25 march, 2016

Company 2.0: employees as brand ambassadors

This document analyses how to implement the right employee engagement strategies and claim ...

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 ...

29 july, 2015

Building Brands Together: Creation, Participation, Socialization and Self-realization as the New Needs of Stakeholders

The phenomenon of co-creation is becoming more and more widespread in the world of large c ...

29 may, 2015

Innovation as Key to Successful Brand Management

Are innovative brands more valuable? Can incremental innovation increase value or is it ne ...

29 may, 2015

Top Managers’ Engagement as the Key Factor of Corporate Brand’s Success

Are top managers aware of the importance of corporate branding? Who is responsible for man ...

4 march, 2015

External Experience: Building Brand Day by Day with Customers

Fun, passion, sophistication, design, dream, humour, surprise, freshness, simplicity, curi ...

4 march, 2015

Digital Experience: Building Brand from the Real World To Virtual Reality

Brands draw not only on meanings and values, but also on the five senses and associated ph ...

20 november, 2014

Internal Experience: Building Brands from the Employees

Apart from pride and the feeling of membership, the factor that best describes internal ex ...

28 april, 2014

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 ...

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 ...

1 january, 2014

Innovations in Brand: Growth Management and Forecasting

This document was developed by Corporate Excellence – Centre for Reputation Leadersh ...

24 march, 2013

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 ...

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 september, 2012

Overview of the Best Academic and Consulting Models Used for Evaluation of Brands

What are the best perspectives and aspects for analysing the most important intangible ass ...

24 june, 2012

Values and value: relationship between the intangible and the financial in brand management

What is the objective of brand valuation? Is it possible to accurately express the value o ...

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 ...

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, ...

16 october, 2011

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

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

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

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 ...