RAÚL PERALBA

Expert in Brand Positioning, founder of Positioning Systems


Positioning is considered nowadays to be the most efficient competitive strategy. Raúl Peralba has been advising large Spanish and Latin American companies on the necessity of positioning and differentiating of brands for the last 15 years.

Raúl Peralba is president of "Positioning Systems", the first consultancy in Spain which specialises in Brand Engineering; the senior partner of Trout & Partners; and co-founder of the strategic competition consultancy network which runs Jack Trout. He is responsible for the network in Spain, Portugal and MERCOSUR (Argentina, Brazil, Paraguay and Uruguay). It can be asserted that he was the promoter of "Positioning" in Spain, managing projects for companies and institutions such as ASOLIVA; FMRE (Foro de Marcas Renombradas Españolas); Grupo Santander Central Hispano; Banco Pastor; CDTI; Chupa-Chups; Fagor; Grupo Amanco; Grupo Alta Gestión; Grupo Gestamp/Gonvarri; Iberia; ICEX; Mondragón C.C.; Repsol; Telefónica; Thyssen-Boetticher; Retevisión; Saprogal (Conagra); and Grupo Techint, amongst others.

Raúl Peralba is the principal person responsible for the Spanish versions of the books signed by Jack Trout, which include the noteworthy: "El Nuevo Posicionamiento" ("The New Positioning"), "El Poder de lo Simple" ("The Power of Simplicity") and "Diferenciarse o Morir" ("Differentiate or Die"). Apart from being a regular columnist for newspapers and business magazines in Spain and Latin America, he is also co-author, along with Jack Trout, of the latest bestseller, "Grandes Marcas, Grandes Dificultades" ("Big Brands, Big Difficulties").