•  Le CITY deluxe 
•  AMSTERDAM 
•  BARCELONA  
•  BERLIN 
•  DELHI 
•  DUBAI 
•  IBIZA 
•  ISTANBUL 
•  LONDON  
•  LOS ANGELES  
•  MADRID 
•  MIAMI 
•  MILAN 
•  MONACO 
•  MONTEVIDEO  
•  MOSCOW  
•  MUNICH 
•  NEW YORK 
•  PARIS 
•  SÃO PAULO 
•  ST.PETERSBURG 

Prestige Becomes Global: Prestige Brands Meeting at the IESE

Business 19/04/2010

In the previous edition of the Prestige Brands Meeting, Professor Pedro Nueno, the meeting's co-director, assured us that the most oft-used word was "global". In effect, the 12th edition of the Meeting, co-organised by CEIBS and the Fondazione Italia Cina, focused largely on management related themes: globalisation, technology, marketing and ways for the industry to capture market value, with particular emphasis on productivity and innovation.

Speakers included Antonio De Matteis, Delegate Director of Kiton, a Naples-based tailor which was founded in 1968 and specialises in hand-made suits, who remarked that they have no competition and are the most expensive company in the world. General Manager of the Gala-Salvador Dalí foundation, Joan Manuel Sevillano, spoke about the complex challenge to strengthen Dalí's brand name as an artist, icon and symbol. In turn, Raffaella Cornaggia, Estée Lauder's Marketing Director for Europe, the Middle East and Asia, provided a general review of the giant cosmetics firm's product line-up, which includes world-famous names such as Clinique, Bobby Brown and Flirt!. In the same section, Borja Goday, Managing Director of Sotogrande, described the company's relaxed yet constant growth in the tourism industry. Finally, Pascal Sommariba, from Via Alternativa, explained that brands must offer products that provide the public some manner of value in order to strengthen the "brand's total experience". Intelligent companies that embrace new media channels and formats will be the ones that prosper, he warned, citing Louis Vuitton's use of blogs as an example.