Zara, Movistar and Banco Santander are the three most valuable Spanish brands on the market, according to the 2017 Best Spanish Brands ranking published recently by global brand strategy consultancy Interbrand.
The study analyses the 30 most valuable brands on the Spanish market and gives them a specific financial value.
This is the first time that Zara, of the Inditex textile group, has led this ranking. It has done so thanks to a 45% rise in brand value, which Interbrand calculates to be €15.45 billion. Telecommunications company Movistar is second (€10.65 billion) and Banco Santander (€5.58 billion), BBVA (€4.7 billion) and Berhska (€1.42 billion) round out the top five.
After Zara, the company that saw the second largest increase in brand value was Mercadona, up 31%. This put Mercadona two places higher on the ranking, at eighth with a value of €1.25 billion.
New in the top 30 this year are Estrella Galicia and Sanitas, ranked 27th and 29th, respectively.
The Interbrand study looks at brands that are 100% Spanish in origin (even if they currently belong to an international group). Plus, they must be renowned brands that are significant for end consumers, and provide public access to financial information.
Interbrand explains it takes into account three areas that contribute to a brand’s value: financial results, the brand’s role in the purchase decision-making process, and its strength relative to competitors.
The full report is available at www.mejoresmarcasinterbrand.com.
The two graphs below show the value in millions of Euro for the top 30 brands and the percent of variation from the previous year: