BRAND DESIRE: How do you build up a brand that sustainably generates desire?

Oriol Iglesias – Associate Professor at ESADE and co-author of the book “Brand Desire: How to Create Consumer Involvement and Inspiration” published by Bloomsbury The large majority of the leading brands in their markets sustain this position due to the enormous pressure they place on their potential clients. This brand pressure is based on three key […]

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Publication: ‘Brands in the Internationalisation of the B2B Company’

The School of Industrial Organisation (EOI) and the Leading Spanish Brands Forum (FMRE) presented on 29 November the book ‘Brands in the Internationalisation of the B2B Company’, which received support from ICEX and the work for which was developed by Opinno Ideas. The book reflects the importance of the brand in the process of expansion of companies and […]

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Interview with Jorge Lorenzo, Secretary General of the Televés Corporation

Jorge Lorenzo is currently the Secretary General of the Televés Corporation. He started his career in the company in 1985 as the Director General of the Portuguese subsidiary, later taking over the management of human resources and finally as assistant director general until 2012 when he took on his new role. Jorge Lorenzo is a […]

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Interview with Salomé Carrera, General Manager of Pili Carrera

Salomé Carrera’s career has evolved in line with the growth and evolution of the firm Pili Carrera since she completed her studies and joined the business founded by her parents, Pilar Rodríguez and Bienvenido Carrera. Since she started at the firm, Salomé Carrera has worked in different departments, gaining the knowledge and skills necessary for […]

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Interview with Enrique Bretos, CEO and co-founder of Pisamonas

Enrique Bretos is the CEO and co-founder of Pisamonas, the brand of children’s shoes that, in practically no time at all, has become a reference point in the e-commerce sector. An aeronautical engineer with 14 years’ experience in a management position in the aviation and tourist industry, he made the move to the shoe business to lead […]

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Interview with Juan Manuel Perán, Executive Chairman of Pikolinos Group

Juan Manuel Perán Bazán has been Executive Chairman of the Pikolinos Group since June 2016, taking over from his father, Juan Perán, who led the company since it was founded in 1984. The second child of Juan Perán and Rosario Bazán, from a young age Juan Manuel showed an interest in business in particular and for […]

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Interview with Isidoro J. Alanís, President of Global Exchange

Isidoro J. Alanis is the founder and President of the foreign currency services multinational, Global Exchange. With a Bachelor´s Degree in Business Administration and Management, he continued his academic training in the USA and Spain. In 1996, in Fuentes de Oñoro (Salamanca), he founded the company Eurodivisas, the parent company of the Global Exchange Group. […]

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Interview with Rafael Moragón, Managing Director of Tec Container

Rafael Moragón Martinez is a graduate in Business Administration and Management of the Autonomous University of Madrid, has a Master´s Degree in Business Strategies for Asia Pacific from the Copenhagen Business School (CBS) Denmark, a Specialist Master´s Degree in Management of Financial Portfolios from Options – Futures Institute and a Diploma in Marine Purchasing & […]

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Licensing and internationalisation

Licensing is defined as the transfer of the equity of a brand to a third party who, in exchange for that equity, delivers a payment in cash. This equity is added to a product or service, making it more attractive to the consumer. There are many examples, from Paw Patrol T-shirts to the advertising campaigns of Movistar in conjunction with Star Wars.

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