Everyone is a brand: the Executive Development Programme for Qatari Leaders

Executive Development Program for Qatari Leaders - Custom Program

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The long-standing Partnership between SDA Bocconi and Josoor Institute goes beyond sports to enter the world of luxury.

The Executive Development Program is organized by Qatari internationally recognized Sports and Events hub Josoor Institute and delivered across the three cities of Doha, Milan and London.

Fifteen delegates arrived in Milan from Qatar starting their three-day journey to explore the topic of branding in the global economy. SDA Bocconi offered the delegates a 360-degree learning experience of lectures, renowned speakers and field visits.

The course has been opened at the presence of Giuseppe Soda, Dean of SDA Bocconi, and Abdallah Jassim Al Zeyara, Consul of Qatar in Italy. Dino Ruta and Emanuela Prandelli, Academy Directors, have been the pioneers of the project with the support of Junior fellows Chiara Bigotto and Luca Antonelli. The team has created a custom-made educational experience enriched by high-profile companies and the multicultural environment of Milan, a major luxury capital.

During the opening speech, Dino Ruta mentioned that this Program is a step forward in the building of a bridge between Milan and Doha, two cities – two countries – two cultures, connected by being sport-oriented, event-oriented and with a focus on design, luxury and wealth-creation.

The lectures focused on three key-concepts of global branding: premium brand, customer experience, and personal branding. The topics were explored with contributions from leading experts in the field: Dennis De Munck, Ferrari, Javier Zanetti, FC Internazionale, Gianluca Toniolo, D&G Beauty, Carlo Alberto Beretta, Tod’s, and Attilio Marro, Bvlgari Hotels & Resorts.

Participants learnt how to evaluate brand attributes, benefits, and values, and how to effectively develop their company’s and personal brand. Personal branding is a strategic process of creating, positioning and maintaining a positive impression of oneself. A crucial takeaway of the program is that everyone is a brand and can build their own personal brand that fits in the corporate culture.

SDA Bocconi School of Management

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