Marketing Masterclass #2: Strategic Branding

How to build a strong brand and differentiate in your market

How Marketing Masterclass #2: Strategic Branding will help you?

This is the second module of Marketing Masterclass series. For a complete learning, we recommend participation to all 3 modules.

Everybody talks about branding and brands, but few know how they are made. Many times, business have success not due to their products, but due to the brand story formed around them.

At the end of this class you will know which are the elements that form a strong brand and how to build them, so your brand can differentiate from other similar brands, to become memorable and noticeable in a noisy world, to be relevant and bring real value to those is made for.

You will learn how to consistently communicate it and how to create a trust relationship with the customers, so your brand could reach their preference top.

The Brand Essence courses participants shared their experience


Mihaela Muresan, Marketing Strategist & Brand Architect at Brand Essence.


Mihaela has 20 years experience in marketing, out of which 10 as Marketing Manager at IKEA. She worked in retail, electronics and media (LG Electronics, Radio Contact, Publimedia, Altex / Media Galaxy and IKEA). She launched new brands on the local market – Media Galaxy si IKEA, but also on other markets – IKEA in Croatia. After she left the corporation  in 2016 she started to provide strategic consultancy in marketing and branding for the companies that want to grow. She has worked in over 40 strategy projects, and she accumulated over 550 hours of training and over 170 in mentorship. During her career she coordinated over 400 communication campaigns.

Read more about her here, read blog articles and watch her in TV shows or conferences here.


Strategic Branding

159 eur + TVA

  • Limited number of spots: 15 max
  • Location: TBA

Registration information

To register, please fill out the form below.

Payment of the course is made by bank transfer to the RO36RZBR0000060018947143 account opened at Raiffeisen Bank.

To complete the registration process, please send us the proof of payment to the address

Company information

S.C. Brand Essence S.R.L.

Adresa: Str. Drumul Padurea Neagra nr. 35-43, corp 13B30, et 1, ap 11, sector 1, Bucuresti
No. of Trade Register Office: J40/12720/27.09.2016
VAT no: RO36571040

9.00 9:30Welcoming participants
9.3010.00Short introduction

Participants introduction and expectations
10.00 13.00FIRST PART:
  1. What is a brand? Examples and definitions

  2. Brand identity: values and personality

  3. Brand architecture:
    • The specific idea (brand promise) and brand pyramid: hygiene factors, differentiators and emotional promise

    • Practical exercise: brand pyramid (based on participants cases)

  4. Brand expressions and forms: the link between tangible and expressed elements (visual and copy identity) and the invisible ones (values); how to keep the balance between form and essence and what are the risks of inconsistence.

13.00 14.00
14.00 17:00SECOND PART:
  1. The relationship between the brand and the public (consumers):
    Perception and measurement methods
    Practical exercise for understanding the indicators and dynamics in time

  2. Branding as a commercial tool: integrated communication and balance between long and short term, between brand and messages

  3. The link between commercial and organizational brand: the two sides of the coin; Role of ethics, transparency and what it means to build brand reputation

  4. Co-branding: advantages and disadvantages

  5. Re-branding: favourable and non-favourable contexts

17:0017:30Final conclusions and expectations validation

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Strategic Branding course in Bucuresti - in English - 3rd of April.

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