The Branding and Integrated Communication Centre carries out its activity in the field of research and dissemination of trends in brand management and communication. The Centre understands the brand as a strategic and transforming element in organizations and analyses its economic and social impact with an applied and multidisciplinary approach.

The Centre has a strong background in the development of competitive research projects and has also conducted research for companies and institutions. In addition, our Centre provides In Company Training, offering courses for executives and middle managers in all stages of corporate and commercial brand implementation and communication.

Our core lines of research are:

• Brand management: identity and purpose; management of the corporate and commercial brand; Communication strategies; measurement of effectiveness.
• Economic and social impact of brands: economic impact of brands and communication; effects on public; globalization, values and social transformation.
• Content production: New media and digital platforms; branded content; corporate storytelling, brands and media.
• Responsible brands: corporate social responsibility; sustainability corporate activism; co-creation and collaboration brand / society.

We are a team made up of 20 researchers from a wide range of universities (Complutense University of Madrid, ESIC Business & Marketing School, Universidad of Valladolid, Universidad Pontificia de Salamanca). Our experts are specialists in all disciplines linked to brand research, with a strong applied orientation to any type of company or institution.

Some of the services offered by our research Centre, both in research and in consultancy and training, are the following:

• Brand perception studies.
• Advice on designing brand strategies.
• Brand loyalty measurement.
• Brand awareness studies.
• Measurement of brand equity.
• Identification of indicators to measure brand management and communication (balanced scorecards).
• Analysis of the effectiveness of advertising and marketing campaigns (ROMI).
• Evaluation reports of the internal branding.
• Advice on the definition of the purpose, values and territory of the brand.
• Analysis of the corporate reputation in all types of organizations.
• Design and implementation of Corporate Social Responsibility strategies.
• Brand values and corporate activism.
• Support in strategic brand communication decisions.
• Measuring brand health on social networks.
• Creating audiovisual content aimed at building and strengthen brands.

To provide these services we use all types of primary and secondary sources. Primary sources include quantitative methods such as the design of ad-hoc surveys or any type of qualitative analysis (focus group, in-depth interviews, etc.). Among the secondary sources that are provided by third parties, we can carry out analyses with data from different panels (distribution and consumption). The Centre also provides studies based on information collected on social networks.

Our research Centre uses the most advanced analysis methods to extract information to guide brand decisions. These include the most classical econometric and psychometric analysis methods, as well as the most recent methodologies based on Bayesian analysis, text mining, machine learning, etc.

We also provide training and executive courses in companies and institutions (in company and online). The group uses cutting-edge teaching methodologies, interactive, multidisciplinary and practical classes. We adapt to the needs of each organization and offer training in both English and Spanish.