INTERBRAND PRESENTS ITS RANKING OF THE 30 BEST SPANISH BRANDS 2011

In spite of the economic situation that Spain is facing, practices like strong management, investment in innovation and international diversification are some of the elements that our “Best Spanish Brands 2011” are putting into practice.

Developed by Interbrand in collaboration with Actualidad Económica, the “Best Spanish Brands 2011” highlights Movistar, which records the highest value growth (28%) retaining its number one position and the entry of 5 new brands; Bershka being the strongest reaching the Top Ten.

Interbrand, the leading global brand consultancy, has today presented its latest edition of the biannual ranking of the Best Spanish Brands in collaboration with the respected publication Actualidad Económica.
A rigorous study and analysis reveals the power and potential of our brands to keep on growing both within their domestic market as well as outside Spain.

Telecoms, financial services and retail brands make up the Top 5 in the ranking, as Movistar, BBVA, El Corte Inglés, La Caixa and Telefónica take the lead. The bet on internationalization, innovation, new technologies and their ability to adapt and respond to new consumer dynamics are the key factors that have propelled these brands to the top of the ranking. Moreover, Movistar has recorded the most impressive growth with an increase of 28% above the results of the 2009 edition of the ranking, thanks to its repositioning and the smooth transfer of customer and commercial equity to sell Telefónica’s products in Spain and in great part of Latin America.

“In spite of the economic crisis, more than 63% of the brands featured in the ranking have grown in value compared with their standing in 2009. The success of the companies in this ranking lies precisely in their capability to deal with difficult economic conditions and market dynamics, as well as sustaining a vision that has overcome all expectations” states Gonzalo Brujó, Chairman of Interbrand Iberia and Latin America.

This edition does not include Iberia airlines within its 30 Best Brands ranking due to this brand’s inability to create Economic Value Added to the brand´s future projections. This fact responds to exogenous factors which affect not only Iberia, but the whole of the airline industry, as well as other aspects such as the exposure to variations in oil prices, which impact all airlines’ current and projected results in a dramatic and definitive manner.

Bankia -- the new Financial Services Brand launched in 2011 as the result of the merger of seven savings banks-- is also not included within this ranking despite the fact that two of the savings banks which today integrate Bankia, (Caja Madrid and Bancaja) did perform remarkably in the 2009 raking.

Bankia’s exclusion from this year’s ranking is due to the fact that at the time of the analysis, the final consumer did not have a true Bankia brand experience, but rather, an ‘inherited inertia’ related to the individual savings banks brands of which they were clients before. As the Bankia brand consolidates its position in financial markets, it is sure to be included in future editions of this ranking.

In conclusion, we’d like to highlight the new incorporation of five great brands in this year’s ranking: Bershka, Massimo Dutti, DIA, Cruzcampo and Cepsa. “These brands are a most notable example that boosting brand value in times of crisis is difficult, but not impossible," states Brujó.