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Launch of the 1st Edition of the Global Chief Communications Officer Programme

Published by Unai Admin

18/07/2025

Launch of the 1st Edition of the Global Chief Communications Officer Programme

Launch of the 1st Edition of the Global Chief Communications Officer Programme

Fifteen students are taking part in the 1st Edition of the Global Chief Communications Officer Programme which Corporate Excellence has drawn up in conjunction with Georgetown University, Columbia University and ESADE Business School to enhance the skill development of those in charge of managing companies’ intangible assets.This senior management programme is delivered in three modules in three of the world’s most important universities: Georgetown, Columbia and ESADE, and by lecturers of the highest standing.The first module, focussing on geopolitics and global affairs management, is currently being delivered in Washington DC. The second module, focussing on communication, will be held in November 2012 in New York and the last of the three, concentrating on leadership, will take place in January 2013 in Madrid.The Chief Communications Officer or CCO is gradually taking on a more strategic role within organisations. Corporate Excellence – Centre for Reputation Leadership has launched this programme as part of its commitment to enhance the competences and skills of those responsible for managing intangible assets.


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Tales as communication tools

Published by Unai Admin

18/07/2025

Tales as communication tools

Tales as communication tools

Tales have become a key tool in communication. In the new information ecosystem, where success depends on managing our influence over our stakeholders, associating tales with our brand and letting others tell our story has become key for undertaking effective and believable campaigns. Led by one of the greatest international experts in the field of storytelling, Antonio Núñez, Director of Y&R Brand Planning, Strategy and Management, the participants in the “Brand & Corporate Storytelling” workshop debated about how tales can be the way of communicating a brand and how different stakeholders can become our brand’s most important ambassadors, placing particular emphasis on the potential of employees in this context. A tale is a sequence of events that contains conflicts, emotions and provides sensations and plausibility. But a tale largely brings sense into our lives. According to Núñez, tales have many advantages because they provoke neuronal attention, virality; they are mnemotechnical and they involve participation; at the same time they generate community, cohesion, culture and a sense of fun. Storytelling techniques shake up traditional ways of communication in organisations, awarding stakeholders a star role as narrators of the organisation’s history. Success resides in finding tales that truly represent what the company is about and forge bonds with its key stakeholders.


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Closing of the 4th Edition of the Senior Programme in Intangibles Management and Analysis

Published by Unai Admin

18/07/2025

Closing of the 4th Edition of the Senior Programme in Intangibles Management and Analysis

Almost 80 students have gone through this programme since it was launched in 2007. On 14 June of this year we closed the 4th edition with a lecture under the title Intangibles Management in Spain: A ten-year history (2002-2012) delivered by Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership. The programme, designed by Corporate Excellence – Centre for Reputation Leadership in conjunction with the Escuela de Organización Industrial (EOI) for professionals wishing to develop their insight and skills in intangibles management, has become consolidated in Spain and Europe as the main benchmark on the subject. For six months and in executive education format, participants acquire the necessary knowledge and skills required by companies and organisations to successfully steer through the new economic cycle we are entering, the reputation economy. Mariano Gómez Agüero, the Programme Director and Ana Álvarez, EOI Executive Education Director, encouraged participants to continue with their training and development because this discipline is incipient as a management discipline. On this matter, Gómez Agüero explained that the programme management is already working on the new edition which will include new contents and is due to start in October 2012.


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Barcelona 2013, Place for the Next International Conference on Corporate Reputation

Published by Unai Admin

18/07/2025

Barcelona 2013, Place for the Next International Conference on Corporate Reputation

Barcelona 2013, Place for the Next International Conference on Corporate Reputation

Santander, BBVA, CaixaBank, Iberdrola, Telefónica, Gas Natural Fenosa and Correos presented their best practice cases at the 16th International Conference on Corporate Reputation held every year by the Reputation Institute. This time the meeting brought together experts from 34 countries and became a point of reference for academics and professionals specialising in management of intangibles. The Next International Conference on Corporate Reputation will take place in Barcelona Alignment, branded content, storytelling, non-financial indicators and brand engagement among others have been the main topics discussed during the Conference. Participants also expressed widespread support for the introduction of the Chief Communication Officer role as the top executive for managing intangible assets in companies. According to the data presented during the conference, companies that are willing to lead by reputation are facing three challenges: - 51% said that there is no structured procedure in their company for incorporating reputation management into business processes. - 37% acknowledged that they do not take full advantage of relevant information about every group of stakeholders. - 35% pointed out that activities aimed at different stakeholders are not aligned among departments, and in many cases each department holds activities without taking into account what is done by other departments. In this sense, Spanish companies that for more than a decade have been committed to professional management of corporate reputation, are at the forefront of innovations and understand the interests of similar companies at the international level. Please visit our blog to read about key conclusions of the 2012 International Conference on Corporate Reputation.


