Asumiendo el riesgo

Why do some brands retain or increase notoriety and preference generation after generation of consumers, and even conquer consumers in distant markets, and others disappear? What determines the disappearance of brands? Is it the brands or their business models?

In 1970, a partitioned world allowed the creation of leading Spanish brands, local champions. In 2017, many of those brands have disappeared with their sectors or have not overcome the competition of larger rivals, global brands, pragmatic and adapted to a different world. This is the case of brands such as Banca Catalana, absorbed by BBVA, or Simca and Vespino which, after being acquired by larger rivals, ended up disappearing.

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