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WHAT BRANDS MEANS TO US WHAT BRANDS MEANS TO US

WHAT BRANDS MEANS TO US

This year Meaningful Brands took place in Universitat Abat Oliba, in Barcelona. This is a research taken every 2 years and it analyzes the the importance of the brands and its impact in the society. It is developed by Havas Group, one of the most important communications groups in the world.
BlogsCatalunyaTecnologiaZPortada Derecha 7 November, 2019 user2 0
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Inici » Historic » WHAT BRANDS MEANS TO US

Katarzyna Sochacka and Albert Rojas

Barcelona

 

Meaningful Brands has been studying the impact of brands for 10 years, where they have analyzed the social transformation. It has been divided in two vectors, the economic crisis and the technological revolution. 

 

Juan Francisco´s introduction

Juan Francisco´s introduction

 

Dionisia Mata Prados, sociologist and Insights Director of Havas Media Group, started the event. She explained all the results they had during this 2 years through studies and interviews of more than 30 countries around the world, giving importance of how the spanish consumers are.

 

HOW TO MEASURE MEANINGFULNESS IN BRANDS

Havas Group distinguish three kinds of benefits:

  • Functional benefits. They measure if the product or the service fulfills with its function. In Spain this benefit represents the 41% of a product for the consumer.
  • Personal benefits. It analyzes what brands attributes improves people’s live. It represents the 30% of a product for spanish consumers.
  • Collective benefits. What is the role of the brand in the society? It represents 29% of the product/brand.

 

Dionisia`s speech

Dionisia’s speech

 

CHALLENGE FOR YOUNG JOURNALISTS

The students who are studying journalism and marketing at Universitat Abat Oliba CEU took a part in the Meaningful Brands 2019 event as well.

Students of journalism for instance had a task to do an article about the event. It was a great opportunity to practise their journalistic skills.

-I really appreciate fact that we can take a part in that kind of activities at our university – said Pol student of journalism – thanks to that we are able to develop and improve skills which we have learned during the classes in the real life and real event.

 

Journalists students

Journalists students

 

TIME TO CONCLUDE

To conclude the whole event there was a discuss about the importance of the brands and its impact on the society.  Juan Francisco Jiménez, teacher and Director of the Communication Master and Technological Innovation moderated the debate. The members of this debate where Dionisia Mata Prados and Victor Gutierrez, both from Havas Media Group, Javier Coromina, director of Communication and Marketing studies, and Montserrat Blanco, from La Fundació de La Caixa.

 

 

The discussion started with the topic of the role of the press with the brands. They talked about how press can influence a brand in the good and the bad way. The communication was also an important topic in the discussion, being more personal with the new technologies. “The society has to be relevant for a brand, so there has to be a good communication” said Victor Gutierrez. To summarize the discussion the audience were allowed to ask questions to the speechers, a good opportunity to see what kind of effects the event provoke in the people.

 

Questions from the audience

Questions from the audience

 

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