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Corporate Excellence and the Centre for Public Leadership launch Ranking Global Issues 2012

Published by Unai Admin

18/07/2025

Corporate Excellence and the Centre for Public Leadership launch Ranking Global Issues 2012

Corporate Excellence and the Centre for Public Leadership launch Ranking Global Issues 2012

“Cooperation between the public and private sectors is important as never before to determine the priorities that we have to take into account”. This is the hypothesis investigated in the report titled Public Affairs: Conceptual Framework and Management Model. Ranking Global Issues 2012, drawn up by Corporate Excellence – Centre for Reputation Leadership and the Centre for Public Leadership established by MAS Consulting and Pontificia Comillas University (ICADE). According to Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, “the problems that societies are facing at the moment are so serious and require such significant investment of resources that they cannot be solved if approached separately from the public or private perspective”. In the 21st century, the two counterparts need each other to survive and develop in a sustainable manner. The two spheres are interdependent, complementary and necessary for healthy functioning of societies. The report identifies the issues on the global agenda by analysing various multilateral initiatives and ranks them based on the opinion of experts from the institutional, academic and business areas. Some of the prominent experts who took part in this project are Alejo Vidal-Quadras, Vice President of the European Parliament since 1999; Jordi Sevilla, Former Minister of Public Administrations; Ramón Jáuregui, Former Minister of Spanish Presidency and MP of the Spanish Parliament; Gabriel Elorriaga, MP and President of the Commission for Economy and Public Administrations; Manuel Villoria, Professor of Political Science and member of the Board of Transparency International Spain; and Íñigo Navarro, Dean of the Law Faculty at ICADE. All experts agree about the fundamental idea: “in order to solve the issues they have to be approached jointly. The solution should involve private companies, the public sphere and all social actors”. As the Report puts it, together we can make progress faster and better. The presentation of the report took place at Pontificia Comillas University (ICADE) on May 24, following an internal presentation to the members of Corporate Excellence on May 22. On June 1, it will make its international debut in Milan in the frames of the annual Conference on Reputation organised by the Reputation Institute: “Going Global in the Reputation Economy”.


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Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments

Published by Unai Admin

18/07/2025

Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments

Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments

The pilot issue of The Analysis of Online Comments (BEO) designed for analysing comments about organisations made on the web and estimating their impact on corporate reputation is the fruit of cooperation between Corporate Excellence – Centre for Reputation Leadership and R+D Llorente & Cuenca, The Centre for Ideas, Analysis and Trends at Llorente & Cuenca. The study identifies the main opportunities and reputational risk areas for a company, sector, dimension, stakeholder or online platform. More specifically, it sets forth results of an analysis of 32,000 URLs, 15,200 references, 41 brands and 11 sectors at such online platforms as the real-time network Twitter, social network Facebook, multimedia network Youtube and hypertextual network Google. The Analysis is a biannual study aimed at in-depth investigation of numerous opinions and spontaneous comments made about a brand by its stakeholders as well as its relation with the dimensions that constitute corporate reputation in accordance with the RepTrak™ model suggested by the Reputation Institute and developed jointly with the Forum for Corporate Reputation – the model that became one of the global standards for measuring corporate reputation. According to Adolfo Corujo, Partner and Director for Online Communication at Llorente & Cuenca, the study allows an organisation to identify the trends and anticipate their reputational impact. The idea is to find a relationship between the information published on the Internet and the reputation index Reptrak Pulse in order to incorporate these insights in the company’s strategy. Ivan Pino, Director for Communication at Llorente & Cuenca believes that companies still have a long way to go in order to build dialogue with their clients and adapt their contents to the hypertextual environment. Pino goes on to say that the results of the study show that Marketing and Communication departments of companies pay a lot of attention to the social network Facebook and post audio and video content on Youtube. However, the lowest evaluation scores have been observed in the hypertextual resources: blogs, forums, websites, news portals and other web formats. The conclusion is that the variables used in The Analysis of Online Comments(awareness and recognition) enable companies to estimate their positions on the Internet. It is important because today favourable positioning in the online environment with 2,000 mn interconnected users is key for improving reputation of companies.


