Brand Management
Rome
ITA
Master
Language
Italian
Start date
November 2026
Frequency
Weekend
Fruition
On campus
Duration
1 Year
Course Coordination
Antonio Anfossi
Price
EU/EEA resident students: €13.500
Non‑EU/Non-EEA resident students: €15.500
How can a brand remain relevant when markets, languages, and audience expectations evolve faster than the strategies designed to guide them?
Today, a brand’s value is shaped not only by visibility or product quality, but by its ability to maintain a clear identity, a defined positioning, and consistency in communication over time. Brands operate within competitive environments where strategic clarity, careful reading of data, and cultural awareness influence long-term performance. In this context, brand management plays a central role in translating a company’s vision and business objectives into concrete decisions that make the brand identifiable and credible.
The Master in Brand Management at IED Roma is developed within an ecosystem that is particularly relevant to these dynamics. The presence of major national companies, together with organisations active in the luxury, automotive, hospitality, and service sectors, and a growing network of cultural and creative initiatives, makes Rome a meaningful setting in which to observe how brand value is constructed and managed. Within this framework, branding is addressed as a strategic discipline rather than a purely communicative activity.
The programme guides students through the different phases of brand development, from market analysis and the study of target audiences to positioning, brand identity, and the definition of communication and engagement strategies. Attention is given to the ability to identify insights, interpret data, and translate them into coherent strategic choices. Digital tools and artificial intelligence are introduced as support for analysis, simulation, and concept development, strengthening strategic thinking and decision-making processes.
Teaching activities combine theoretical sessions, project-based workshops, and contributions from industry professionals. Students work on real briefs and engage with working methods similar to those found in professional environments. Digital communication, reputation management, content development, and audience relations are explored in an integrated way, alongside a focus on the specific dynamics of luxury brands and place branding, where identity and economic value are closely connected. The programme concludes with a Thesis Project developed around a real brand or a relevant strategic topic, which may take a design, analytical, or research-based approach.
At the end of the Master, graduates are prepared to contribute to brand management and brand development processes within companies, agencies, or consultancy contexts. Career paths include roles in brand strategy, communication, and planning, supporting the construction and long-term development of brand value.
Information to decide
Learning how to create storytelling and strong brand identity
The Master's Course in Brand Management at IED Roma has a special focus on learning how to develop brand personality and create a strategic plan providing the best possible brand experience across different touchpoints. As a first step, you will be introduced to context analysis as a way to understand motivations, opinions and behaviours that drive decision-making processes of your target customers. You will then be able to translate this into powerful insights with specific activities and actions that contribute to making a brand great.
Over the eleven months of your course, brand management will be approached from every possible perspective. You will be introduced to the main tools needed to create strong and consistent brand identity, learning about what is known as ‘the consumer journey’ and looking at how best to bring a brand closer to its target market, in a way that reflects its identity and mission. We will also look at current competitive and social scenarios, with a focus on trends, values and brand strategies. As far as communication activities are concerned, we will set out the basic features of a social media strategy and focus on how content is used. We will approach copywriting and art direction techniques, study creative synthesis and the importance of insights. As far as marketing topics are concerned, such concepts as digital experience and digital marketing will also be introduced. We will cover brand reputation, understand how CRM and lead generation actually work, and explore the world of experiential marketing and media architectures.
The mission of the Master Course in Brand Management at IED Roma is indeed to train up all-round professionals who can build, position, manage and find ways to successfully communicate brand identity -traditionally one of the key assets of every business or organization.
The Master's Course in Brand Management at IED Roma is designed for students who have already completed an undergraduate degree in humanities or economics. It is also intended for professionals with relevant experience in the specific subject areas covered by this Course.
We are looking for students with great enthusiasm, determination and a strong desire to learn. Indeed, to become a successful brand strategist you need to always stay on top of things, and never be afraid to step out of your comfort zone. You need to be eager to learn more about new trends and the social context where you work, in such a way that you can quickly adapt to any change that may occur.
On your Master's Course, you will get to know more about the whole world of branding. As you experiment and work on a variety of projects, you will have the opportunity to become familiar with all the different aspects involved, understanding what your talent and skills are all about. Upon completion of the course, you will gain awareness of your own skills as a professional. This is because you will have come face to face with your limits, understanding how to go further and move towards a self-aware approach to the world of work.
With more than 10 years of training completed, the Master's Course in Brand Management at IED Roma is a great opportunity for anyone who wants to have a quality approach to the world of work. Indeed, as you take part in the different group work projects on the schedule, you will see that the Master Course will reproduce in the classroom the typical business context where strategic branding plans are studied and developed for customers from a variety of industries.
A key moment in the learning process of the Master Course in Brand Management at IED Roma is an intensive three-week session where you will have the opportunity to test the skills acquired in the course, working on some real-life projects. The first step will consist of a briefing phase, where you will have regular meetings with your customer, working on a brand analysis project together with your team. We will cover everything from developing strategic creativity consistently with your targets, all the way to planning key marketing and communication activities focused on brand enhancement, and also coordinating brainstorm sessions where together with your peers, you will work out in detail some of the creative concepts proposed.
You will meet face-to-face with key players in the branding industry and get an up-close look at brand projects with some exciting storytelling. Discussion with communication experts will help you gain awareness of your own talent and know-how,
consolidate skills and feel motivated to acquire new ones, as you get closer to shaping day after day your future career. Students from previous years of our Master Course have worked on projects for: Biscottificio Antonio Mattei, Feudi San Gregorio, Fida, Gambero Rosso, History Channel, Jaguar Land Rover, Milleocchiali, Panini, Pampers, Pentole Agnelli, TEAMVision, and Telco to name a few.
Over the years, the Master's Course in Brand Management at IED Roma has contributed to
a community of professionals who have been part of relevant and successful branding programmes. Upon completion of your Master Course, with the strong skills acquired you will also be able to kick-start a career path as a Brand and Communication Manager, Digital and Social Media Manager, CRM Expert, Strategic Account and Planner.
Faculty
Course Coordinator
Antonio Anfossi
Senior Advisor in Brand Management and Marketing Transformation
Lorenzo Terragna
Founder and Creative Director of The Teachers
Francesca Gaffino
Luxury Business Director
Andrea Lamberti Zanardi
Eleonora Pannunzi
Giuseppe Colella
Fabio D'Alessandro
Creative Director
Ilaria Gargiulo
Paola Cellini
Head of creative and communication at Translated
Erica De Monte
Client Service Director
Matteo Foglia
Creative Director
Cristina Silvestri
Head of Branded Solutions - ENEL
Giuseppe Luongo
Communication Consultant
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