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Madrid, Spain February 3, 2020.- Zara, Movistar and Banco Santander are the three most valuable brands of the 2019 Best Spanish Brands report published by Interbrand. ‘Iconic Moves’ is the theme chosen for the eighth edition of this bi-annual report, which analyzes the 30 most valuable brands based in Spain. ‘Iconic Moves’ refers to the need for brands to anticipate the needs and expectations of consumers through courageous and disruptive movements that will allow them to continue growing in the future.
“Best Spanish Brands 2019 emphasizes that the role of the brand is more important than ever. As the sectors merge and the dividing lines thaw, entry barriers disappear and, therefore, brands will become barriers as the strongest differentiating asset in the long term and, consequently, the least imitable competitive asset,” says Nancy Villanueva, Managing Director at Interbrand Madrid.
Inditex Group’s crown jewel, Zara, leads the ranking for second year in a row, though its brand value decreased by 3% to EUR €14,999m. It is followed by the transatlantic telco giant, Movistar, whose brand value grew by 1% to EUR € 10,706m. Santander maintains its ranking position by growing its brand value 33% to EUR €7,442m. Zara and Santander are currently the only two Spanish brands present in the annual Best Global Brands ranking, which is comprised of the 100 most valuable brands around the world. Financial services brand BBVA and energy brand Repsol round out the Top 5 at #4 (EUR €4,895m) and #5 (EUR €1,644m) respectively.
Of the 30 brands featured in this year’s ranking, 6 saw double-digit percentage growth in comparison to 2017’s values. The three Top Growing Brands include financial brand Santander (+33%), energy brand Repsol (+28%), and Inditex’s apparel brand, Massimo Dutti (+18%). Three new entrants have broken into the ranking. Luxury brand LOEWE debuts at #20 (EUR €409m). The airline Iberia (EUR €315m) and the beer brand Damm (EUR €292m) return to the ranking at #24 and #27, respectively.
The combined total value of the Top 30 is EUR €55,576m, an increase of 3.9% from 2017. Nancy Villanueva commented: “Although in 2017 total growth was 11.7%, we should not focus the analysis by transferring this brake to the economic situation, as it would remain incomplete. We cannot forget the moment that the most important brands in Spain are passing through. We are talking about a period of preparation for the future, of reorganization, investment, integration and planning”.
“If we look back to the beginning of the decade, we will realize that some of the firms that appear in the ranking have come a long way in recent years and little or nothing resembles what they were at that time”.
Interbrand’s Best Spanish Brands report identifies the most valuable Spanish brands by analyzing the many ways a brand benefits an organization—from delivering on customer expectations to driving economic value. Interbrand’s global methodology was the first brand valuation method to become ISO certified.
The ranking is based on a combination of attributes that contribute to a brand’s cumulative value:
Please visit www.mejoresmarcasinterbrand.com to read the full 2019 Best Spanish Brands report. To join the conversation on social media, use the hashtag #MME2019 and follow @interbrandMAD.
Interbrand has been the world’s leading brand consultancy, for over 40 years – having pioneered iconic work and forged many of the brand building tools that are now commonplace.
We know that in an age of unprecedented abundance of choice and speed of innovation, customers’ expectations are moving faster than businesses. While incremental change is still essential, it’s no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call them Iconic Moves.
In collaboration with many of the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Our highly influential Best Global Brands valuation and award-winning brandchannel news site are resources to our clients and the industry, providing proprietary data for our role as client partner and commentator. We have published 18 books on brand. Through our own Academy, we aim to be the most accelerated learning environment in the marketing world.
Interbrand is part of The Brand Consulting Group of Omnicom Group Inc. (NYSE:OMC). For more information, please visit www.interbrand.com
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Best Spanish Brands 2019
|Position 2019||Brand||Position 2017||Sector||Value 2017 (€m)||Change in value (%)|
|12||El Corte Inglés||12||Retail||845||3%|
|18||Banco Sabadell||20||Financial Services||517||4%|
|26||Estrella de Galicia||27||Alcohol||306||6%|
|29||Mutua Madrileña||30||Financial Services||262||9%|