Postgraduate in Brand Planning and Brand Meaning

The Postgraduate Course in Brand Planning and Brand Meaning turns you into a professional specialist in managing a brand, creating its meanings and commitments, and defining its strategy, based on a rigorous, innovative and creative approach.

  • branding
  • Brand Strategy
  • Brand Management
Next edition
Classes start
01 October, 2021
Program ends
12 March, 2022 (To be confirmed)
Friday from 4 pm to 9 pm, Saturdays from 9 am to 2 pm and one Thursday a month from 6:30 pm to 9:30 pm
ECTS credits
5250 €

The Postgraduate Course in Brand Planning and Brand Meaning provides you with the methodologies and tools necessary to strategically think about the brand: define the meaning, the strategy, and the plan for the brand for each of its contact points.

Starting from concepts such as brand purpose, value proposition, brand meaning, archetypes, brand identity, strategic innovation, or social responsibility, you will learn to plan the creation and development of a brand strategically, to create a world of meaning, to take care of its reputation and to ensure its impact. Throughout the course, you will learn how to give brands a defined identity, ensure that their differential values ​​are recognized and transmitted (Brand Meaning Creation), how to apply innovative concepts to keep it current and unique (Brand Strategy & Innovation), or how to make it live in harmony with its 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 help of different partner companies that allow participants to work on real brand and communication problems.

Why choose this program


Unique in its speciality

First program in Spain that treats the brand from a 3.0 point of view and allows you to understand it from its tangible and intangible aspects (innovation and emotional dimension), as well as from its key construction processes (vision, personality, storytelling, analysis, and strategy).


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 has become a necessary speciality to generate products, content, and messages that respond effectively to rapidly changing needs.

Who is it for?

The Postgraduate Course in Strategic Brand Planning and Brand Meaning 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 the creation and planning of brands.

Admission and enrolment


The Postgraduate Course in Strategic Brand Planning and Brand Meaning is structured into 4 modules and a postgraduate project that is developed throughout the course.

Brand diagnosis

Overview of the process of defining a brand strategy. Methodologies and analysis tools
Methods for making creative leaps
Creative Thinking
Creative direction
Brand-communication-creativity cases
Digital creative activation
Creative writing
Technology and creativity
Sound Branding
Brand campaign workshop
Strategy presentation and activation workshop
Strategic approach
Brand archetypes
Brand Imaginary: Brand Perspective
Communication analysis workshop
Brand and consumer analysis workshop

Ideation and conceptualization of the brand

Types of brand strategies. Ideation processes, design thinking, and brand conceptualization models
Types of brand strategies
The Dove case
Brand content
Brand positioning
Brand purpose
Design Thinking: Ideation Techniques
Ideation workshop
Brand conceptualization workshop

Brand strategy

Functional dimension (Strategic innovation) and Social dimension (Brand purpose and strategic CSR)
Brand conceptualization and architecture
Corporate Brand: The Banco Sabadell case
Strategic innovation: Big Data and Algorithmic Brands
Branded Content
The BBVA case
Strategic CSR
Brand strategy definition workshop

Brand Story and Brand Manifesto

Emotional dimension: Brand meaning creation
Personality and story
Connection of the story with the Zeitgeist
Brand Manifesto
The Codorniu case
The F.C. Barcelona case
Brand Manifesto workshop
Brand strategy presentation workshop


Postgraduate Final Project

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

Complementary activities

BSM Inside is a transversal and interdisciplinary module, common to all master's and postgraduate degrees at UPF Barcelona School of Management, which has been conceived to work on a set of key competencies for professional development in conjunction with the real needs of today's organizations. 

This module extends throughout the academic year and is made up of 3 areas of knowledge that constitute the identity traits of the UPF-BSM: Communication; Entrepreneurship and Innovation; and Planetary Well-being and Humanities. 

All the subjects of the BSM Inside module are 100% online and have been designed as self-learning subjects: from the first day of the subject until the end of the term you will have all the teaching materials available on the eCampus and you can work with the material and the different activities that it contains at your own pace, according to your availability and in a self-organized way. 

Qualification obtained

Once you have passed the program, you will be awarded the degree of Diploma de Postgrado en Planificación Estratégica de Marca y Brand meaning, issued by Pompeu Fabra University.


