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closeScholars and Professionals analyse the importance of Corporate Brands
Brand
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.