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Corporate Excellence and LID present Alinear para ganar

Published by Unai Admin

18/07/2025

Corporate Excellence and LID present Alinear para ganar

Corporate Excellence and LID present Alinear para ganar

Madrid, April 20, 2012. Spanish think tank Corporate Excellence - Centre for Reputation Leadership and publishing house LID Editorial have today presented Alinear para ganar, the Spanish-language version of The Alignment Factor. Leveraging the Power of Total Stakeholder Support, the latest book by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management and Vice-Chairman of the Reputation Institute. This book, which deals with stakeholder management, is the first volume in the new Corporate Excellence Library on corporate reputation. In the words of the author, “Total stakeholder support, which is the strongest form of alignment, gives a company tremendous leverage that opens markets, wins government permission to do business and minimizes problems”. The message is very simple: if business areas and departments work together, respect and contribute to one another, then the possibilities of success increase exponentially. The book explains how to build up an excellent reputation by aligning stakeholders with corporate strategy. In recent years Van Riel has studied the cases of Barclays, BBVA, Deloitte, Delta, FedEx, Gas Natural Fenosa, General Electric, Google, Iberdrola, IBM, IKEA, ING, Johnson&Johnson, KLM, La Caixa, McDonalds, Monsanto, Nestlé, Nokia, Novartis, Petrobrás, Philips, PWC, Randstat, Repsol, Santander, Shell, Sony, Southwest Airlines, Telefónica, Toyota and Unilever, among other firms. He asserts that the most successful firms understand that “the most brilliantly designed and calculated strategy is (…) doomed to utter failure if the key stakeholders that the organization depends upon do not support it”. Luis Abril, Chair of Corporate Excellence - Centre for Reputation Leadership states that “today a sound message can only be transmitted if companies manage to align their internal and external stakeholders with their strategy through corporate reputation management”. He believes that the book presented here “represents a highly valuable, useful asset for CEOs, General Managers and other management committee members seeking to tackle the processes of far-reaching transformation entailed by the new economy of reputation”.


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Corporate Excellence & LID Editorial set up corporate reputation management library

Published by Unai Admin

18/07/2025

Corporate Excellence & LID Editorial set up corporate reputation management library

Corporate Excellence & LID Editorial set up corporate reputation management library

Madrid, April 19, 2012. Spanish think tank Corporate Excellence - Centre for Reputation Leadership and publishing house LID Editorial have set up their new Corporate Excellence Library “to help firms and professionals create strong brands with good reputations, capable of competing in global markets”. The Corporate Excellence Library seeks to become a benchmark for Spanish-language publications on the management of key intangibles such as brand, reputation and corporate communication. Its publications will initially be distributed in Spain, Latin America and the USA, and will also be available in e-book format through the main online sales platforms. The first volume in the Library is to be Alinear para Ganar, which deals with managing influence and stakeholder groups. This is the Spanish-language version of The Alignment Factor by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management and Vice-Chairman of the Reputation Institute. In the words of LID editor César Piernavieja, “this library is a clear example because from this very first volume it is to offer the world of business the tools that it needs to strengthen its operations and become more competitive in an uncertain environment”. Corporate Excellence - Centre for Reputation Leadership is a think tank supported by major global companies with the remit of professionalising corporate reputation management as a strategic resource for guiding and building up business value throughout the world. LID Editorial was founded by Marcelino Elosúa in 1993. It is currently one of the leading business and management publishing houses in the Spanish language, and has a strong presence in both Spain and Latin America.


