• About UPF-BSM
  • Programs
  • Faculty and research
  • News & Events

Master in Brand Strategy and Creative Brand Management

Máster en Estrategia y Gestión Creativa de la Marca

Master in Brand Strategy and Creative Brand Management

UPF-BSMMastersMaster in Brand Strategy and Creative Brand Management

The Master in Brand Strategy and Creative Brand Management is a program for an international audience that 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.

BrandingBrand strategyPublicityCommunication
Next edition
Classes start: September 2024
ScheduleFriday & Saturday
Duration10 months
ECTS credits60
Price11.500 €

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 lifelong learning program 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.


UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally, and places itself among the top business schools in the world.



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.

Ideation and conceptualization of the brand

Types of brand strategy. Ideation processes + design thinking and brand conceptualization models.

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 manifesto

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

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.

Coordination of the communication strategy: Consumer journey

Communication plan, definition of communication actions, and messages according to 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.

Creative activation

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

Master's Final Project

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

Note on the Curriculum

The information contained in these pages is for information purposes only and may be subject to change in the adaptation of each academic year. The definitive guide will be available to students in the virtual space before the start of each subject.

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 receive the following electronic degree certification (eTítulo©): Lifelong learning master's degree in  Brand Strategy and Creative Brand Management, awarded by Pompeu Fabra University. The eTítulo© will be issued in Catalan, Spanish and English.

The electronic degree certification (eTítulo© ) 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


Collaborating faculty

  • Silvia Bajo
    Senior Advisor at LLYC. Former Brand Director of CaixaBank.
  • Cristina Barbosa
    CEO of Ogilvy Spain and former Brand Director of Vodafone Spain.
  • Alberto Burés 
    Digital Strategic Planning Director at Lola Mullen Lowe.
  • Carmen Bustos
    General Director at Soulsight Service Design.
  • David Caballero
    Chief Creative Officer at Wunderman Thompson Spain.
  • Joao Candeias
    Digital strategist at Volkswagen.
  • Luis Conde
    Co-founder at Fuego Camina Conmigo & Strategy Director.
  • Uri Costak
    Creative Director and Content Manager at Grupo Alkimia.
  • Nieves Durán
    Brand Experience Managing Director at VMLY&R.
  • Mercè Elias
    Partner-Director at Collaborabrands.
  • Raquel Espantaleon
    Head of Strategic Planning era Sea. Rushmore.
  • María Fernandez
    Brand Strategist at TikTok.
  • Anna Fornells
    Brand Strategist Consultant.
  • Alfonso González
    Head of Strategic Planning at Arena Media.
  • Guillem Graell
    Managing Partner at Direct 2 Fan Partners. Former brand director of FC. Barcelona.
  • Montse Jimenez
    Head of Brand & Image at TOUS Jewelry.
  • Alba Kent
    Creative Director at Ogilvy.
  • Gonzalo Madrid
    Chief Strategy Officer at WINK Transforming Through Digital.
  • David Miró
    Business Development Director at Factorial RH. Ex-managing Director of PlayGround.
  • Glòria Muñoz
    Director of e-commerce at Barça Licencing & Merchandising at FC Barcelona.
    Master in Digital and Direct Marketing from UPF Barcelona School of Management.
  • Isabel Palacios
    Brand Manager at Bacardi Group.
  • Alex Pallete
    Chief Strategy Officer at Picnic.
  • Verónica Ponte
    Head of digital marketing analytics at MRM-McCann.
  • Gem Romero

    Head of Strategy at LOLA MullenLowe Barcelona.
    He was strategic creative director of Ogilvy&Mather, general strategic director of TAPSA Madrid, associate director of Added Value PLANNERS and Strategic Planner in SCPF. He is a founding partner of APG Spain where he used to serve as President. He has sat on the jury of El Sol (Festival Iberoamericano de la Comunicación Publicitaria), the Premios Eficacia and la Lluna in València.
  • Agnès Rovira
    Global Brands Strategic Director Consultant. Master's degree in Marketing by the University of London.
    Agnès is certified in creative coaching by the NY Creativity Coaching Association. She has worked as Head of Strategy at Catorce DDB, advertising consultant at Ipsos Asi London, and Strategy Director at Added Value and Collaborabrands.
  • Mireia San Nicolás
    Africa Consumer Insight Director at GBfoods.
  • Sara Sobrón
    Marketing Director at Educo NGO.
  • Guiomar Todó
    Deputy CEO at EDUCO NGO.
  • Inmaculada Urrea
    Founding member and branding consultant at SOFOCO Media.
    Bachelor in Contemporary History and Advanced Studies Diploma in History of Art from the University of Barcelona. PhD in Communication in branding from Pompeu Fabra University.


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).

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.

Merit Based Scholarship

Apply for our Merit Based Scholarship, awarded to those who prove they have talent and motivation.

Learn more

Grants and discounts

Alumni discounts

If you are a member of our alumni associations or of one of our partner universities, we offer you a series of applicable discounts on the amount of tuition for your program.

Learn more

UPF Employee Discounts

If you are a member or family member of an employee of the UPF group or belonged to the collaborating institutions of the UPF Barcelona School of Management, you can enjoy a series of applicable discounts on the tuition fees for your program.

Learn more

UPF Partner Latinoamerican Universities Discount

If you are alumni of one of our Partner Universities, you are entitled to a discount of 10% on the UPF Barcelona School of Management Masters and postgraduate program tuition fees (those programs with more than 15 credits).

*Discount not compatible with other scholarships, discounts and reductions.

Learn more


Financing simulator

You can choose how to finance your studies by consulting our simulator.

Go to the simulator

Collaborating entities

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

Caixa d'Enginyers
Future studentFind all the information you need to prepare your future