Last week TBS Education in Barcelona had the pleasure to welcome the MSc Brand Management students from the Sorbonne Business School, for a study tour.

During one week, the students of the Sorbonne Business School participated in many workshops starting with one on brands and design by Francesc Ribot from Elisava.

On the second day, Laura Diaz, representative of the brand, presented a challenge about Anis del Mono to the students. This was combined with a visit to the museum in Badalona, in connection with TBS Education professor, Fabien Pecot’s research on Brand Heritage.

Wednesday was about brand crises. In the morning, the students had the opportunity to listen to Carlos Carrasco and his talk on “Managing Brand Crises: external steakholders, privacy, and botycotts in technological companies”. In the afternoon, they heard about the rebranding of Palau de la Musica Catalana after the Millet crisis, from Judit Pi, head of communications.

On Thursday, Rosemary Trigg, spoke about “Barcelona: Hospitality and Branding”. And on Friday, the last day was about city branding. Marc Sans (Barcelona Activa) presented the co-creative process that led to the new Barcelona brand signature. Fabien Pecot concluded the study tour with a reflection on city branding beyond the case of Barcelona.

In short, a week full of experiences with great exponents in the field, and the great participation of the students of the Sorbonne Business School.

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