+22%
was the growth in the combined value of the world's 100 most valuable brands in 2026, reaching US$13.1 trillion.
Kantar BrandZ Most Valuable Global Brands 2026
Communication, Marketing and Sales
Brand Management
Build strong, consistent brands with a distinct meaning.
next edition Nov 11, 2026
duration 26 hours
study mode In person or online
language Portuguese
investment €1,450
WHY THIS PROGRAM?
Strong brands require consistency, differentiation, and meaning
11.5%
of Portuguese companies used AI in 2025, compared with an EU average of 20%.
INE, Survey on ICT Usage in Enterprises 2025
WHO IS THIS FOR?
Different backgrounds, shared challenges
Brand and Product Managers
Professionals responsible for a brand or portfolio in consumer goods, retail, or service companies.
Marketing Managers and Directors
Professionals in small and medium-sized companies who combine brand responsibility with other marketing functions and want a more structured approach.
Agencies and Consultancies
Professionals who develop brand strategy and activation for clients and want a structured approach to positioning, architecture, and communication.
Entrepreneurs and Founders
Professionals building the brand of a growing business who want to clarify its positioning and value proposition.
WHAT YOU WILL DEVELOP
Knowledge that translates into practice
Brand fundamentals
Understand the brand’s role in customer choice and business growth, and the factors that determine its strength.
Value proposition and positioning
Define a clear value proposition and positioning that guide the brand’s identity and decisions over time.
Activation and experience
Connect communication and touchpoints to strengthen the consistency of the experience throughout the customer journey.
Brand architecture
Define the role of brands and sub-brands within a portfolio, with criteria to organize the offer and reduce overlap.
AI in brand management
Explore how Artificial Intelligence can support customer relationships and the creation of personalized content with generative AI.
Semiotics and meaning
Understand how signs, symbols, and visual and verbal codes shape the brand’s meaning and differentiation.
WHY PBS?
4 reasons to choose this program
Program leadership with brand strategy experience
Gustavo Mendes combines a PhD in Psychology with more than 25 years of experience in marketing strategy, branding, and customer management across B2C and B2B markets.
Semiotics applied to branding
A module led by a guest specialist, dedicated to the signs, symbols, and visual and verbal codes that give a brand meaning.
AI in practice
A module led by a guest specialist, dedicated to AI in brand management, with content creation and customer relationship exercises using generative AI tools.
A brand challenge throughout the program
Across the three sessions, participants apply the program’s models to a brand challenge, connecting the different topics to a specific situation.
EXPECTED IMPACT
Outcomes that translate into value
For you
Greater clarity in defining positioning and the value proposition, with criteria to guide the brand you manage.
A more structured view of brand architecture, with criteria to organize brands and sub-brands within a portfolio.
A stronger understanding of the codes that give a brand meaning, across visual identity, language, and experience.
Greater confidence in using generative AI, for content and customer relationship tasks, with an awareness of its limitations.
For your organization
More integrated communication plans, with less fragmented messaging across channels.
Clearer roles for brands and sub-brands, with less overlap within the portfolio.
A more consistent brand identity, across channels, touchpoints, and teams.
Apply to Brand Management
Start applicationCustomize this program for your team
Contact our Corporate Solutions team
international recognition
Rankings that reinforce our results.
Financial Times
Executive Education 2026 Worldwide
PROGRAM STRUCTURE
From building a brand to its meaning and activation
— Understanding the BrandGustavo Mendes
Understand the brand’s role in customer choice and business growth, as well as the factors that determine its strength.
— Building the BrandGustavo Mendes
Develop the brand’s value proposition, positioning, and architecture, including the role of each sub-brand in the portfolio, with a consistent identity over time.
— Activating the BrandGustavo Mendes
Build an integrated communication plan and ensure a consistent customer journey across different touchpoints.
— Brand SemioticsGuest specialist to be announced
Understand how signs, symbols, and visual and verbal codes shape the brand’s meaning and differentiation.
— Managing the Brand with (Artificial) IntelligenceGuest specialist to be announced
Explore how AI can support customer relationships, including the use of generative AI to create personalized content.
— Masterclass · (Re)Thinking the Future of Brand Management2h · Guest speaker to be announced
Discuss the trends that may shape brand management in the coming years in a session with an external guest.
HOW YOU WILL LEARN
Immersive learning
Apply concepts to a brand challenge
Apply the models explored to a brand challenge across the three sessions, connecting the different topics.
Experiment with AI tools
Use generative AI tools in content creation and customer relationship exercises.
Explore the future of brand management
Complete the experience with a two-hour masterclass led by an external guest, focused on trends for the coming years.
FACULTY
Program direction
Gustavo Mendes is Professor and Program Director at Porto Business School, with more than 25 years of experience in strategic and operational marketing, brand management, and customer management. He is the Founder and Chief Strategy Officer of Ichika Brand Consulting and a member of the Advisory Board of Brand Futures Lab. Throughout his career, he […]
INVESTMENT & TERMS
Prepare your application
Admission is subject to seat availability, so we recommend submitting your application as early as possible.
- early bird 5% discountUp to 1 month before the program starts€1,377.50 Save €72.50
- last call Standard feeUp to 1 week before the program starts€1,450 Subject to availability
ADMISSIONS TEAM
Meet the Admissions team
Get answers to your questions, assess how the program fits your development path, and learn about the application process, schedule, fees, and next steps.
BRAND MANAGEMENT
The next edition starts November 11. Your decision starts now.
Related Programms
- 20 of october, 2026Open Executive Program
Cybersecurity for Executives
Innovation, Digital and TechnologyMode of study On campus/OnlineLanguage PortugueseDuration 36 hoursBuild the ability to integrate digital risk into strategy, meet NIS2 requirements, and strengthen organizational resilience. - 02 of november, 2026Open Executive Program
Project Management
Operations and ProjectsMode of study On campusLanguage PortugueseDuration 40 hoursQualify, plan, and deliver projects with greater predictability in results and benefits. - 19 of october, 2026Open Executive Program
Leading Business Transformation in AI Era
Innovation, Digital and TechnologyMode of study On campusLanguage PortugueseDuration 36 hoursLeading organizational transformation, in terms of people, processes and technology. - 23 of october, 2026Open Executive Program
AI for People Management
Talent, Leadership and Personal DevelopmentLanguage PortugueseDuration 27 hoursAn executive program that prepares HR professionals and transformation leaders to understand, evaluate, and apply artificial intelligence solutions in talent management.
