Raul Peralba is one of the top ten speakers in Spain. He is an expert in
positioning, competitive strategy and brand engineering. He has great
experience in country positioning and branding, as the advisor to WTO and the
Leading Brands Association of Spain. He has also developed his own concepts on
emotional marketing and UEP® (Unique Emotional Proposition) for a better
positioning strategy in today's hypercompetitive global markets.
More than an academic, he is an experienced executive with many years of line
responsibility in large Spanish public and private corporations. His
professional experience also includes membership of the boards of companies in
different industries: assembling, engineering, energy, food processing,
electronics and military equipment.
He is the Partner Director of Trout & Partners Group for Spain, Portugal and
the Mercosur countries (Latin America) and Chairman of Positioning Systems, the
Group's affiliate firm in Spain. He has developed competitive positioning
projects advising for ASOLIVA (Olive Oil Export Ass. of Spain), AVINA
Foundation, Repsol-YPF, Iberia, Foreign Trade Institute of Spain (ICEX),
Leading Brands of Spain Forum, Banco Pastor, Compudata, Gestamp/Gonvarri Group,
EOI Business School, Human Group, AMANCO Group, WTO, Fagor Automotive, Fagor
Electronics and Saprogal-ConAgra Group.
He was responsible for the Spanish versions of Jack Trout's best-selling books,
Positioning, Marketing Warfare, Bottom-Up Marketing, The 22 Immutable Laws Of
Marketing, The New Positioning, The Power Of Simplicity, Differentiate or Die
and Big Brands, Big Troubles. He is also coauthor of The Most Renowned Brands
From Spain and the main author of Leading Brands Of Spain.
In 1986 he created his own consulting firm in order to help the Spanish
business sector to develop competitive strategies and expand into international
markets. He also serves as an advisor to the European Commission on commercial
and marketing aspects for high-tech projects.
Previously he was assigned by I.N.I. (Spain's state-owned Industrial
Conglomerate) to represent its activities in Argentina, Chile, Paraguay and
Uruguay, based in Buenos Aires. Other relevant experience is that of Managing
Director of Abengoa (Spain's leading electrical and assembling company) based
in Venezuela and in Panama.
Mr. Peralba is an Industrial Engineer who graduated from the Catholic
University of Buenos Aires and the University of Seville. He received an MBA
Degree in Barcelona and a PADE Degree from IAE/IESE. Mr Peralba is also a
frequent speaker (Spanish and English) in business events and a Professor in
some of the most prestigious business schools, both in Europe and Latin
American countries.
