Master in Brand Strategy and Creative Brand Management


The Master in Brand Strategy and Creative Brand Management will turn you into a professional specialist in the management of a brand, the definition of its strategy, its communication plan at all levels, and its creative activation from a rigorous, innovative, and creative approach.

  • Branding
  • Brand strategy
  • Publicity
  • Communication

Next edition

Classes start: 29 September, 2023 (To be confirmed)

Program ends: 29 June, 2024 (To be confirmed)





ECTS credits



Friday from 4 pm to 9 pm, Saturdays from 9 am to 2 pm and one Thursday a month from 6:00 pm to 9:00 pm


11000 €

The Master in Brand Strategy and Creative Brand Management provides you with the necessary methodologies and tools to strategically think about the brand and define the guiding and unifying concept of what the brand wants to mean and commit to doing for people. A world of meanings and concepts that help structure, give meaning, and order all the actions that take place at the different points of contact of a brand.

From concepts such as brand purpose, value proposition, brand meaning, archetypes, brand identity, strategic innovation and social responsibility, you will learn to plan the creation and development of a brand strategically, to safeguard its reputation, and ensure its impact. Throughout the course you will learn how to endow brands with a defined identity (ensure that their differential values ​​are recognized and transmitted through Brand Meaning Creation), how to apply innovative concepts to keep it current and unique (Brand Strategy & Innovation), how to make it profitable through marketing, how to communicate it and with what creative pieces to highlight its presence in the market, to make the consumer react or how to get them to live in harmony with their environment by applying principles of social responsibility.

All this under the leadership of professors and professionals in marketing, strategic planning, creativity and brand identity, and with the collaboration of different real brands that allow participants to work on real brand and communication problems.

The Master in Brand Strategy and Creative Brand Management is endorsed by Pompeu Fabra University, the 1st Spanish university and the 15th best university in the world (of those with less than 50 years), according to the Times Higher Education ranking. In addition, UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally.

Why choose this program


Unique in its speciality

The first master's degree in Spain that considers branding from a 3.0 vision, conceiving the competitive advantage of a brand as a way to add value to people's lives and at the same time creating income for the company. The only master where you will be able to develop analytical, reasoning, and creative skills through a wide set of strategies and tools of Design Thinking.


100% professionalizing program

All the professors in the program are highly regarded professionals in the sector who work for large clients. Professionals in marketing, strategic planning, creativity, and brand identity provide both the agency's vision and that of the advertiser.


Project based on real clients

The program has the collaboration of important brands that allow participants to develop their master's project around real brand and communication problems.


In demand professional profile

There is a growing demand in companies, advertising agencies, and consultancies, for specialists in strategy and brand management. Strategic brand planning and its communication has become a necessary speciality to generate products, content, and messages that respond effectively to rapidly changing needs.


International recognition

Study at a school accredited by EQUIS, an international distinction that guarantees the quality of our institution and makes us the 1st school of management linked to a public university with this accreditation in our country.

Who is it for?

The Master in Brand Strategy and Creative Brand Management is aimed at graduates in business administration and management, advertising, communication, marketing, design, sociology, social psychology, and market research, as well as experienced professionals who wish to receive complete training in brand management.

Admission and enrolment


The Master in Brand Strategy and Creative Brand Management is structured in 6 modules and a master's project that is developed throughout the course. The first four modules focus on the figure of the brand planner and correspond to the Postgraduate Course in Strategic Brand Planning and Brand Meaning.

Brand diagnosis

Overview of the process of defining a brand strategy. Methodologies and tools for brand, communication, market, and consumer analysis.
The process of defining a brand strategy
Consumer analysis
Analysis of brand discourse
Digital metrics analysis
Brand diagnostic workshops

Ideation and conceptualization of the brand

Types of brand strategy. Ideation processes + design thinking and brand conceptualization models.
Types of brand strategy
Purpose and Brand Positioning
Brand identity and personality
Ideation and design thinking
Brand conceptualization
Ideation and design thinking workshops
Brand conceptualization workshop

Brand strategy

Corporate brand, brand architecture, and management of the portfolio of brand products. Coordination of the brand proposal at the points of contact. Strategic innovation and strategic CSR. Branded content.
Brand strategy
Strategic innovation
Branded content and social networks
Brand strategy study cases
Brand strategy workshop

