Driving brand and innovation to strengthen business competitiveness

Prodeca is helping to publicise among Catalan agri-food businesses the executive programme “Brand & Innovation – Competitive Differentiation for CEOs”, an initiative led by the Foro de Marcas Renombradas Españolas with the support of ICEX España Exportación e Inversiones and the Spanish Patent and Trademark Office, with ESIC Business & Marketing School as academic partner.

The programme is designed as an intensive learning experience for CEOs and senior executives, with the aim of driving brand and innovation as pillars of competitiveness and value creation. At a time when intangible assets can account for up to 90% of a company's value, the programme focuses on the strategic management of brand, reputation and differentiation in global markets.

The training will take place in Tarragona between 3 March and 9 April across five in-person days (four consecutive Tuesdays and a final Thursday). The content combines theory and practice with specialist consultants and executives from leading companies, as well as an in-company visit with a CEO-to-CEO meeting. The programme covers intangible asset management, innovation and digital transformation, brand strategy and corporate reputation, employer branding, sustainability, artificial intelligence applied to productivity and business leadership. It also includes a dedicated leadership workshop and 10 hours of one-to-one consultancy to help apply the content in each company.

The programme is aimed at Spanish companies with a turnover of more than 4 million euros and with international ambitions or potential. One representative per company may take part — except for companies with two partners — and the programme is free for the selected companies, which only cover the approximate cost of meals. Although it is aimed particularly at B2C companies, it may also be of interest to B2B agri-food companies looking to strengthen their corporate brand in competitive environments.

👉 Registration open. Interested companies can consult the programme and apply through the official website.