Aebrand and Hispack collaborate to promote packaging for brand building and brand experience

The Spanish Branding Association (Aebrand) and the Hispack trade show organised by Fira de Barcelona have signed a collaboration agreement to promote knowledge of packaging as a means of creating, managing and positioning a brand, as well as generating consumer experiences.

The agreement, signed by the president of Aebrand, Cristina Vicedo, and the director of Hispack, Xavier Pascual, will help to promote joint initiatives for promotion, knowledge and networking that strategically address packaging as an essential element in the construction of a brand and in the effective shopping experience.

The first of the planned activities will be the round table that will take place at Hispack in May, which will bring together brand managers, designers and agencies with the aim of sharing innovative success stories and some of the keys and trends that are shaping the evolution of branding through packaging.

Cristina Vicedo explains: “At Aebrand, we believe that packaging is much more than a container or packaging that contains a product or an attractive design that seeks differentiation at the point of sale. Packaging is an expression of the proposal, promise and values that a brand conveys to the consumer. It is experience, preference, recommendation and connection with the needs of the user of a product”.

Xavier Pascual, for his part, says: “packaging is a strategic element that helps companies to innovate and connect directly with the users of their products, influencing their purchasing decisions. It therefore makes a valuable contribution to brand creation and is decisive for marketing, communication and sales, in short, for the profitability of a business”.

Pascual also highlights that Hispack will have an extensive commercial offer and activities aimed at brands, designers, advertising and branding agencies. “At the fair they will find new, more sustainable materials, packaging formats and designs to improve the user experience, packaging solutions for various sectors and ecommerce, smart packaging applications and printing and personalisation possibilities,” he concludes.

In the same vein, Cristina Vicedo stresses: “Hispack is, without a doubt, a benchmark for the packaging industry in Spain and has established itself as a meeting point for companies and professionals who understand the power of packaging in a brand strategy and its impact on sales”.

About Hispack
Organised by Fira de Barcelona every three years, Hispack is the largest packaging, process and logistics trade fair held in Spain and one of the leading trade fairs of its kind in Europe. This year’s edition, which will take place from 24 to 27 May, is expected to bring together more than 550 direct exhibitors and more than 1,100 brands represented in two pavilions of the Gran Via exhibition centre. As a novelty, in 2022 it will coincide with Graphispag, the country’s leading trade fair for the graphics and visual communication industry.

About Aebrand
Aebrand was founded in 2010 with the mission of representing, managing and defending the professional interests of the branding business community in Spain, and to promote, encourage and disseminate professional branding. Aebrand’s vision is to promote branding as a strategic element for business management, an engine of economic growth and a driving force for the competitiveness of companies, institutions, territories, governments and countries.

17 February 2022

Maria Dolores Herranz | Hispack | mdherranz@firabarcelona.com | 93 233 25 41

Bárbara Scandella | AEBrand | b.scandella@aebrand.org | 629 315 645