Andrés Cuneo Zuñiga
Associate Professor, Department of Marketing in ESADE
Contracted Doctoral Professor


  • PhD en Management Sciences. Esade - Ramon Llull
  • Master in Business Administration. Esade
  • BS, Marketing. UDP
  • Licenciado en Administración de Empresas. UDP

Areas of interest

  • Brand Management
  • Brands and Branding
  • Private Label Brands, Store Brands
  • Competitive dynamics between manufacturer brands and retailers
  • Consumer goods


Andres Cuneo is Associate Professor of Marketing at ESADE Business School, where he teaches Marketing Strategy, Marketing Management and Brand Strategy to MBA's, MSc and Executives. He holds a PhD in Management Sciences (Marketing), an MS in Marketing and an MBA from ESADE Business School. He has also had management and faculty training in US and European B-Schools such as IESE Business School, Harvard Business School and HEC Paris. Prior to joining ESADE on a full time basis, he was a full-time professor at Adolfo Ibanez Business School in his native Chile, where he taught and was the Head of the MBA Programs. He teaches in management programs with partner business schools such as UAI, SDA Bocconi, UCLA, Georgetown, etc. He also teaches courses and seminars on global marketing strategies and branding in other Latin American B-Schools in Chile, Brazil, Argentina, Mexico and Peru.

Prior to Academia, Andres used to work in the corporate world where he held executive positions in marketing and sales, mainly in CPG multinationals. He also spent part of his business career working on management consulting on several engagements with companies from different countries and sectors of activity such as consumer goods, telecom and industry. Most of his working experience has been in Europe and Latin America.

Andres' research interests are related to brands: why brands matter for companies and consumers. Currently, his primary stream of research is focused on the development of Private Label Brands across categories and countries and the impact that they have on the competitive dynamics between manufacturers and retailers. His research has been published in academic journals such as Journal of International Marketing, European Journal of Marketing, Journal of Marketing Management, Journal of Product and Brand Management among others.

Selected publications

Bianchi, C., Milberg, S. & Cuneo Zuñiga, A. (2017). Understanding travelers' intentions to visit a short versus long-haul emerging vacation destination: The case of Chile. Tourism Management, 59 (April 2017), pp. 312-324. DOI: 10.1016/j.tourman.2016.08.013.

Cuneo Zuñiga, A., Milberg, S. J., Benavente, J. M. & Palacios-Fenech, J. (2015). The growth of private label brands: A worldwide phenomenon?. Journal of International Marketing, 23 (1), pp. 72-90. DOI: 10.1509/jim.14.0036.

Cuneo Zuñiga, A. (2009). Assessing the value of private label brands: An approach to the measurement of brand = El Valor de las marcas de la distribución : una aproximación a la medición del capital de marca desde la perspectiva del consumidor (Unpublished doctoral dissertation). Barcelona: Universitat Ramon Llull (URL). ESADE.