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'The brand. A powerhouse of the company's competitive edge', by Professor Andrés Cuneo


The ESADE Alumni Peru Chapter is pleased to invite you to ''The brand. A powerhouse of the company's competitive edge'' a talk by Andrés Cuneo, associate professor in ESADE’s Marketing Management Department, to be held on Friday, October 6th at 20:00 pm.

Companies traditionally developed their strategies on the basis of their tangible asset management but certain aspects of the competitive environment have led them to adopt intangible-based approaches in an effort to safeguard their businesses and make them grow.

As a result, brands have emerged as one of a company's most valuable intangible assets. However, the global economic crisis, the growth of own brands, competition from low-cost operators, etc, all make us wonder whether brands are still as important for companies – and above all, for consumers.

See you there!

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