The article "Building a brand’s personality in an emerging country: Is it equally important when brands are consumed publicly and privately?" by Cr. Héctor Bajac, Professor of Marketing at the School of Administration and Social Sciences, and Prof. Miguel Palacios, Professor of Entrepreneurship and Coordinator of Executive Education at ESCP (Europe Business School) ( Madrid), was published in the proceedings of the “International Conference on Marketing (ICOM) 2013: Challenging Environment.” The event, organized by Leap Business Management (Colombo, Sri Lanka), took place on February 19 and 20, 2013.