformative projects have left a significant mark in cities like Shanghai, Moscow, New York, Paris, Dubai, London, and New Delhi. "
EMILIANO PÉREZ-ANSALDI
Digital and Tourism Professor
Emiliano Pérez-Ansaldi holds a degree in Design and Advertising from the University of Buenos Aires, with over two decades of experience across Argentina, the US, and Spain in design, advertising, marketing, and technology. Renowned in Spain's digital sphere for seamlessly integrating marketing, communication, technology, and new tools, Professor Pérez-Ansaldi is a sought-after speaker at global eCommerce and online marketing forums across Spain and Latin America. His expertise extends to teaching at prestigious business schools on both sides of the Atlantic, where he imparts knowledge on electronic commerce, online marketing, and digital strategies.
Gill Wilson
Sustainability and Tourism Professor
Gill Wilson brings over 20 years of marketing experience in the food and tourism sectors, with a background that includes roles at Kellogg, Heineken, and NH Hoteles. Trained in sustainability by the Cambridge Institute of Sustainability Leadership and the London Business School, Professor Wilson specializes in integrating sustainability into business strategies to align with brand values and consumer expectations. She serves as a professor of "Marketing Strategy for Sustainability" at IE Business School and conducts training for initiatives like "Sustainable Travel Ireland" and "Creatives for Climate," focusing on sustainability in advertising agencies.
NATALIA BAYONA
Innovation and Tourism Professor
Natalia Bayona is a government and international relations professional, specializing in foreign trade, tourism, and marketing. Fluent in English, French, and Italian, she has extensive experience in promoting Colombia on international stages. Professor Bayona is passionate about issues such as marketing, image, communication, and public relations within the public sector, emphasizing corporate social responsibility and bridging relations between private sector entities, the public sector, and the media. Her specialties include tourism marketing, government relations, strategic communication in the public sector, and public affairs.