Brand manifesto

Definition of the brand's personality, tone, and story. Development of a concept video to synthesize it.
Definition of brand personality and tone
Brand manifesto
Brand manifesto workshops
Milestone Presentation 4

Decisions for a communication strategy

Types of communication strategy, definition of actions, and messages to convey the competitive advantage of the brand. Communication concept and copy strategy.
Process and types of communication strategy
Defining the tone of communication
Definition of actions and messages. Copy strategy

Coordination of the communication strategy: Consumer journey

Communication plan, definition of communication actions, and messages according to the consumer journey.
Coordination of the communication strategy through the consumer journey

Digital communication ecosystem

Branded content and development of branded content. Definition of the digital communication ecosystem. Role of each communication channel. Digital strategy and social media strategy.
Branded content strategy
Social media strategy
Digital media strategy
Communication strategy

Creative activation

Definition of the brand's personality, tone, and story. Development of a concept video to synthesize it.
Creative concept
Creative development
Creative activation workshops

Master's Final Project

Master's Final Project

Project applied to the identity, innovation, and reputation of a brand based on a real client.

Complementary activities

The Master in Brand Strategy and Creative Brand Management also includes the possibility of participating in practical activities and activities for personal and professional growth such as:

  • UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.
  • International mobility: The UPF Barcelona School of Management offers you the possibility of expanding your training and international vision through the International Mobility Programme. Extend your studies extracurricularly, during the academic year following the completion of your Master's, at a top-level institution. Limited places.

Qualification obtained

Once you have passed the program, you will obtain an electronic degree (e-Título) for Máster de Formación Permanente en Estrategia y Gestión Creativa de la Marca, issued by Pompeu Fabra University.

The e-Título is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.


The Master in Brand Strategy and Creative Brand Management is a professionalizing master. As such, it is taught by professionals of great prestige in their different disciplines of marketing, strategic planning, creativity, and brand identity, and who contribute both the view of the agency and that of the advertiser.

Academic directors

Francisco Javier Ruiz Collantes

Full Professor UPF

Jordi Torrents Cruz
Jordi Torrents Cruz

Lecturer UPF-BSM
Strategic Planning Director at Ogilvy


Mercè Elias Catot
Agnès Rovira Pagès

Global Brands Strategic Consultant

Alba Kent
Gem Romero

Head of Strategy at LOLA MullenLowe Barcelona.

Francisco Javier Ruiz Collantes

Full Professor UPF

Jordi Torrents Cruz

Lecturer UPF-BSM
Strategic Planning Director at Ogilvy


The methodology of the program aims to be eminently participatory and oriented to professional practice. For each of the course modules, the following is considered:

  • Presentations of key concepts and conceptual frameworks by the teacher
  • Discussion about the content of readings
  • Class discussion on practical cases
  • Resolution of practical cases
  • Workshop classes for the development of analytical, ideation, reasoning and creativity skills.


The concepts will be put into practice by defining a brand and communication strategy project on a specific case that the participants will work on throughout the course.


100% practical and professionalizing

Participative sessions with a teaching staff made up of professionals with wide experience in large clients and who contribute both the view of the agency and that of the advertiser.


Partner brands

The postgraduate project is developed on a real brand problem presented by the different companies that partner the program. Participants solve real brand strategies on these problems. Companies change every year and one of them is always a foundation or NGO.


Group project

The postgraduate project is developed in groups of four participants proposed by the management of the program. In this way, learning and implementation just like in the professional world is guaranteed.


Workshop classes and tutorials

Throughout each module, the participants have two workshop classes to advance their project.

In turn, the work groups will have a tutor to prepare the project. At the end of each module, the groups will have a minimum of two personalized tutorials.


Work for a brand is the fundamental piece of postgraduate evaluation. Each group must make a brand diagnosis, a strategic brand plan, and a Brand Manifesto, a communication strategy, and proposals for creative activation.

Peer to peer evaluation, attendance of the workshops, evaluation by the tutors and evaluable exercises will increase or decrease the individual grade.


The On-Campus&Live methodology allows you to follow the program in person and also remotely.

In this modality, two stable subgroups are opened that will coexist throughout the course: one face-to-face and the other with 100% remote students. The remote students (a maximum of 15 places per course) will follow the program in a synchronous way with the face-to-face students. That is, they will share the same school calendar and schedule as the face-to-face students.

