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1. Concepts such as brand awareness, associations, and brand identity will be analyzed. 2. Brand personality and its DNA, brand equity, and brand architecture. 3. Using current bibliography and recent methodologies, including notions of neuromarketing.

Part 1: Brand Strategy 1. The brand value based on the consumer 2. Brand value theories 3. Brand: brand equity, trust, affection, loyalty, audit, meaning, community, prominence, positioning, elements, strategy 4. Brand Identity 5. Extension Strategies and co-branding 6. Brand architecture 7. Brand Personality 8. Measurement of Brand personality, AI tools 9. Building Brand Personality 10. Neuromarketing: definitions and applications Part 2: Branding and User Experience (UX). 1. Brand Sense and Soul: learn how to create a brand´s soul and culture using a Brand Construct Pyramid canvas. 2. Benchmarking and Positioning: The art of Branding is knowing how to fit in to a sector and in turn stand out. 3. Audiences - Stakeholders and Contextual Investigation: If you do not know your audience, your brand will have no direction. 4. Brand Eco-System: Discover how your brand interacts with your Stakeholders and how they in turn interact with each other. 5. Personas and their Customer Journey: We discover who are your brand¿s users and how they interact with it in an emotional and systematic way. 6. Brand Touchpoints Customer Experience: Learn how to discover points of contact and create a unique brand experience. 7. Brand Route Map: Learn how to combine all the previous phases into a single, user-centric Brand Strategy. 8. Digital Branding 9. Bios: How brands describe themselves in Social Media, webs from the brand¿s sector and other on-line sources.Footfall: Events, Trade Fairs, Retail, Info Kiosks, etc.

LEARNING ACTIVITIES Theoretical class Theoretical-practical class Lab practices Agency Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.