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closeBranding evolved from the focus on the visual design, logos, symbols, colours and fonts to a broader concept, where strategy plays a fundamental role. Brands became the drivers of differentiation and reputation and a key action tool.
Brands are essential for establishing relations between companies and their stakeholders. They generate links and create connections, which enable companies to obtain support, trust and cooperation of their stakeholders and thus create value and become the cornerstones of the business strategy.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Borja Borrero (Executive Creative Director of Interbrand) and Ángel Alloza (CEO of Corporate ExcellenceCentre for Reputation Institute) during the Branding Days event organised by the University of Complutense in Madrid, on January 17 and 18, 2012.
