He is professor at the Complutense University of Madrid, director of Merco, the Business Monitor Corporate Reputation; Annual report The business communication and management of intangibles in Spain and Latin America and non-executive Chairman of Villafañe & Associates consulting firm pioneer in Spain in reputation management companies. He is the author of several books among which are the good company proposed a theory of corporate reputation (2013); I want to work here: the six key internal reputation (2006); The good reputation, keys in-tangible value of companies (2004); Professional management of corporate image (1999) and Positive Image: strategic management of corporate image (1993)