by José María Cubillo Pinilla · ESIC Editorial · tapa dura · ISBN 9788473567602
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«Descifrando el ADN de las Marcas» is the marketing essay by José María Cubillo Pinilla, published by ESIC Editorial in hardcover (55 pages, in Spanish).
It explains brand valuation as a tool for defining consumer and marketing strategies: it allows estimating market potential, deciding which elements of the mix to manage, and allocating the commercial budget. It also analyzes the components of brand equity, its capacity to generate value, and the sources of that value.
First edition (2011), in the Cuadernos de documentación collection.
Aimed at university students and marketing and business management professionals interested in the strategic valuation of brands.
