ESADE highlights the “experientialâ
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The “Present and Future of the leading brands in Spain” study, which analyses the main challenges in brand management, reflects the opinions of experts from advertisers, from the communication world, consultants, association managers and administration executives. Some of the findings are:
– New environment for brand management, due to the globalization of competitive environments, new technologies and more aware and demanding customers.
– The management of brands goes beyond marketing and becomes an essential part of the corporate strategy.
– The brand strategy does not address only customers, but also employees, shareholders and groups, in order to give coherence.
– The functional values of the product are no longer sufficient; the “experiential” dimension of brands is imposed.
– The product experience has to be completed with a shopping experience, experiences that come from the brand communication and those from the CSR actions.
