382 0 Kommentare Zara Leads BrandZ Top 30 Most Valuable Spanish Brands as Apparel and Retail Sectors Face Challenging Climate

MADRID, March 26, 2019 /PRNewswire/ -- In a ranking dominated by apparel brands, Zara has retained the top spot as the most valuable Spanish brand with a value of $24.8 billion in the BrandZ Top 30 Most Valuable Spanish Brands report released today by WPP and Kantar.

Overall, the 2019 ranking value grew 1% to $103.9 billion but there were many brands that defied the average. CaixaBank (No. 13, $1.7 billion) was the fastest riser, up 36%, followed by oil & gas brand Repsol (No. 8, $3.0 billion) and national airline Iberia (No. 25, $430 million), which both grew by 19%.

The top five remained unchanged with telecom provider Movistar (No. 2, $21.6 billion), banking giant Santander (No. 3, $9.9 billion), finance brand BBVA (No. 4, $8.5 billion) and energy titan IBERDROLA (No. 5, $5.6 billion) completing the list.

Kindness and difference drive growth

When asked to associate which of 24 positive or negative words best described brands, those identified by Spanish consumers as 'kind' exceeded average growth rates by 5%. Iberia is perceived as the kindest brand in the Spanish Top 30, indexing 126 (where the average is 100).

Growth was also driven by a clear perception of 'difference', a measure of consumer recognition that the brand stands apart from rivals in its sector. Spanish brands in the ranking scoring highly on difference are worth an average of $6.9 billion, compared to $1.4 billion for those with a low difference score.

David Roth, WPP said: "Offering something different is vital for building brand value today if companies want to stand apart from their competition and grow their business faster. Being indistinct means slower growth and a greater vulnerability to fast-moving rivals. A significant proportion of brands clearly recognise this but there is potential for many of Spain's most valuable brands to improve in this area."

The BrandZ Top 10 Most Valuable Spanish Brands 2019