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COMPETENCES CB8, That students are able to integrate knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social and ethical responsibilities linked to the application of their knowledge and judgments. CB9, That students know how to communicate their conclusions and the knowledge and ultimate reasons that sustain them to specialized and non-specialized audiences in a clear and unambiguous way. CG4, To identify the brands strategy in the current saturated advertising market. CE7, To analyze market data to design a strategic communication plan. CE10, To identify and define communication objectives and design the most appropriate strategies in the dialogue between brands and consumers. LEARNING OUTCOMES Students will be able to design brand strategies in the new context of communication. To know the main dimensions and constructs relevant to strategic brand management, as well as their metrics. To be able to set and establish the most appropriate communication and advertising objectives according to brand values and budgetary restrictions.

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 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.

FORMATION ACTIVITIES Theorical class Theoretical practical classes Tutorials Team work Individual student work TEACHING METHODOLOGIES -Exhibitions in the lecturer's class with support of computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. - Critical reading of texts and viewing of audiovisual material recommended by the lecturer of the subject: Press articles, videos, advertising campaigns, reports, manuals and / or academic articles, or for later discussion in class, or to expand and consolidate knowledge of the subject. -Resolution of practical cases raised by the teacher about communication and publicity, individually or in group -Exhibition and discussion in class, under the moderation of the lecturer of subjects related to the content of the subjects, as well as of practical cases -Development of works and reports individually or in groups