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Digital Spain: Between Optimism and Pessimism

Ana Herrera González Research & Knowledge Manager, Adigital In recent years, we have observed a growing interest in the digitalization of the economy. What was once an isolated phenomenon has become widespread and now affects every sector. It should become, if it is not already, a priority on the agendas of corporations and institutions. In […]
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Legal Amendments in Industrial Property Matters in 2017

Joaquín Ramón López Bravo – Lawyer, Industrial Property agent, representative before the EUIPO and director of Communications at HERRERO & ASOCIADOS. The past year brought several legislative amendments to the field of Industrial Property that we will simply highlight. Patent Law 24/2015, its Implementing Regulation (RD 316/2017), amendments to the Regulations of the Patent Cooperation […]
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Key aspects of the preliminary draft of the Brand Law

Patricia García-Escudero – Managing Director for the Spanish Patent and Trademark Office (OEPM) The publication of EU Directive 2015/2436 of the European Parliament and of the Council, of 16 December 2015, on the approximation of the brand laws of the Member States, gives rise to the need to adapt our legal system to the provisions of […]
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Challenges for the brands of today that want to be the brands of tomorrow

David G. Natal – Global Director of Consumer Engagement at LLORENTE & CUENCA With a citizen that evolves with increasing speed and some organisations that find change difficult, the gap between brands and consumers is growing every day. In a context of post-demographic and post-transactional consumerism, in which we are restricted by the economy of attention, […]
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Spanish brands in international expansion: three specific ideas

Ignacio Ochoa – CEO of Branward There are solid, in-depth studies on the steps that need to be taken by a company and its brand for international expansion, and others that reflect the key factors that companies consider before using this development model. This field has been thoroughly covered and needs no further detail from […]
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Brand Power

Iván Díaz González – Strategy Director at Brand Union New machines for faster production, better professionals for greater efficiency, new spaces to grow our new production centre, and even new trucks to reach further. In our businesses, it is sometimes very obvious , that we need to invest in what we do to continue to grow, […]
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On the right path

Carlos Pobre Menguy – Director for Overseas Trading at Crédito y Caución In recent years, hundreds of Spanish companies have started to look for new clients abroad in order to soften the blow of the falling domestic market. Exports have therefore become one of the preferred routes for businesses to survive in a recessive context. Despite the […]
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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 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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