Both the increase in competition between companies due to the globalisation of markets, and the greater information available to consumers today thanks to the rise of new technologies, mean that there is a need to focus on providing added value to the commercial offer. However, if this added value is not differentiated by a well-positioned brand, its power will be reduced and the final result will be a failure. What is not known, does not exist; and what does not exist, is not consumed.

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The research group has received public funding (Department of Business, University and Science of the Valencian Generality and Ministry of Economy and Competitiveness), investigating how to add value and build a brand using new technologies, the packaging of the product or the figure of the salesperson/marketer. The group publishes every year in high-impact scientific journals and regularly attends national and international congresses to share its findings. It brings together a total of 11 research groups, including members and collaborators. Likewise, several doctoral theses have been directed in this field, focusing on aspects such as: brand transfer from a sponsored sporting event to the sponsoring brand; the construction of brand capital in public and private higher education institutions; and the development of sustainable mega events as a marketing strategy to enhance brand-citizenship. It has also worked with companies by signing collaboration agreements on a regular basis to investigate aspects such as the choice of the best brand positioning for a food distribution chain, or the study of the viability of a water brand in the Valencian fashion industry.