PONS IP, a global consulting firm specialising in Intellectual Property, and GfK Spain, a market research consulting firm with over 50 years’ experience in the Spanish market, have announced the launch of Insightia, a pioneering solution on the market that integrates legal protection and market intelligence across all stages of the brand lifecycle.
Competitive pressure on intangible assets and the need for rapid, well-informed decisions mean that brands are now at the heart of value creation. According to the World Intellectual Property Organization (WIPO), the value of corporate intangible assets worldwide in 2025 is already approaching €80 trillion, cementing their role as a key driver of economic value creation and business growth.
Alignment between marketing, legal and innovation is now a critical factor in optimising resource allocation and maximising return on brand investment, with a direct impact on metrics such as EBITDA and the economic valuation of intangible assets.
In response to this situation, and with the shared aim of bridging the traditional gap between the legal sector and the branding and marketing sectors, as well as the agencies that support them, PONS IP and GfK Spain have joined forces to develop Insightia, an applied intelligence system that integrates legal protection and market research. This approach enables us to support a brand throughout its entire lifecycle: from its conception through to its launch and establishment.
Insightia: more accurate, confident and market-aligned brand decisions
This proposal sets out a joint methodology that combines two key disciplines into a single decision-making model capable of aligning legal criteria with market data from the earliest stages, anticipating risks, optimising investments and driving the strategic development of brands: on the one hand, legal protection aimed at ensuring their viability, defence and exclusivity, and on the other, market intelligence to ensure their relevance, differentiation and value creation.
The joint value proposition from the teams at PONS IP and GfK Spain includes legal feasibility analysis and market research services to assess naming, products or value propositions prior to their development, thereby reducing the risk of disputes and improving investment efficiency. Furthermore, Insightia includes continuous monitoring tools that analyse a brand’s competitive positioning and risk level, as well as its ability to create value as an intangible asset, providing CMOs and CEOs with an objective basis for strategic decision-making.
According to Javier Resurrección, Managing Director of GfK Spain, “this partnership provides brands with a more comprehensive and secure view of their value, drives innovation and generates sustainable benefits over time. Both GfK Spain and PONS IP are bringing our experience and expertise to this alliance to help companies focus exclusively on their business, with complete confidence in the value of their brand.”
In turn Ana López de Castro, Director of Marketing and Communications at PONS IP, notes that “companies today face a situation in which building a brand requires integrating capabilities that have traditionally operated independently. Thanks to our partnership with GfK Spain, Insightia is taking a step forward by combining legal rigour with market intelligence, enabling organisations to anticipate risks, optimise their strategic decisions and enhance the value of their intangible assets right from the outset.”
The Insightia presentation took place at the Fundación PONS headquarters, with Ana López de Castro, Director of Marketing and Communications at PONS IP, with Pablo López Gil, Managing Director of the Renowned Spanish Brands Forum (FMRE), participating as the keynote speaker. Javier Gómez, Head of Brand, Comms and UX at GfK Spain, and Emilia López, a lawyer in the Legal Department at PONS IP, were responsible for presenting the details of Insightia.
The event included a panel discussion featuring executives from Grupo Central Lechera Asturiana, Donte Group, SUMMA Branding, GfK Spain and the consulting firm PONS IP, moderated by Jaime Dolagaray, president of AEBRAND, during which the challenges and strategies involved in brand development and protection were analysed in complex scenarios such as brand creation and management, rebranding processes or arranging co-branding projects.
From left to right: Jose Pons, Antonieta Martín, Marketing Manager at GfK Spain; Javier Resurrección, Managing Director of GfK Spain; Ana López de Castro, Head of Marketing and Communications at PONS IP; Emilia López Camba, lawyer at PONS IP Legal Services; and Javier Gómez, Head of Brand, Communications and UX at GfK Spain.
