Zara, Movistar, and Banco Santander are the three most valuable Spanish brands in the market, according to the Best Spanish Brands 2017 ranking recently published by the global brand strategy consultancy Interbrand.
The study analyzes the 30 most valuable brands in the Spanish market and attributes a specific economic value to them.
It is the first time that Zara, from the textile group Inditex, has positioned itself as the leader of this ranking, thanks to a 45% increase in its brand value, which Interbrand calculates at 15,452 million euros. The telecommunications company Movistar is second (10,646 million euros), while Banco Santander (5,576 million euros), BBVA (4,694 million), and Bershka (1,415 million) complete the top five positions.
After Zara, the second company that sees its brand value increase by a larger percentage is Mercadona, with an increase of 31%. Thanks to this, Mercadona moves up two places in the ranking and is positioned eighth with a value of 1,252 million euros.
The new additions to this year's top 30 are Estrella Galicia and Sanitas, which occupy positions 27 and 29 respectively.
Interbrand's study includes brands that are 100% Spanish in origin (although they may currently be part of a foreign group). In addition, they must be brands with public notoriety and relevant to the end consumer, and they must publicly offer financial information.
Interbrand explains that it takes into account three aspects that contribute to the valuation of a brand: financial performance, the role the brand plays in the purchase decision process, and its strength compared to competitors.
The full report is available at www.mejoresmarcasinterbrand.com.
The following two graphs show the value in millions of euros of the top 30 brands and the percentage variation compared to the previous year:
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