Brand Power: Still a Key Differentiator to Create Value?

The key role of marketing strategists is to create value for customers and to capture value for the firm. Within this process, the development of brands has been at the core of companies’ strategy, as they have evidenced that brand power leads to market power. In fact, brands have become one of the most valuable intangible assets within companies and a key asset to fight competitors, attract customers and grow. 

However, due to the impacts of the last global economic crisis, the growth of private labels, and competition from low-cost operators, companies are beginning to wonder whether the power of brands is still relevant to create value and sustain growth. 

In this webinar we will discuss how market shifts have changed the competitive landscape for companies and brands, and how they should redefine brand strategy to keep being relevant for consumers.

Andres Cuneo is Associate Professor of Marketing at ESADE Business School, where he teaches Marketing Strategy, Marketing Management and Brand Strategy to MBAs, MSc and Executives. He holds a PhD in Management Sciences (Marketing), an MS in Marketing and an MBA from ESADE Business School. He has also had management and faculty training in US and European B-Schools such as IESE Business School, Harvard Business School and HEC Paris. Prior to joining ESADE on a full time basis, he was a full-time professor at Adolfo Ibanez Business School in his native Chile, where he taught and was the Head of the MBA Programs. He teaches in management programs with partner business schools such as UAI, SDA Bocconi, UCLA, Georgetown, etc. He also teaches courses and seminars on global marketing strategies and branding in other Latin American B-Schools in Chile, Brazil, Argentina, Mexico and Peru.

Prior to Academia, Andres used to work in the corporate world where he held executive positions in marketing and sales, mainly in CPG multinationals. He also spent part of his business career working on management consulting on several engagements with companies from different countries and sectors of activity such as consumer goods, telecom and industry. Most of his working experience has been in Europe and Latin America.