Despite the current financial climate among Southern European countries, 60% of Spanish marks have increased their value over the last 12 months, with 18% of brands being new additions to Interbrand’s annual 30 Best Spanish Brands report.  According to the report only 26% of the brands listed have decreased their value.
The most valuable Spanish brand is Movistar, a telecommunications provider which operates in Spain as well as in a number of South American countries. Although Movistar has topped the list for a number of years, it has suffered a decline of 31% in its brand value over the last 12 months.
Perhaps the most recognisable brand for Australians, which is also the 2nd most valuable brand in Spain is Zara, part of a clothing multinational company that operates in all continents. Zara has increased its brand value 14% since last year and it is currently worth 8,664 million euros (around AUD$13.22 billion); mainly due to an increase in sales during 2012. Zara’s success is shown in the recent launches of online stores in China, Russia and Canada as well as the opening of new brick and mortar shops in fashion capitals such as New York, London and Madrid.
Among the most valuable Spanish brands we can also find the likes of Santander, a financial services firm that sponsors F1 races, soccer clubs such as Real Madrid and F.C. Barcelona, another clothing company, Mango, and a new entry, the beer maker San Miguel. The biggest increase in value has been experienced by the financial services firm Mapfre, with a 69% of increase in its brand value.
Saioa Echevarria Idianez, Trade Marks Attorney
17 January 2014