Zara, Santander and BBVA are the most valuable Spanish brands according to the list drawn up by the independent consultancy Brand Finance Spain, which analyzes the relationship between reputation and business of the companies. The study includes after these three signatures Movistar, El Corte Inglés, Repsol, Caixabank, Iberdrola, Mapfre and Amadeus within the ten most valuable Spanish brands.
Three of the ten brands belong to the banking sector (Santander, BBVA and CaixaBank), which contrasts with the most valued companies in the United States, where the technology sector prevails. "Surprisingly, Spain is closer to China than to the United States in terms of brand value, since in China also companies in the banking sector have a great weight", said the general director of Brand Finance, Teresa de Lemus.
Brand Finance places Spain's leading bank in the banking sector, followed by textiles, ahead of telecommunications and ranked as the second most valuable. "Our textile sector is getting stronger and has a bullish capacity," de Lemus pointed out.
Spanish companies are also world leaders in these sectors for brand equity. Zara ranks second among the most valuable in the textile sector in the world, Santander twelfth in the banking sector and Movistar in number thirteen in terms of telecommunications. "The value of the companies has increased by 8.6% in the last year, with which we see that it is investing in brand value", pointed out De Lemus.
The director of technical quality of Brand Finance Spain, Alex Haigh, has pointed to the reputation of a brand as "a determining factor" to increase consumer demand.
The representatives of Mapfre, Iberia, NH, Gestamp and LaLiga, some of the companies included in the hundred companies most valued by Brand Finance, have agreed on the importance of creating brand value to consolidate and generate success in the company.