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Áreas de especialización
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- Agenda 2030 & ODS (16)
- Alineamiento y Cultura Corporativa (26)
- Analytics & Big Data (5)
- Bienestar y Engagement (1)
- Chief Communications Officer (17)
- Co-Creación (5)
- Comunicación Externa (21)
- Comunicación Política (1)
- Consumidores (12)
- COVID-19 (5)
- Digitalización (14)
- Diplomacia Corporativa (2)
- Diversidad & Inclusión (13)
- Empleados (11)
- Empresa Con Futuro (6)
- Estrategia (35)
- Ética (14)
- Fake News y Desinformación (2)
- Global Issues (21)
- Gobierno Corporativo (17)
- Indicadores No Financieros (5)
- Innovación (32)
- Internacionalización (8)
- Liderazgo (24)
- Lobby (1)
- Marca Corporativa (98)
- Marketing (12)
- Medios Sociales (5)
- Millennials (1)
- Neurociencia (1)
- Propósito & Valores (50)
- Publicidad & Patrocinios (3)
- Rankings & Premios (2)
- Reputación Del CEO (7)
- Reputación País (1)
- Reporting No Financiero (3)
- Riesgo Reputacional (17)
- Sostenibilidad & Responsabilidad Social (36)
- Stakeholder Engagement (28)
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- Tendencias (28)
- Valoración De Los Intangibles (10)
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98
results
28 april, 2014
Marca
From Corporate Brand to Company Brand: Authenticity, Transparency and Origin
Several years ago brands expanded their role from the original area of marketing and sales ...
4 april, 2014
Marca
How Brand Ideal Helps to Achieve High Growth Rate and Financial Success
Apple, Mercedes, Disney, Heineken or Procter&Gamble – what makes these companies so ...
4 april, 2014
Marca
Why are Brands Able to Transform Organisations and People’s Way of Life?
The phenomenon of brands has transformed the economy and people’s way of life all ar ...
3 april, 2014
Métricas
Strong Brands, Profitable Brands: How Greater Alignment with Ideals Leads to Best Results
Estimation of a brand’s value and its contribution to business has always been consi ...
24 february, 2014
Marca
The Alignment Factor: How to Link Up All Stakeholders in Order to Achieve Business Excellence
What determines the success of corporate strategy? What are key success factors from the v ...
8 january, 2014
Marca
Brands that make people’s lives more meaningful achieve greater differentiation and better results
Why do consumers pay more for some products than others? Why talented professionals prefer ...
8 january, 2014
Marca
Nowadays, brands are managed and defined by people much more than by organizations themsel ...
Video
3 september, 2013Terry Tyrrell (Brand Union) explain to us the key points of a Corporative Brand
Marca3 september, 2013
Marca
Terry Tyrrell (Brand Union) explain to us the key points of a Corporative Brand
Terry Tyrrell, Co-Founder The Brand Union, explain to us the key points of a Corporative B ...
24 march, 2013
Marca
Management by conviction: improving a brand eligibility, location, flair and positioning
Emotions are the key of decisions: they are in the beginning and in the end of every relat ...
31 january, 2013
Marca
PowerPoint about «The Company Brand». Conference by Terry Tyrrell, Worldwide C ...
22 december, 2012
Reputación & Riesgos Reputacionales
15 experts talk about Corporate Excellence
Fifteen international gurus in brand management, communication and corporate reputation, w ...
24 november, 2012
Reputación & Riesgos Reputacionales
The case of Tetra Pak: Placing reputation at the heart of business strategy
Many organisations include reputational management as part of their daily operations, inte ...
14 november, 2012
Marca
«The Alignment Factor» by Cees Van Riel
In order to win, one has to align. Such is the conclusion made by Cees B. M. van Riel, Pro ...
28 october, 2012
Marca
International brand positioning: improving use, protection and the performance of intangibles
At times of crisis many companies choose to invest in branding rather than in their capaci ...
10 october, 2012
Marca
In order to win, one has to align. Such is the conclusion made by Cees B. M. van Riel, Pro ...
24 june, 2012
Marca
The Role of the Brand in Differentiating Companies in the New Economy of the 21st Century
Branding evolved from the focus on the visual design, logos, symbols, colours and fonts to ...
24 may, 2012
Reputación & Riesgos Reputacionales
Management Strategies for the Corporate Brand: the Role of the Reputation in Differentiation
The importance of corporate brands in the management of large companies is increasing, tur ...
24 february, 2012
Marca
The Case of Mahou-San Miguel, a Success Strategy for Commercial Brands
What do product brands have to do in order to shorten the distance between themselves and ...
Document
8 january, 2012Linking a brand’s DNA to a company’s strategy: the vital role played by identity and culture
Marca8 january, 2012
Marca
Linking a brand’s DNA to a company’s strategy: the vital role played by identity and culture
A corporate brand is used not only to ensure the application of business strategy but also ...
1 january, 2012
Reputación & Riesgos Reputacionales
Corporate reputation, an increasingly important factor in making a purchasing decision
Two out of three consumers decide to avoid a commercial brand if they don’t trust th ...
16 october, 2011
Marca
Young people and brands: generation and consumer attitude change
All new generations have thought at some point that, compared to the previous generation, ...
16 september, 2011
Marca
New brand values or brands that are adopting new values?
Brands no longer aspire to satisfy, not even to build customer loyalty, they expect to bec ...
16 september, 2011
Marca
Brands that evolve, brands that are more persuasive
Brands have gone from being merely commercial instruments at the service of marketing and ...
16 july, 2011
Marca
Social Values of brands in the Web 2.0 era and the role of reputation
What does society expect from brands in this new century? What new expectations do stakeho ...
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