Brand Equity Communications and its Unique Corporate Value

Since the globalization of the economy at the end of the last century, the context of brand communications in today?s businesses has radically changed. Communication strategies to reach any type of target group, are challenged to anticipate stakeholders? interests, build brand equity beyond good products and services and be able to remain competitive in a highly-active technological context that has reversed some of the traditional ways of managing businesses.

In this global environment, corporate communications demand greater levels of engagement and responsibility towards the society in which it operates and larger collaborative synergies and collaboration processes that prove the value of socially relevant and innovative campaigns. To this respect, Europe?s competitive-edge is like any other at stake, but the asset of intellectual capital and cultural identity that the region portrays in its legacy, may be just the right kind of differentiation brands need to successfully compete in the 21st C. The course will explore in depth the concept of brand identity beyond brand image and its current context opportunities, creating debate around some of the most challenging insights of European (and global) society today: Economic and Political stability, Energy policies and Sustainability, Technological and Digital transformation of businesses and society, Scientific future ethics and development etc..