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Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Published by Unai Admin

18/07/2025

Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Madrid, 20.03.2012. Social networks are changing the way in which consumers relate themselves to the brands. Out of 1,600 mn people currently present in social networks, 33% have a brand as a friend, 47% write about brands, 78% read the comments made by other users about brands and 80% use the Internet in order to find information about products and services before buying a product. These are some of the main findings of the study titled Digital Life, prepared by the consulting firm TNS and spanning 60 countries. The study was presented yesterday in Madrid to a panel of 20 leading Spanish experts in the field of brand management via social networks. According to the study, despite the fact that 54% of consumers believe that social networks are a good source of information about brands, 53% of the respondents say that the presence of brands in social networks is intrusive. This obvious contradiction is a great challenge for the brands, says Jordi Ferrer, Global Head Digital TNS. It is important to understand the impact of social networks on the purchasing decision, identify influential consumers in this channel as well as measure and optimise the performance of the brand in the most important contact channels. Digital Life shows that consumers use Internet at least 18 hours per week, and this amount is growing. Another relevant fact is that consumers became the main producers of content in the online world. According to Pedro Ros, TNS’s Chairman, “Digital Life is the most comprehensive analysis of behaviour and attitudes of digital consumers that has ever been conducted on the global scale”. The study breaks down the use of Internet into six categories or lifestyles: trend-setter, communicator, knowledge searcher, networks user, aspirer and functional user.


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Leading academics and experts discuss innovations in brand management

Published by Unai Admin

18/07/2025

Leading academics and experts discuss innovations in brand management

Innovation is key to maintaining one’s competitive edge and organic growth in the long run as well as to overcoming the crisis. Oriol Iglesias Bedós, Academic Director of the ESADE Brand Institute and F. Xavier Lesauvage, Deputy Director for Innovation and Entrepreneurship at Esadecreapolis, presented the kinds of existing innovations and their impact on brand management within the framework of the workshop titled Making Brand Innovations Profitable. Cosmetic, renovating and conceptual innovations are the three main kinds practised by companies. Iglesias and Lesauvage explained that this classification is useful for managing the portfolio of undertaken innovations because it helps to focus the strategy of company positioning in terms of innovations. Lesauvage explained that the kind of innovation is preconditioned by the corporate culture, strategies, best practices and tools. Besides, both speakers agreed that organisational culture determines the type of leadership, processes and relations with the community. According to Iglesias, the main factors that maximise the potential of innovations in a company include involvement of the top management, adequate compensation strategies, effective communication, training and evaluating the achievements throughout the innovation cycle. Rapportive


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Commitments, leadership and management systems as key elements for managing stakeholder relations

Published by Unai Admin

18/07/2025

Commitments, leadership and management systems as key elements for managing stakeholder relations

Commitments, leadership and management systems as key elements for managing stakeholder relations

One of the most important changes that companies are facing at the moment is acknowledging the fact that the control of power shifted to stakeholders. This is how the situation is understood by around 50 experts with academic and business profiles who took part in the meeting titled An Organisation Focused on Stakeholders held by Corporate Excellence – Centre for Reputation Leadership in Madrid. According to Carlos Rey, Professor of Strategic Management at the Universidad Internacional de Catalunya, organisations have to incorporate stakeholder management into overall corporate culture. The academic emphasised that although a lot of attention is currently paid to this topic, on many occasions the results are partial and unsustainable. Rey believes that in order to step up the processes of stakeholder engagement it is necessary to undertake clear, concrete and concise commitments and communicate them to the stakeholders, which would allow the company to involve them in the organisation. Secondly, companies should develop systems of managing indicators and set objectives that are consistent and coherent with the company’s mission and vision. Finally, a leadership model has to be developed which would ensure that the commitments are supported by the top management of the company. But how to develop this leadership model? According to Carlos Rey, we are witnessing a transition from the individualistic leadership model (leader – follower framework) to the shared leadership model (leader – leaders framework). Because organisations are governed by systems, the shared model ensures that the vision, the values and the commitments are shared at all levels and permeate the whole organisation. In his turn, Carlos Vicente Alberto, Monsanto’s Director for Sustainability and International Relations in Europe explained how the company is managing its relations with the stakeholders and the focus on the role of employees in the organisation. Both speakers agree that it is necessary to break the barriers between different departments of the organisation in order to achieve firm-wide commitment, to promote the mission within the company and to project it outwards. One of the most important conclusions of the meeting was that it is necessary to align an organisation’s strategy with the stakeholders, based on the long-term vision and starting with internal stakeholders, most importantly, with the employees.


