Author: Julio Cerviño. Ediciones Pirámide, Madrid. Several editions. Last edition 2012.


BrandMark Systems

CIF: B84086926

Calle Siroco 4 - Suite 3B

28223 Pozuelo de Alarcón (Madrid)



Phone: +34-639810571


Our Services

Legal/Judicial Technical Reports. Brand and other Intangibles (patents, copyrights...) Economic and Financial Valuation. International and Domestic Market Research. Competitive Analysis. Competition Law Reports. Strategic Marketing Analysis. Executive Training. Conferences.

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Julio Cerviño, Partner and Executive Director

Professor of Marketing and Branding at University Carlos III of Madrid and Co-director of the Master in International Management (International MBA, Univ. Carlos III of Madrid). Professor Cerviño is also the codirector of the Master of International Business at CECO ( and UIMP (Universidad International Menendez y Pelayo - and codirector of MarketinGroup – an international research group in marketing and competitiveness ( He is a consultant and technical expert on brand management, valuation of intangibles assets, and international marketing strategies and program implementation in different sectors and industries.

He holds a Business Economics from Autonoma University of Madrid (1996); a Master in International Business and Affairs, Washington University, USA (1992); a MBA from Autonoma University of Madrid (1989); and a Bachellor in Economics from the University of Santiago de Compostela, Spain (1985).

His research interests are focused on international brand management, brand and other intangible assets economic and financial valuation and dilution, internationalization strategies, and marketing and business management in transactional economies and emerging markets. At present, his research examines techniques for economic and financial valuation of brands and other intangible assets, trademark dilution measurements, brand value creation models, and the relationship between brand value, internationalization of firms and country image. Furthermore, a new line of research is focused on marketing strategies in transactional and emerging economies, mainly in retailing and hotel business. 

His most recent research has been published in specialized international journals, such as the International Marketing Review, The Service Industries Journal, Papeles de Economía Española, International Journal of Management Practice, Latin America Business Review, International Journal of Entrepreneurship and Innovation, International Journal of Management, International Journal of Retail and Distribution Management, Cornell Hotel and Restaurant Administration Quarterly and The Journal of Brand Management.

Professionally, he has worked for several multinational companies, including McDonnell Douglas Corporation (USA), John Fabick Tractor-Caterpillar Inc. (USA) and Maritz España (subsidiary in Spain of Maritz Ltd, UK).

Mirelis Sánchez

Project Coordinator at BrandMark. MBA in Consumer Retail Management, CECO-ICEX and Bachellor in Psychology (University Autonoma of Madrid). Lecturer professor in Marketing at University Carlos III of Madrid.

Our Team


We are a small but highly professional group of University professors, business executives and professional consultants that share knowledge and experiences in order to provide a solution to our client´s requests. Besides, we work with other trusted partners that provide related services to our projects.

Jaime Rivera

Professor of Marketing at University Carlos III of Madrid. PH.D. in Business Administration (University of Lovaina, Belgium) and Ph.D. in Psychology (University Pontificia de Comillas, Spain). Research areas: Market research, consumer behaviour and demand modeling.

Victor Magariño. Director of Marketing and Sales, Comunicarse S.L; Head of Iberia & Israel Clusters for Larger Customer Sales, Google (Irland); Director of Global Sales, Frankford Candy LLC; and Sales Director for Universal Pictures Iberia (NBC Universal). Lecturer Professor at University Carlos III of Madrid. Expertise: Sales and Export Managemente, Retail, and Internet and Digital Marketing.

Leo Farache, Founder and Partner, MasCuota; General Director at Asociación de Agencias de Medios; Founder and Operations Director, Antevenio; General Director of MovieRecords; Managing Director, Maritz España (Maritz Ltd, U.K.). Lecturer Professor at University Carlos III of Madrid. Expertise: Communications, Public Relations, Mass and Social Media.