What are the keys that determine the relevance a brands? What are the keys that determine the relevance a brands?

What are the keys that determine the relevance a brands?

«Citizens are determining the development of the brands» acording to the researcher Dionisia Mata
ResearchZPortada Izquierda 9 noviembre, 2019 user2 0
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Inici » Historic » What are the keys that determine the relevance a brands?

The Abat Oliba Ceu University welcomes the presentation of the ‘Meaningful Brands’ report thanks to the Havas Media agency. Havas agency has been analyzing the keys that determine the relevance of a brand for more than 10 years.

This is the only study in the sector that estudies the relationship of people with brands. It is currently a world reference that captures the opinion of 350,000 consumers worldwide on 1,800 brands in 31 countries and 22 different industries. It is also one of the studies that collects the most data in Spain.

In addition, one of the interesting points about the report is that it reveals which brands are the most important to consumers. Starting from Google in the number 1 position, followed by Whats App and the sports store, Decathlon in third place. Following the analysis of the attributes and values that today distinguish a ‘meaningful’ brand.


Dionisia Mata in the conference about ‘Meaningful Brands’.


The relevance of a brands

The way brands are seen is changing in the current technological era and new generations are changing. According to «Meaningful Brand» credibility is being lost in brands. Currently the relevance that buyers are looking for is how that brand makes your life better, as it helps to improve in the physical part, a social part that helps you connect… Also, the younger generation is the more they want the brand to explain experiences or stories.


Round Table

In addition the conference had the director of Insights of Havas Media Group, Dionisia Mata Prado, the Chief of Strategy and Innovation of Havas Media Group, Víctor Gutiérrez de Tena; The Director of Communication and Advertising of NUPA Marketing Services, Javier Coromina and  Juan Francisco Jiménez, teacher and Director of the Communication Master and Technological Innovation moderated the debate at a round table.



The debate during the presentations of ‘Meaningful Brands’ study.

There was a discuss about the importance of the brands and its impact on the society. At the table the discussion included different topics of the study.
According to Coromin «the relevance of a brand is useful because it is what really sets you apart from your competition.» It basically helps your product to sell more before another. There are two types; or is built by price or relevance. So in summary the relevance differentiates you from the competition.

The audience was able to ask questions at the end of the table. The audience was able to ask what generated doubt during the whole conference. And so also analyze what effect the conference had on the students.



Constantin van Grevenstein and Marina Serrano Pérez

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