Academic directors

Francisco Javier Ruiz Collantes

Full Professor UPF-BSM

Jordi Torrents Cruz

Adjunct professor BSM


Mònica Carbonell Morán

Director at Sodabites (innovation agency focused on people and branding).

Gem Romero

Head of Strategy at LOLA MullenLowe Barcelona.


Mònica Carbonell Morán

Director at Sodabites (innovation agency focused on people and branding).

Gem Romero

Head of Strategy at LOLA MullenLowe Barcelona.

Francisco Javier Ruiz Collantes

Full Professor UPF-BSM

Jordi Torrents Cruz

Adjunct professor BSM

  • José Luis Arbeo 
    Branding and Content Director at BBVA.
  • Carmen Bustos
    General Director at Soulsight Service Design.
  • Monica Carbonell
    Director at Sodabites (innovation agency focused on people and branding).
    Bachelor in Communication Sciences from Ramon Llull University.
  • Oriol Costa
    Freelance expert in content creation.
    Bachelor in History from the University of Barcelona and Bachelor in Journalism from Pompeu Fabra University.
  • Mercè Elias
    General Director at Collaborabrands Barcelona.
  • Carlos Gonzalo
    SEO SEM Small Data Analyst.
    PhD in Social Communication from Pompeu Fabra University.
  • Alfonso González Callejas
    Head of Strategic Planning at Arena Media.
  • Guillem Graell
    Marketing Director at FCBarcelona.
  • 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.
  • Alex Orlowsky
    Director at WOM: Water On Mars.
  • Alex Pallete
    Chief Strategy Officer at Picnic.
  • Agnès Rovira
    Founder of DBRAND DREAMS (
    Master in Marketing from the University of London.
  • Mireia San Nicolás
    Directora at GB Foods Africa.
  • Toni Seijo
    Advertising Research Director at IPSOS.
  • Nuria Serrano 
    Head of Strategy at VCCP Spain.
  • Guiomar Todó
    Head of Campaigns & Fundraising at Barça Foundation.
  • 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.
  • Pablo Vázquez Cagiao
    General Director at Collaborabrands Madrid.


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

The defined concepts will be put into practice by defining a brand and communication strategy project on a specific case that will be worked 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.

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


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 work.

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

Professional Future

The Postgraduate Course in Strategic Brand Planning and Brand Meaning 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 and brand innovation. It prepares you to work on the strategic planning of a brand in a company who wants to advertise, or to help the company with its brand strategy from a brand or advertising agency.

It offers a unique training under the leadership of recognized professionals that enables you to work as Account Planner in advertising or brand agencies, or perform strategic marketing functions in any company.

Student profile

With more than 10 years of experience, the postgraduate course 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.


Average age


Average professional experience


International participants

Career opportunities

The Postgraduate Course in Strategic Brand Planning and Brand Meaning provides the necessary knowledge and skills to be able to practice as an Account Planner in advertising or brand agencies, 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

Both in companies (brand development, communication, or marketing 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 for the postgraduate course, 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 2333.
  • 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.


Apply for one of our UPF-BSM Scholarships, awarded specifically to Pompeu Fabra University students with a good academic record.

Social Value Scholarships

UPF Barcelona School of Management, for this next academic year, and aiming at the commitment for social welfare, offers the Social Value Scholarships with the objective of supporting and favoring the groups that the School considers a priority. Enter and consult the details.

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.

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.

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).


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

In addition, UPF Barcelona School of Management collaborates with various banks and financial entities which provide study loans on favorable terms. For more information you can contact any of the following links (in Spanish).

Note, however, that in order to benefit from these special conditions you must have a NIE if you are not a European Citizen. Therefore, UPF Barcelona School of Management strongly recommends international students to seek first for students loans at bank entities of their country of origin, or to search for funding opportunities through international entities.

The Agency for Management of University and Research Grants of Catalonia (AGAUR, in Spanish) also offers loans to university students with legal residence in Catalonia through the PREPOST program.

Application for admission
You are applying for admission to the program:
Postgraduate Diploma in Strategic Planning and Brand Meaning
Modality: Presencial
Language: Spanish
Price: 5250
Admission fee: 120
We will deduct this amount from the total registration fee if your application is accepted. If your application is rejected, we will reimburse you.

Postgraduate in Brand Planning and Brand Meaning