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About

Hi! I'm Lorena 

I’m passionate about helping leaders build authentic brands that connect deeply with their audience. My focus is on crafting brands with character, allowing businesses to engage with their communities in ways that resonate and inspire trust.

In addition to brand building, I love connecting people and communities, creating bridges that foster better communication and help achieve strategic goals. I believe in the power of collaboration to make a meaningful difference, whether it’s in business or personal growth.

As an advocate for simplifying entrepreneurship, I strive to make the journey easier for individuals—giving them the freedom to spend more time with their families or doing what they love. By streamlining the entrepreneurial process, I help create space for what matters most.

With a strong passion for research, learning, and connecting brands with hearts, I’m always exploring ways to merge creativity with strategy.

I live by the motto, "Love the life I live, live the life I love," and am driven to inspire others to do the same.

Let’s connect, collaborate, and create something extraordinary together. Keep being inspired!

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Education

2012-2014

Brunel University, UK

MSc Applied Corporate Brand

Management

2008

Los Andes University, Colombia

Certificate in Strategic Branding

2005-2006

Jorge Tadeo Lozano University,

Colombia

Advertising Management Specialization

2000-2005

Jorge Tadeo Lozano University,

Colombia

Professional in Advertising

2014-2023

University of Vienna

PhD in Management and International

Marketing. Doctoral thesis: Emotions in Country of Origin Effects.

List Title 

Academic Publications

2016

Annual Conference of the European Marketing Academy Conference (EMAC) 
Oslo, Norway

 

​"Emotions Generated by Country Stereotypes: A Facial Coding Approach", Proceedings​

2018

Annual Conference of the European Marketing Academy Conference (EMAC) Hamburg, Germany

“Basic Emotions and Country Stereotypes Triggered by Country of Origin Cues: An

Interaction of Fear and Sadness”. Proceedings

2021

Multidisciplinary Business Review

Destination Image in the COVID-19 Crisis: How to Mitigate the Effect of

Negative Emotions, Developing Tourism Strategies for Ethnocentric and Cosmopolitan

Consumers” 

2023

University of Vienna
Doctoral Thesis

Basic Emotions in Country of Origin Effects 

2018

Annual Conference of the ICTR, (Porto, Portugal).

“The Influence of Emotions and Country Stereotypes on Destination Image and Word of Mouth”, Proceedings

2020

Annual Conference of the European Marketing Academy Conference (EMAC) Budapest, Hungary

“Basic and Secondary Emotions in Country of Origin Effects: When Happiness Backfires”

- European Marketing Academy, 

2021

International Conference of Tourism Research (ICTR) 
Madrid, Spain

The Influence of Emotions triggered during the COVID-19 Crisis on Travel Intentions

and Willingness to Recommend a Destination”

Donor Funded Projects

2020

COMCEC

Handbook on the establishment of effective national trade facilitation committees in Islamic Countries” 

2021

GIZ

Sustainable and Profitable Tourism Development Programm for Tour Operators 

2021

GIZ

General analysis of Ibero-American B2B and B2C Markets, Palestinian Territories

2022

KIRAS Project FORREST
des Bundesministeriums für Finanzen

Muslim*innen im Großraum Wien zwischen Religion und Rechtsstaat. “Fokus Religion und Rechtsstaat” 

Logoz Consulting, Corporate Marketing and Branding Consulting
Logoz Consulting, Corporate Marketing and Branding Consulting
Logoz Consulting, Corporate Marketing and Branding Consulting
Logoz Consulting, Corporate Marketing and Branding Consulting
Logoz Consulting, Corporate Marketing and Branding Consulting
Logoz Consulting, Corporate Marketing and Branding Consulting
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