Madrid, 2 de julio de 2015. En la actualidad existen métricas muy consolidadas en torno a la medición y gestión de la reputación corporativa, pero no existe ningún estándar en el ámbito de la marca corporativa. Cada organización la mide de manera muy diferente. Esta necesidad es la que ha impulsado la creación de un nuevo constructo para medir la marca y su impacto directo en el negocio. La marca es el resultado de tres dimensiones: la dimensión racional, la emocional y la experiencial. Para poder gestionarla de manera correcta urgía el desarrollo de un constructo global que pudiese abarcarla en su totalidad. El nuevo indicador de marca, que ha sido probado empíricamente en el sector banca, ha recibido el ...

Madrid, 13 de junio de 2014. El pasado 11 de junio en Barcelona y el día anterior en Madrid, Corporate Excellence celebró su segunda Jornada en Innovación en Marca junto a sus aliados MillwardBrown y GroupM. Más de 200 profesionales procedentes de departamentos relacionados con la gestión de marca de sus organizaciones se dieron cita para escuchar las últimas tendencias en el campo. La Jornada contó con la participación especial de Nigel Hollins, VP and Chief Global Analyst de Millward Brown y miembro del consejo asesor de Corporate Excellence, quien junto a otros expertos de primer nivel, compartió con los asistentes los últimos avances relacionados con la gestión de este recurso intangible tan importante para l...

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 event...

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 info...

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 ...

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 pr...

El ESADE Brand Institute (Centro de la Marca de ESADE) es un centro de investigación sobre marca y comunicación corporativa que lleva a cabo investigaciones pioneras, y hace compatible el rigor académico con el interés profesional para las empresas. Corporate Excellence se ha aliado a ESADE Brand Institute con el objeto de crear nuevo conocimiento entorno a la gestión de las marcas, entendidas como el puente de conexión entre las organizaciones, instituciones y países con sus grupos de interés.

Executive Programme for Management and Analysis of Intangibles in the field of brand and corporate reputation begins on November 18. It is run for the fourth consecutive year and is a unique opportunity in Spain for those professionals who would like to develop their skills in the fields of economics, finance, law, human resources, marketing, communication and reputation. This programme presents a unique opportunity in Europe for comprehensive education in the area of management, analysis and evaluation of intangibles. A team of top-notch lecturers from both academic and professional communities enable the programme to achieve its mission of becoming an important meeting point where new professionals can develop an integrated vision essential for companies and institutions in order to suc...

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 ...