28 october, 2012

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 ...

24 june, 2012

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 ...

16 september, 2011

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 ...

29 july, 2015

More conscious and coherent brands: building reputation from within

Coherence of identity and reputation is essentially a reflection of a conscious decision-m ...

8 january, 2015

Silvia Agulló: Ethical Coherence in Human Resources Management: a Key Factor to Build a Corporate Ethos

Document prepared by Corporate Excellence – Centre for Reputation Leadership summing ...

21 march, 2014

The boom of co-creation: brand management that listens to stakeholders and involves them in its processes

Brand Management is becoming an increasingly multi-actor discipline that encourages custom ...

28 december, 2011

The new Reputation Economy and the recovery of the ‘Spain’ brand.

Spain is a mature country, with a current high risk that it will get through in time but, ...

10 november, 2016

The most relevant brands in the United States

At Prophet, we believe that the strongest brands are the ones that are relentlessly releva ...

25 october, 2016

Anatomy of Growth

Growth is human, it’s natural, and it’s as vital to businesses as it is to peo ...

1 february, 2019

How to modernize an established brand to drive growth

The key to Wendy’s successful transformation? Staying true to the brand while using ...