Project-oriented learning and the combination of lectures and active methodologies such as case studies, flipped learning, solving real problems, and professional simulations allow the student to connect theory and practice, acquire advanced skills, and achieve learning which is transferable to the job. The face-to-face modality is enriched with elements of online programs (virtual learning environment, multimedia resources, among others) so that the learning experience of the two subgroups is equally satisfactory.

You will have:

  • Master's or postgraduate work to learn by doing
  • A personal mentor to monitor your Master's Final Project (TFM) or Postgraduate Final Project (TFP)
  • Digital resources to achieve transversal skills
  • Interdisciplinary activities and workshops
  • Digital resources and audiovisual blocks for online learning
  • Active methodologies for transferable learning

Professional Future

The Master in Brand Strategy and Creative Brand Management brings together participants from all over the world who want to turn their professional careers towards the world of brands and become experts in strategic planning of the brand, its innovation, and its communication.

A unique training under the leadership of recognized professionals that enables you to work as Account Planner in advertising agencies, direct projects in brand strategy and innovation in consultancies, or perform strategic marketing functions in any company.

Student profile

The master brings together participants from all over the world with training and experience in business administration, advertising, communication, marketing, or design. The program also has profiles from other backgrounds, such as sociologists and psychologists, interested in how different social and cultural movements affect brands, as well as entrepreneurial profiles.

The master has an international reputation and participants from more than 20 countries.


Average age


Average professional experience


International participants

Career opportunities

The Master in Brand Strategy and Creative Brand Management provides the knowledge and skills necessary to practice as an Account Planner in advertising agencies, direct projects in brand strategy and innovation in consultancies, or perform strategic marketing functions in any company.

Includes the option of doing extracurricular internships.

  • Brand manager
  • Director of communication
  • Brand director
  • Director of brand and innovation projects
  • Director or head of strategic marketing
  • Strategic Planner
  • Brand Planner
  • Account Planner

Both in companies (communication or marketing development departments), and in brand consultancies and advertising agencies (strategic brand planning and communication departments).

Admission and enrolment

Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.

Who can apply?

In order to apply to be on the master, you need to be a university graduate or a higher graduate and prove a minimum of two years of professional experience.

Those participants who do not have Spanish as one of their mother tongues or who did not have it as a teaching language in their training studies, must prove that they have at least a B2 level of Spanish (Common European Framework of Reference), as well as fluently take part in a personal interview with the academic director, if necessary.

How to apply?

To apply for admission to this program, students must read and accept the Terms and Conditions of Contract once they start the application for admission through the following form.

Application for admission

Complete your application within the next admission rounds:

RoundApplication deadlineAdmission resolution

Applications for admission will be evaluated when you complete the following steps:

  • Complete the online admission form.
  • Pay the €120 admission fee. This amount will be returned if you are not admitted.
  • Send the following documents through the online platform e-registrar:
    • Presentation letter or video
    • CV
    • Scanned copy of university degree (if you are in the last year of your degree, you can provide your academic records)
    • Scanned copy of Transcript of Records. Make sure that it includes your GPA (Grade Point Average)
    • Scanned copy of ID Card or Passport
    • Passport-size photo (jpg format)

Additional documents may be requested in certain cases.
Application rounds are subject to the number of places available on the program.


  • The Admissions Committee will select the candidates on the basis of a personal or CV-based interview.
  • You will be notified of the admission decision in writing.


  • Registration must be paid within a 15 days after the admission.
  • Once the letter of acceptance to the program has been received, you will need to submit the following original documents before the course begins:
    • Stamped and/or authenticated photocopy of your university degree.
  • If you have a foreign degree you may need to submit additional documents.
  • Paying the reservation fee (25% of the program's tuition fees) is essential in order to reserve your place
  • If you pay the tuition fees by bank transfer you will be required to introduce the program code. The program code for this course is 1245.
  • The remaining tuition fees must be paid 2 weeks before the start of the course.

Grants, scholarships and financing


The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.

Grants and discounts


Financing simulator

You can choose how to finance your studies by consulting our simulator and receive an answer in less than 24 hours.

Go to the simulator

Collaborating entities

We collaborate with various entities which provide study loans on favorable terms. For more information you can contact any of the following links. 

Master in Brand Strategy and Creative Brand Management