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BRAND AND ITS HISTORY:ECONOMIC, BUSINESS, AND SOCIAL VALUEBRAND AND ITS HISTORY:ECONOMIC, BUSINESS, AND SOCIAL VALUEINTERNATIONAL SEMINARMadrid, 22 – 23 May 2014OrganizersPatricio Sáiz and Rafael Castro (UAM)ProgramMadrid, UAM, 22‐23 MayThursday, May 2212h30‐ 14h00Session 1 ‐ Project address∙ Reception and Institutional Presentation∙ María‐Jesús Yagüe &#38; Patricio Sáiz (UAM)Brand and its History: Economic, Business, and Social Value. An Overview14h00‐ 15h00Lunch15h00‐ 17h00Session 2 – Brand capital and new challenges∙ Milagros Dones, Marta Felis, Juan J. Méndez &#38; Jaime Romero (UAM):Brands and Economic Growth∙ Beatriz García Osma, Nieves Villaseñor Román y Mª Jesús Yagüe (UAM)Brand Capital and Earnings Quality∙ Shintaro Okazaki, Ana M. Díaz, Mercedes Rozano, and Héctor D. Ménendez (UAM)Theoretical and Methodological Challenges in Online Branding Research: Which Customers areMore Engaged and Why Does It Matter?17h00‐ 17h30Coffee break17h30‐ 19h00Session 3 – Global branding∙ Pierre‐Yves Donzé (Kyoto University):The Globalization of Brands and the Comeback of the Swiss Watch Industry on the WorldMarket, 1980‐2010∙ Jose Bellido &#38; Kathy Bowrey (BC, London ‐ UNSW, Sydney):Mickey in Europe: Merchandising Opportunities and Trade Mark Struggles (1930‐1940)Friday, May 239h30‐ 11h30Session 4 – Industrial trademarks and branding∙ Igor Goñi Mendizabal (EHU, Bilbao):Trademarks in Basque Gunmaking Industry. The Case of ‘ASTRA‐Unceta y Cía’∙ Ramón Ramón Muñoz (Universitat de Barcelona):Patterns of Export Marketing prior to World War II: The Case of Olive Oil.∙ Miquel Gutiérrez‐Poch (Universitat de Barcelona):Producing Ashes: Brand and Cigarette Paper in Spain (1850‐1936)11h30‐ 12h00Coffee break12h00‐ 14h00Session 5 – Collective identities and enduring brands∙ Florent Le Bot &#38; Cédric Perrin (IDHES‐UEVE, Paris)Brands and Collective Identities. The Case of French Industrial Districts∙ Patricio Sáiz &#38; Francisco Cayón (UAM):Looking for Enduring Brands: An Ongoing Project for Trademark History in Spain∙ Nadia Fernández‐de‐Pinedo &#38; Rafael Castro (UAM):Wine, Trademarks, and the Origins of Drink Branding in Spain14h00‐ 15h00Lunch and coffee afternoon.Getting to Residencia de Estudiantes and to UAMFrom Madrid Barajas AIRPORT: Take the underground (20 minutes, 4,5 €) to Nuevos MinisteriosYou can walk 10‐15 minutes to the RESIDENCIA DE ESTUDIANTES or take a taxi (6‐8 €)Getting to UAMTake a train (not the underground) from Nuevos Ministerios to Cantoblanco‐UniversidadLine C4: Each 15‐20 minutes. Train Stop: Universidad Autónoma de Madrid (20 minutes, 2 €)Walk 5 minutes to Facultad de Ciencias Económicas y Empresariales,Módulo 2Residencia de EstudiantesNuevos MinisteriosBRAND AND