Faculty Directory

Andres Cuneo Zuniga

Visiting Associate Professor of Business Administration

Areas of Expertise

Private label brands, brand strategy, marketing strategy


PhD, ESADE Business School (University Ramon Llull), 2009; MS, ESADE Business School (URL), 2008; MBA, ESADE Business School, 2000; BS, Universidad Diego Portales, 1994


Andres Cuneo’s research topics are related to brands: why brands matter for companies and consumers. His primary stream of research is focused on the development of private label brands across categories and countries and the impact that they have on competitive dynamics between manufacturers and retailers. His second stream of research focuses on how emerging consumer consumption patterns affect brand strategy and therefore companies’ value propositions. Cuneo’s research ideas are primarily inspired by the intersection between marketing strategy, brand strategy, and management practice; therefore, he is always interested in capturing and disseminating both academic value and management relevance. Prior to academia, Cuneo held executive positions in marketing and sales, mainly in CPG multinationals. He also spent part of his business career working on management consulting on several engagements with companies from different countries and sectors of activity, such as consumer goods, telecom, and industry. Most of his working experience has been in Spain, Italy, The Netherlands, and Latin America.