Sustainability, Brand Equity and Brand Benefits: Three fundamental concepts in Brand Management. An Analysis for The Nestlé Brand

This Final Degree Project, which is presented to obtain the degree in International Trade of the University of León, studies different components of the brand management spectrum. Firstly, sustainability and how companies have involved this macro trend in their operations and how they have reorganized with respect to it is analyzed. Secondly, brand benefits and its components, brand equity and the customer based brand equity model and the customer commitment are analyzed. Finally, the consumer's vision both in Switzerland and in Spain is shown through a series of data analysis that try to contrast the theoretical part of the work from a practical perspective taking the iconic Nestlé brand as an example