Panda Software, Brand Centre award for internationalization
Organized by ESADE in collaboration with Expansión, these awards recognize the brand management of Panda in its international expansion process. This is the first edition of this award which, divided into six categories, is decided by a jury made up of respected figures from the world of advertising and marketing in Spain.
The first edition of the Brand Centre Award has seen Panda Software declared winner in the internationalization category, in recognition of its brand awareness strategy and its international expansion process. Panda Software is one of the companies to have enjoyed strongest international growth, as a product on its innovative expansion policy, dedication to customer services and commitment to excellence, innovation and technological development.
The award recognizes best business practices with respect to branding in six different categories: brand creation, repositioning, internationalization, low-budget branding, corporate brands and long-term branding. The jury was made up of 13 respected figures from the world of advertising and marketing in Spain. This award to Panda Software for brand internationalization comes in a year in which the company is celebrating its 15th anniversary.
This expansion process, which began in 1996 when the Panda Software brand was barely recognized on the international scene, came as a response to the demands of globalization, as widespread use of the Internet saw the virus menace turn from a local into a global problem. This situation demanded rapid growth, both of the company and the recognition of its brand. Moreover, as general use of the Internet grew and with it the problem of security, Panda Software had to be able to detect viruses and threats originating from any country and to offer a more global service.
The internationalization strategy of the Panda Software brand, based on the principles of “Global thinking, local action”, has been conditioned by three main factors: ‘affordable’ marketing (governed by a limited budget in comparison with the resources available to other competitors), a process of integrating communication as another part of Panda services, and social commitment to the environment in which the company moves. Similarly, Panda operates in the highly competitive environment of IT security, which has during this time suffered the effects of recession.
Panda Software would like this award to serve as an example to many other Spanish companies who want to expand internationally, a point which the company’s vice president for international expansion, José María Hernández, is keen to highlight. “Panda Software’s 15-year history is an example of how a Spanish brand can become a world leader if the work is put into it. This is possible even in a market as competitive as IT security, and the task of taking a Spanish brand to virtually all countries around the globe is truly exciting. The keys to our success have been and will continue to be our bravery, our innovation and our desire to grow.”
These awards are in the framework of the Brand Center, an institution created by ESADE, along with the communication companies Grey, Summa, FCB/Tapsa and TNS.
About the Brand Center awards
The ESADE Brand Center awards have been created in order to create specific recognition for best practices in branding. They are the first Spanish awards focused on results obtained through best brand management practices, which have acted has generators of brand value and have become reference points in themselves.