The ESADE Alumni Gerona Club is pleased to invite you to this talk in their Refresher Programme entitled ‘I love this brand! How to build desirable brands able to remain market leaders’ by Oriol Iglesias (Lic&MBA 98 / PhD 06), associate professor in ESADE’s department of marketing management.
When we love a brand, we follow it slavishly, we tend to make repeat purchases, we are willing to pay a premium, and we would even like to work with it to create new goods and services. But how can a brand remain desirable in the long term? In recent years, Professor Oriol Iglesias and his co-author, Professor Nicholas Ind, have been researching how important desire is for consumers and also the main driving forces behind the creation of desirable brand.
During their study, they monitored more than 1,200 brands in 45 categories of goods and services, they surveyed more than 10,000 consumers, and interviewed some thirty top-level international executives including the global marketing directors of Coca-Cola and Porsche, and the CEOs of Adidas and Bang & Olufsen.
During this lecture, Professor Iglesias will explain how important desire is for building a competitive leadership position, and will also outline the six main driving forces behind the construction of desirable brands, based on some of the many examples and case studies in his new book, ¡Quiero esta marca! Cómo construir marcas deseables.
Oriol Iglesias is an associate professor in ESADE’s department of marketing management. He is a member of the executive committee of the European Marketing Academy, of the scientific committee of the Special Group in Brand, Identity and Corporate Reputation at Academy of Marketing (UK), of the editorial board of the Journal of Brand Management (USA) and of the Scientific Committee of the Global Brand Conference. At ESADE, he was head of the department of marketing management and of the ESADE Brand Institute and he has taken part in teaching/consultancies programmes with many companies including Telefónica, Banco Santander, Deutsche Bank, Sara Lee, Carlson Wagonlit, Orange, Bassat Ogilvy, PricewaterhouseCoopers and Dade Behring. From 2000 to 2007, he was a partner and director of Wakaa Networks, a consultancy firm specialised in marketing. In parallel, he was also a partner and director of El Terrat Online, the online division of the TV, theatre and entertainment production company El Terrat. Prior to this he was the senior consultant and then the deputy director of ATI-Markefin (consultancy firm in the service marketing industry). His professional career began in the marketing department at Xerox.