MADRID: Movistar remains the most valuable Spanish brand despite the telecoms business having lost almost a third of its value over the past two years, according to a new Interbrand report which also highlights the impact of globalisation.
Overall the consultancy said that 60% of the top 30 Spanish brands had seen an increase in brand value since the last such study two years ago.
There were also several new entrants to the report including global brands Zara, the fashion retailer, in second place, and Santander, the bank, in third. Three national brands appearing for the first time were banking conglomerate Bankia, in 22nd, brewer San Miguel, in 26th, wireless and broadband carrier Jazztel in 29th and insurance company Mutua Madrileña in 30th.
Interbrand noted that all of these had shown the importance of innovation, internationalisation and being able to adapt to customers' needs, as well as focusing on their digital strategy.
The 'top risers' in the 2013 Best Spanish Brands report
included insurance company Mapfre, whose value rose 69% putting it in 12th place, supermarket chain DIA (up 52% in 16th place), security systems business Prosegur (up 42% in 15th place), fashion retailer Bershka (up 41% in 9th place) and energy firm Gas Natural Fenosa (up 35% in 19th place).
At the other end of the scale several brands registered significant declines in value. Telefónica's 56% plunge in value saw it fall from 5th to 17th place. Fellow telecoms business Movistar dropped 31% but it still retained the top spot, while retailer El Corte Inglés tumbled 35% in value and from 3rd to tenth place.
Financial services emerged as the leading sector in the ranking, with eight brands amongst the top 30, followed by the retail sector with seven brands, FMCG with four brands, the utilities industry with three brands, telecommunications with two brands, sports & media with two brands, the energy sector with two brands, and one internet and lastly, one representing the business services industry.
"Globalization and diversification are still these brands' biggest challenge," said Gonzalo Brujó, Interbrand Chairman Latin America & Iberia.
"Those who have already made the effort of operating beyond our frontiers are already seeing results," he added.
Data sourced from Interbrand; additional content by Warc staff