Zara Leads BrandZ Top 30 Most Valuable Spanish Brands as Apparel and Retail Sectors Face Challenging Climate - Seite 3

Banking boost

CaixaBank, this year's fastest riser, stands out due to strong perceptions of its corporate responsibility (indexing 139); it is also the only Spanish bank to be perceived as 'friendly' (indexing 110). The banking sector saw the largest change in total brand value, up 12% to $21.9 billion, with six brands in the Top 30, including Bankia (No. 16, $1.1 billion), Banco Sabadell (No. 22, $516 million) and Bankinter (No. 29, $242 million).

Better financial results, fuelled by greater consumer optimism, rising employment, combined with the benefits of offering greater convenience to consumers via tools such as digital banking have helped boost brand valuations across the sector.

Other trends highlighted in this year's BrandZ Top 30 Most Valuable Spanish Brands report include:

• A healthy brand is a valuable brand: The ranking shows a strong correlation between good health – as measured by BrandZ's 'Vitality Quotient' metric – and brand value. The 10 healthiest brands in the ranking have an average value of $6.8 billion, while the bottom 10 have an average value of just $868 million. Healthy brands can be found across a range of sectors including beer, insurance, retail and travel but the healthiest is oil and gas company Repsol, which indexes 133.
• Brands need to show they can be trusted: While personal confidence is generally up, trust in institutions and the government is down, driving a growing need for honesty and transparency from Spanish brands – not least because trust is closely linked to recommendation, which is increasingly important in the digital age.

Martin Wohlfart, Head of Client Management, Madrid, Kantar Millward Brown, said: "For Spanish consumers we've seen it's not just about cost but about valuing brands that are perceived to support local jobs and communities. Brands should maximise the presence they have in Spain, seize the opportunities to build on trust and demonstrate their contribution to national pride."

The BrandZ Top 30 Most Valuable Spanish Brands report and rankings, and a great deal more brand insight for key regions of the world and hundreds of market sectors, are available online here.

The Spanish report, rankings, charts, articles and more can also be found via the BrandZ app. The BrandZ app also contains the same features and functionality for all BrandZ regional reports and can be downloaded free for Apple IOS and all Android devices from www.brandz.com/mobile or by searching for BrandZ in the respective iTunes or Google Play app stores.