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Trust is key for building the reputation

Published by Unai Admin

18/07/2025

Trust is key for building the reputation

Trust is key for building the reputation

Madrid, January 26, 2012. Trust in companies, governments and NGOs decreased significantly in Spain, according to the results of Edelman’s Trust Barometer 2012, a report presented today in Madrid in the Spanish office of the European Commission. The study reveals a sharp decline of trust in governments, year on year (27 points). Business also demonstrates a decrease in the level of trust from 53% to 32%. According to Alan VanderMolen, President and CEO of Edelman Global Practices, this may mean a great opportunity for companies. In terms of industries, Technology companies are still the most trusted companies in Spain (72%), followed by the sector of Food and Beverages (67%). Financial Services and Banking are the least trusted sectors, coming in the last two lines of the rating respectively. The study reveals differences between the expectations of the society and performance of companies. Values such as “treating the employees well”, “placing customers ahead of profits” and “offering high quality products or services” are of paramount importance at the time when it is necessary to build trust. Ángel Alloza, CEO of Corporate Excellence-Centre for Reputation Leadership, stressed that today power is in the hands of stakeholders and that reputation management implies responsiveness to the expectations of stakeholders. According to Alloza, the key is to do what one promises and to do it well. Alloza also emphasised the need to create a common roadmap for the public and private sectors in order to develop new trusted brands based on integrity, transparency and long-term vision. Growing credibility of the employees and “someone like you”. As for the credibility of information sources, results of the study point to a significant change of roles. Employees and the figure of “someone like you” are becoming more and more important, 24 points higher in both cases – a significant increase of trust. On the opposite, trust in the CEO plunged dramatically (18 points), hitting the last but one position. NGOs are still reported to be the most trusted institution by the society. Growth of trust in the social media With respect to the sources of information, the study shows a significant growth (7%) of trust in the social media, which comes 6 points ahead of the corporate information sources. Traditional mass media are still the most trusted sources, although the level of trust decreased slightly. Participants of the presentation included Alan VanderMolen, President and CEO of Edelman Global Practices, Ángel Alloza, CEO of Corporate Excellence-Centre for Reputation Leadership, Javier Noya, Chief Researcher for International Studies of Real Instituto Elcano, and Miguel Ángel Aguirre, CEO of Edelman Spain.


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Scorecards in the 21st Century: How to Integrate Non-Financial Indicators

Published by Unai Admin

18/07/2025

Scorecards in the 21st Century: How to Integrate Non-Financial Indicators

Scorecards in the 21st Century: How to Integrate Non-Financial Indicators

Integration of non-financial indicators in scorecards and trying to understand the impact that this step may have on the business model in terms of strategic decision-making is the topic that was discussed today during the workshop titled Integration of Non-Financial Indicators in the Balanced Scorecard. According to the members of Corporate Excellence, financial indicators point to the results achieved in the past, while non-financial indicators (such as the reputation, the brand, customer satisfaction and commitment to the employees) may be indicative of the amount of wealth that will be generated in future. This was the starting point of the meeting, which attempted to combine theory and practice by developing non-financial indicators that could complement the financial ones and be included in the balanced scorecards of companies. Led by Enrique Carreras, Professor of the CEU – San Pablo University, participants reviewed the “reputation” construct and methods that are acceptable from the academic perspective for reputation management. These academically approved methods include RepTrak Pulse, praised for its simplicity and the capacity to involve different stakeholders in the measurement of reputation. In her turn, Macarena Estevez, the Director of the marketing consulting firm Conento, presented an in-depth overview of the characteristics, peculiarities and indicators of balanced scorecards. Balanced scorecards facilitate the decision-making process and control in companies. Conento’s Director emphasised the complexity of this business tool and noted that success depends on involving all divisions of the organisation in development and application of the balanced scorecard. The BBVA Case The practical perspective this time was contributed by BBVA. Maria Such, responsible for BBVA’s reputation and brand positioning, presented a project that was initiated by her company to integrate non-financial indicators (reputation, brand and experience, in this case). For two years the financial institution tried to demonstrate the impact of intangibles on its business model. Such concluded that there is a direct relationship between growth of non-financial indicators and business growth. According to Maria Such, this tool allows the reputation and brand department to identify the main drivers of value growth that affect the strategic decision-making process. Thus, BBVA is setting an example that may be followed by other members of Corporate Excellence that are just starting to work in this direction.


