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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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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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Expert Groups Are Formed by Corporate Excellence

Published by Unai Admin

18/07/2025

Expert Groups Are Formed by Corporate Excellence

Expert Groups Are Formed by Corporate Excellence

23/11/2011 Expert groups have been formed to deepen research supported by Corporate Excellence and promote participation and knowledge sharing. A working group has been set up for each activity line: reputation, brand, communication, public affairs, metrics and training. The work of these expert groups is organised according to the sections of the Programme of Activities: Reputation: Reputational Risk, Reputation Online, Country Reputation, Role and Functions of the Chief Reputation Officer. Brand: Product Brand/Corporate Brand, Brand Engagement, Brand and Innovation, Financial Evaluation of the Brand Communication: Future of the Communication Media, Innovation and Communication, New Formats, New Content, Social Networks, Internal Communication Public Affairs: Identification and Management of Relevant Issues, Management of Stakeholders, CSR as a Driver of the Reputation Metrics: RepTrak, Managerial Team for Intangibles, Long-Term Indicators, Methodology for Measuring Intangibles.


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The Brand Union designs corporate identity of Corporate Excellence

Published by Unai Admin

18/07/2025

The Brand Union designs corporate identity of Corporate Excellence

The Brand Union designs corporate identity of Corporate Excellence

28/06/2011. Corporate Excellence - Centre for Reputation Leadership contracted the Brand Union, a global agency and part of the WPP group, specialising in creating brand image, to develop its corporate identity. The project’s objective was to define strategic positioning, create the name and design the visual identity which would transmit the values of leadership, rigour and solidity that characterise the institution and position it as a reference point for the issues of corporate management. The name Corporate Excellence – Centre for Reputation Leadership reflects the essence lying at the heart of the organisation, and clearly communicates the focus of its activities. In line with this positioning, The Brand Union developed corporate identity and corresponding visual symbols characterising this centre for collecting, sharing and spreading the knowledge. This vision constitutes the strategic axis, which will hold the organisation designed to promote joint efforts in the area of intangibles management and become a meeting point for all parties interested in this area. With the slogan Leading by Reputation, Corporate Excellence aims to become a global reference point for innovation, professionalism, technical and ethical excellence in brand management, communication, reputation, public affairs at the global level at the service of business and the society. The Brand Union is one of the leading global agencies in the area of brand strategy, with more than 35-years’ experience on the market. It has been present on the Spanish market since 2002 and led projects for such major players as Vodafone, BBVA, Aena, Caja Canarias, Adif, Fundación ONCE, Noatum and the Rioja Control Board (Consejo Regulador Denominación de Origen Rioja).


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REPUTATION LEADERSHIP ACADEMY

Published by Unai Admin

18/07/2025

REPUTATION LEADERSHIP ACADEMY



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Foro de Tendencias de Comunicación de Marca

Published by Unai Admin

18/07/2025

Foro de Tendencias de Comunicación de Marca

Jornada organizada por LLORENTE & CUENCA en la que colaboramos junto al Foro de Marcas Renombradas, el IE Business School y Dircom para reflexionar sobre cómo responder a la creciente preocupación de los consumidores por el rol de las empresas, la pérdida de confianza o la progresiva desconexión de consumidores y marcas.Más información







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