1st UK ESADE Alumni Meeting

The ESADE Alumni UK Chapter recently held its first UK ESADE Alumni Meeting, an event that brought together UK-based ESADE graduates and high-profile figures from the business world. “Brand desire” was among the topics discussed at the meeting. The event featured the presentation of Brand Desire: How to Create Consumer Involvement and Inspiration, a new book by Prof. Oriol Iglesias and Prof. Nicholas Ind. The meeting ended with a networking cocktail open to all attendees.

Desire is a big business

If companies can create real advantages associated with their brands, customers will not only express preference and loyalty but will also be willing to act as “brand champions”, participate in online communities, co-create innovative ideas and demonstrate the kind of commitment normally associated with fervent employees.

Patricia Fernández (ADE Lic&Master ‘11) Marketing Manager at Mondelēz International and President of the UK Chapter welcomed the attendees to the meeting, delivered some introductory remarks, and introduced Oriol Iglesias (Lic&MBA ‘98 / PhD ‘06), Associate Professor in the Department of Marketing at ESADE, Director of the ESADE Brand Institute, and Coordinator of the ESADE-URL Consumption and Brand Research Group (GRECOMAR), and Nicholas Ind, Associate Professor at Kristiania University College in Oslo, writer, and partner at Equilibrium Consulting, who talk on the subject of "brand desire". Finally, closing remarks were delivered by Iñaki Ocaña (Lic&MBA ‘06 / DARH ‘12), International Relations Director of ESADE Alumni. Attendees then enjoyed a networking cocktail.