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Spain has a great opportunity to promote management of intangibles

Published by Unai Admin

18/07/2025

Spain has a great opportunity to promote management of intangibles

Spain has a great opportunity to promote management of intangibles

“Reputation and brand are key to differentiate our products and services, and to lay the foundation for a new model of competitive advantage which generates sustained value”, says Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership. Reputation is key for recovering the trust and creating value for companies, institutions as well as the whole country, its regions and cities. For Alloza, “reputation is not a black box. It consists of 7 dimensions that need to be carefully managed: products and services; transparency, good corporate governance and ethics; social responsibility and sustainability; the quality of products and services; innovation; workplace; and financial results”. The CEO of Corporate Excellence goes on to explain that reputation, when understood like this, “generates value and competitive advantage, draws customers, talent, investments and leads to alliances with the best economic, political and social actors”. Alloza stresses the role of the brand as a strategic asset, which comes into play during international expansion of Spanish companies. Members of Corporate Excellence strongly believe that “a good reputation of companies and public institutions eventually leads to reinforcement of Spain’s reputation in general”. These statements were made during the panel titled Representation of Business Interests and Management of Public Affairs, held today at the University Pontificia de Comillas jointly with Mas Consulting. Management of public affairs is one of the activities covered by Corporate Excellence. The organisation is convinced that today more than ever it is important for companies of the public sector to be aware of the benefits achieved through cooperation between public and private institutions. Corporate Excellence signed a cooperation agreement with the University Pontificia de Comillas, Aula de Liderazgo project and Mas Consulting to institute a Postgraduate Course on Management of Public Affairs.


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Management of Reputational Risks: from Prevention to Creating Value

Published by Unai Admin

18/07/2025

Management of Reputational Risks: from Prevention to Creating Value

Management of Reputational Risks: from Prevention to Creating Value

In the current environment, management of business risks became a strategic issue for all companies. Today most of the organisations are incorporating reputational risks in their Enterprise Risk Management Systems (ERM). 30 experts from Spain’s largest companies were convened by Corporate Excellence for an in-depth discussion of this topic. Speakers of this high-profile event included Tomás Garicano, lecturer at the IE Business School and the Director of IE’s Corporate Governance Centre, Helena Redondo, Partner for Sustainability at Deloitte, and Alberto Andreu, Chief Reputation & Sustainability Officer of Telefónica. All speakers emphasised the importance of incorporating reputational risks in the risk systems and the need to view them as an opportunity for creating value. According to Garciano, “management of reputational risks is vital for companies. Even though most of the companies still do not account for reputational risks in their financial statements, in the next few years we’ll see this trend”. In her turn, Redondo explained that in order to achieve an integrated approach to risk management, it is recommended to follow the COSO model and emphasised that “the implementation of an efficient Risk Management system is a key tool for managing the entire organisation”. Key advantages of this approach are creating value, improvement of operating results, reputation and effective governance. A practical perspective was added by the presentation of the Telefónica Case, delivered by the Company’s Chief Reputation and Sustainability Officer. For more than a decade Telefónica has been integrating reputational risk in the Enterprise Risk Management System. According to Andreu, Telefónica implemented COSO, included the reputational risk in the global risk map of the Company and is currently trying to introduce some innovations: correlate the reputation metrics with other indicators (e.g. satisfaction of customers, employees and suppliers), which is expected to improve the Company’s capacity to anticipate and prevent risks.


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Scholars and Professionals analyse the importance of Corporate Brands

Published by Unai Admin

18/07/2025

Scholars and Professionals analyse the importance of Corporate Brands

Scholars and Professionals analyse the importance of Corporate Brands

An Executive Workshop titled From Product/Service Brand to Corporate Brand was held at the ESADE Business School and brought together experts to discuss and investigate the importance of brand management based on the corporate platform. Led by Josep M. Oroval, Professor at the Marketing Department and Director of the ESADE Brand Institute, and Ángel Alloza, CEO Corporate Excellence, participants of the workshop brought up the fact that instead of being focused on products, today’s competition is focused on strong brands, capable of attracting talent, capital, operating licenses, etc. At present, differentiation is key for success and in order to achieve it, it is important to promote the corporate brand, which serves as a glue that holds together the portfolio of product brands. In his turn, Juan Antonio Seijo, Professor at the Marketing Department and Technical Director of the ESADE Brand Institute, presented the first findings of the regular study titled Valuable Brands of the Consumer Sector. The study is held by the ESADE Brand Institute and aims to identify valuable brands by categories over a period of time, and to determine key success factors. This project was initially focused on the brands of the consumers sector, but will be extended to the brands of the service sector.


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