Dynamism combines best of old and new
Confidence returns to drive steady, diverse growth
Spain is not only one of the largest and most influential markets in Western Europe, it’s also one of the most dynamic. It is building on centuries-old strengths, and at the same time is adapting to new and challenging conditions with alacrity. As green shoots emerge in an increasingly diverse economy, we inaugurate the WPP BrandZ™ Top 30 Most Valuable Spanish Brands ranking.
This ground-breaking study ranks the country’s most successful brands, analyzes their strengths, and identifies the key forces that are driving growth in this market. It is the first edition of an annual review that will track and anticipate the evolving environment for brands in Spain, and will chart the changing fortunes of the country’s most valuable brands.
We are tremendously excited to be bringing the BrandZ™ study to Spain. This is the fifth-largest economy in the European Union, and is home to incredibly strong and enduring local brands; the bank BBVA dates back to 1857, and brewing giant Mahou San Miguel is also over 100 years old. Spain is also the birthplace of brands that have become household names the world over: Zara, Mango, Manolo Blahnik, Santander and Telefónica, to name just a handful.
These brands are not only taking great products and services to the world; they are exporting what Spain itself represents. In this report, we look at the power of “Brand Spain” in the mind of the modern global consumer. This image is evolving as does Spain itself, combining the culture and heritage of the past with a focus on innovation and the ideas of the next generation of brand-builders. Start-up hubs are powering bright people with big ideas to develop the next Cabify or Wallapop.
The Spanish economy is forecast to grow at around 2 percent a year for the next three years; not especially fast, but with consistency and steadiness. Just as importantly, there is a sense here that things are getting better, and that the conditions are right for people to work to make their own future. There is a sense of determination and entrepreneurship now that Spain has not seen for some years.
Whether you’re a Spanish brand or a global name, in this report you’ll find knowledge and insight to help you create and grow brands in Spain – and farther afield – more effectively.