Master Beyond Branding

Brands are created to give consistency and coherence to the communication of a product and, hopefully, to last and survive. But how can they adapt even when they are forced to evolve and question their core values? You find the answer in our Master Beyond Branding.

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Welcome

The Master Beyond Branding degree is a forward-thinking one-year programme exploring how brands and conceptualisation behave nowadays, analysing the current landscape of brand communication, and studying how global changes have influenced brands aesthetics and business models.

We believe branding has evolved far past logos and brand manuals due to the heavy influence of technology shifts and the Internet in the last 20 years—new forms of complexity in communicating them demand novel responses on those responsible for doing so. Contemporary corporate identities must adapt to a never before seen range of audiences, formats, devices and narratives.

Access and Admission Requirements: Graduates in graphic design, advertising, communication and professionals with accredited experience. Exceptionally, graduates in marketing, fine arts or audiovisual with a demonstrable portfolio and advanced knowledge of design software.

We go beyond branding

The new communication paradigm requires organic behavior from brands, which adapt and change in real time. Audiences also have a new role, they have gone from being mere recipients to actors who shape and determine what a brand is or should be with the power of their “likes” and “shares”. So how do you build them to survive, thrive and endure in these conditions? What is the future of branding? With all this in mind, we will address:

What are the elements that a brand must have to survive an ever-changing panorama?
Where are brands heading in terms of communication?
What role do brands have today in the global conversation around politics and culture?
Which are the branding trends?
How does that affect brand communication and branded content?

The Master Beyond Branding proposes branding for a new era through:

Developing a critical and contemporary approach to brand building and branded content.
Studying branding from visual communication to the strategy and its connection to the brand ethos and values.
Creating tools to build brands for human beings and not «target» customers.

This master in branding aims to revolve around different areas of thought and explore paths in:

The evolution of brands through history.
The influence of digitalisation in brand communication.
The humanisation of brands.
Aspirational economy and how brands survive and thrive in a world where value is set on values and community.
Content creation and reflections on the attention economy.
Creation of flexible and versatile brands.
Creation of brand communication with a transmedia approach.
Understanding brands as social and cultural objects.
Understanding the bridge between marketing, advertising and design in today’s media landscape.

Finding your place in the brand spectrum

We will enable you to find your voice and path in the diverse world of brands by diving into different fields of brand building and the roles you can play in them:

What interests you the most?
What are the fields you want to explore?
How does your experience contribute to this specific area of branding?

We want our Master Beyond Branding students to become professionals able to join creative groups and companies with a critical mindset.

How we do it

1 Context

The theory behind the current changes in relation to brands. Understanding the evolution of identity creation at a conceptual and visual level to be able to innovate today and in the future.

2 Zeitgeist and strategic foresight

Analysis sessions and exchange of perspectives to discover the strategy behind today’s cultural products and brands.

3 Brands in the making

Courses that revolve around different areas related to the creation of a brand identity, such as storytelling, creative direction, art direction, aesthetics, trend forecasting, innovation, branded content, and business design, among others.

4 Workshops

Exploratory and interdisciplinary workshops to acquire and synthesize knowledge that complements and enriches the rest of the courses, which have an approach based on experimentation and hands-on.

5 Playground

Project development spaces to capture everything learned in the rest of the courses, in which the proactivity and vision of each person take precedence and which end with the development of the final master’s project.

If you want to know more about the Master Beyond Branding download the brochure here or check the master’s website:

Download brochure Web Masters Beyond

Do you want to know more about the Masters’ School?

Each academic year, students with very diverse professional and cultural profiles of more than 80 nationalities from all over the world attend their master’s or postgraduate training at Elisava. We want to promote connections and networks among students beyond the context of each master’s degree to promote the exchange of knowledge through very diverse projects: we organize interdisciplinary workshops and conferences; transdisciplinary projects with students from several master’s degrees; collaborations with companies, institutions and NGOs…

Masters’ Scholarships

Do you want to study the Master Beyond Branding at Elisava? In this section you will be able to check all the information on the annual call for scholarships, which recognize, reward and disseminate the talent and excellence of future master’s students.