Andalucía TRADE and the Malaga Chamber of Commerce are promoting the brand as a key asset for internationalization

Brand Strategy

Andalucía TRADE and the Málaga Chamber of Commerce brought together some thirty companies to analyze the strategic role of branding in conquering foreign markets. The event highlighted the need for a strong brand identity to compete globally and presented the Andalusian agency's new specialized consulting service.

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The public agency Andalucía TRADE and Cámara de Comercio de Málaga They brought together around thirty executives in the city of Malaga to address an increasingly critical factor in international success: the brand strategyThe meeting, held under the title "Brands that open markets: seven keys for your brand to compete successfully in international markets", stressed that a competitive product is no longer enough to secure a place on the global stage.

The session, held at the chamber's headquarters, focused on how a strong and well-positioned brand becomes a fundamental tool for build trust, differentiate and consolidate as a preferred option for clients, distributors, and buyers abroad. During the institutional opening, representatives of Hub Málaga Export, the Cámara de Comercio de Málaga and the own Andalucía TRADE They agreed on the urgency of integrating brand management into the internationalization plans of Andalusian businesses to improve their competitiveness.

A strong brand, a passport to compete abroad

The main lecture was given by Ignacio Ramos, CEO of Grupo Borneo and certified consultant of the consulting service of Andalucía TRADE. Ramos It offered a practical and applied vision on the aspects that companies must address to build a robust corporate identity, capable of transcending borders and connecting with culturally diverse audiences.

In this context, the following was officially presented: “Brand Strategy and Positioning Service for Internationalization”This initiative from the consulting department of the public agency provides Andalusian companies with specialized advice to design and strengthen their brand strategy, viewing it as a lever for accessing and consolidating their presence in target markets. It is worth noting that this service is co-financed with funds from the Unión Europea through the ERDF Operational Programme of Andalucía 2021-2027.

Concept	Detail
Event	'Brands that open up markets' conference
Organizers	Andalucía TRADE y Cámara de Comercio de Málaga
Date and place	July 2, 2026, Malaga
Main Speaker	Ignacio RamosCEO Grupo Borneo
Service Presented	Brand Strategy and Positioning Service for Internationalization
Finance	ERDF funds of the Unión Europea (85% contribution)

Malaga success stories: from Finca La Torre to Microcad Software

The day concluded with a round table discussion that provided practical insights from companies that have already used this service to boost their expansion. Moderated by María González, brand strategy consultant of Grupo BorneoThe colloquium included the participation of Borja Adrián, manager Finca La Torre; Alex BatallerCEO Microcad Software, and Carlos CórdobaCEO of the eponymous firm Carlos Córdoba.

The three executives explained how strategic work on their brand positioning has been a determining factor in strengthening their international presence. They shared that this work has not only improved their ability to compete in new markets, but has also strengthened the perceived value of their products and services among global partners and clients. Following the presentations, a discussion period was held. networking It allowed attendees to exchange experiences and establish professional contacts.

Key points and frequently asked questions about brand strategy in internationalization

Why is brand strategy more important than ever for an exporting SME?

In saturated global markets, product and price are no longer the only differentiating factors. A strong brand builds trust, conveys company values, and creates an emotional connection with the customer, which is crucial for standing out from local and international competitors. It becomes an intangible asset that protects the business in the long term.

What specific type of support does the Andalucía TRADE service offer to companies?

The "Brand Strategy and Positioning Advisory Service for Internationalization" provides an initial assessment, expert guidance, and a customized roadmap to help each company define or strengthen its brand identity. This includes everything from purpose and values ​​to communication and cultural adaptation to specific markets, with the goal of transforming the brand into a powerful sales and consolidation tool.

How does a strong brand impact relationships with international distributors and buyers?

A well-positioned and recognized brand greatly facilitates negotiations and the acquisition of strategic partners abroad. Distributors and buyers prefer to work with brands they perceive as reliable, professional, and with a clear value proposition, as this reduces their own commercial risk and makes it easier for them to sell the product in their local market. Ultimately, a strong brand is a guarantee of seriousness and business potential.