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We promote networking among alumni to strengthen business connections, promote new ideas and advance your career.
ESADE Alumni invites you to ''I want this brand! How to create desirable brands able to remain market leaders'', a talk in the Refresher Programme series by professor Oriol Iglesias (Lic&MBA 98 / PhD 06), associate professor, Department of Marketing, ESADE.
When we want a brand we become staunch supporters of it, we tend to become repeat buyers, we are willing to pay a premium and even hope to work with it on creating new products or services. But how can a brand remain desirable in the long term?
In recent years, Professor Oriol Iglesias has been conducting research, in conjunction with his co-author Professor Nicholas Ind, into the importance of desire for consumers and the crucial factors for creating a desirable brand. During their research they tracked more than 1,200 brands in 45 categories of products and services, carried out more than 10,000 consumer questionnaires and interviewed some 30 senior international executives, including the global marketing managers of Coca-Cola and Porsche, and the CEOs of Adidas and Bang & Olufsen.
In this talk, Professor Iglesias will explain the importance of desire in building a competitive leadership position and will also outline the six main factors in building desirable brands, drawing upon some of the many examples and case studies to be found in his new book by the same name as this Refresher Programme talk.
See you there!
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