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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. Oriol Iglesias

Oriol Iglesias is full professor in ESADE’s Marketing Management Department. Also member of the Executive Committee of the European Marketing Academy, the Scientific Committee of the Special Group in Brand, Identity and Corporate Reputation at the Academy of Marketing (United Kingdom), the editorial board of the Journal of Brand Management (USA) and the Scientific Committee of the Global Brand Conference. He was Director in ESADE’s Marketing Management Departmenthe and of the ESADE Brand Institute. He has worked on courses and consulting programs for Telefónica, Banco Santander, Deutsche Bank, Sara Lee, Carlson Wagonlit, Orange, Bassat Ogilvy, PricewaterhouseCoopers and Dade Behring, to name but a few. From 2000 to 2007 he was a partner and director of Wakaa Networks, a consultancy specialised in marketing. In parallel he has also been a partner and director of El Terrat Online, the online division of the TV, theatre and entertainment production company El Terrat. Previously he was the senior consultant and then sub-director of ATI-Markefin (consultancy in the realm of service marketing). He started work in the marketing department at Xerox. See you there!

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Language: Spanish