ROBERTO ALVAREZ DEL BLANCO is Associate Professor in Marketing at Instituto de Empresa, Spain and Visiting professor at the Haas School of Business, University of California at Berkeley, USA since 1993. Professor Álvarez del Blanco has recently been considered one of the most distinguished specialists in branding in Europe. He has published 11 books on personal branding, management, brand leadership and marketing strategy and written more than one hundred and fifty specialised articles. He is member of the jury of the Príncipe Felipe Awards to Management Excellency (Management of Leading Brands) and has also actively contributed to the development of the 'Leading Brands of Spain Forum'. He is Academic and Scientific Fellow to the World Economic Forum and an active consultant in strategy and brand valuation. President of MarketLink* and Partners. Professor Álvarez del Blanco has been Founder and Executive President of Pórtico de Mar, S.A. that refurbished and manages the Palau de Mar building in the Port Vell of Barcelona. He was Promotion Co-ordinator of the Barcelona 92 Olympic Office to hold the Olympic Games of the XXV Summer Olympiad. He is an enthusiastic entrepreneur who has created and directed several companies, including a family foundation to promote health improvement and children education in underdeveloped countries. He works as consultant for brands in national and multinational companies and public institutions.