Spain’s most valuable brands continue to accelerate, with the 2026 Kantar BrandZ Top 30 Most Valuable Spanish Brands reaching a combined US$147 billion. This represents 27% growth year on year and nearly 50% over two years, driven by global fashion leaders, high performing financial institutions and a new generation of culturally resonant brands.
26 of the Top 30 brands increased in value this year, a remarkable performance in a landscape defined by rapid signals, complex consumer expectations and intensifying competition. In a world where decisions accelerate, winning brands are those that turn intelligence into action, using Meaningful Difference to guide long term strategic direction.
Highlights from this year’s ranking based on insights from over 90,000 consumer interviews, include:
- Zara remains Spain’s Most Valuable Brand, rising 12% to $38bn, powered by its global scale, fashion authority and consistent delivery
- No.2 BBVA (+61%), No.3 Santander (+80%) and top riser CaixaBank (+94%) reinforce Spain’s position as a global banking leader
- Apparel brands strengthen Spain’s cultural impact, with Bershka rising to No.10, and newcomer Loewe (No.20) demonstrating world class design, creativity and cultural relevance
- ABANCA (No.24) and Cupra (No.27) enter Spain’s Top 30 ranking for the first time
- Most top Spanish brands are seen as reliable and fairly priced, but many have headroom to become more innovative, more trusted, and even strengthen their Pricing Power
Discover how Spain’s most valuable brands are adopting powerful growth strategies through Meaningful Difference and strong consumer connections.
Infographic
Explore Spain’s brand landscape in this infographic. Kantar BrandZ’s Top 5 Most Valuable Spanish Brands in 2026 are:
No.1 Zara – US$38 billion
No.2 BBVA – US$18 billion
No.3 Santander – US$17 billion
No.4 Iberdrola – US$12 billion
No.5 Movistar – US$10 billion
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The Power of Meaningful Difference
Brands that stay closely connected to consumers, delivering relevant value, cultural resonance and distinctive experiences, are those achieving the strongest results. As rapid signals reshape decision making, Meaningful Difference gives brands the resilience and long term advantage needed to grow in dynamic markets. Watch the countdown video to discover Spain’s most valuable brands.
Methodology: how we measure brand value
Kantar BrandZ uses a consumer-centric approach combining Financial Value (corporate earnings linked to brand assets) and Brand Contribution (driven by Demand Power, Pricing Power and Future Power). This approach is powered by over 4.5 million interviews across 54 markets. Kantar’s Meaningful Different and Salient framework is endorsed by the Marketing Accountability Standards Board (MASB) and delivers actionable intelligence to power brand growth. Learn more
Highlights from the ranking, which include the opinions of more than 85,000 people about more than 1,200 brands across 98 categories, reveal:
• Zara has retained the number one position, with a brand value of $33.9bn
• Movistar is at No.2 ($12.6bn) followed by BBVA at No.3 ($11.4bn)
• Massimo Dutti (No.10; $2.8bn) is the Fastest Riser, increasing its brand value by 50%
• SEAT (No.28, $373m) one of Spain's most iconic and recognisable international brands re-enters the ranking
• Inditex owns five fast-growth brands in the ranking: Zara (+36%), Massimo Dutti (+50%), Pull&Bear (+45%), Bershka (+47%), and Stradivarius (+44%)
• The eight banking and insurance brands listed in the ranking are led by BBVA (+39%) and Santander (+21%)
• If brands don’t set themselves apart, they risk falling behind. Currently, 33% of brands in the Spanish ranking lack difference, compared to only 23% of the leading global brands.
Download the Kantar BrandZ Most Valuable Spanish Brands 2025 report
Download the Kantar BrandZ Most Valuable Spanish Brands 2025 infographic
The recovery of Spain’s economy has been reflected in this latest ranking of the most valuable Spanish brands. The total value of the top 30 brands now reaches $100 billion, the highest value since 2018, a reflection of the resilience and adaptability of brands in the face of the challenges of the past few years, as reported by El Espanol.
Highlights from this report, which is based on the opinions of more than 81,000 respondents about 1,243 brands across 94 categories, reveal:
• Zara remains Spain’s most valuable brand for the sixth year, worth almost $25.0bn
• Movistar (No.2; $13.0bn) and Iberdrola (No.3; $9.7bn) complete the top three
• Alcohol brand Estrella Galicia joins the ranking for the first time at No.28
• Apparel and Utilities deliver most value in the Spanish brand ranking
• Future growth for Spanish brands lies in continuing to invest in brand building, and in the international opportunities that a global economy offers.
Download the Kantar BrandZ Most Valuable Spanish Brands 2024 report
Download the Kantar BrandZ Most Valuable Spanish Brands 2024 infographic
With war and inflation having an impact on both consumer income and business operating conditions, the Kantar BrandZ Top 30 Most Valuable Spanish Brands 2023 have seen an overall decline of 9% to a total value of $89.1bn.
Zara has retained its number one place as the most valuable Spanish brand for the fifth consecutive year ($18.9bn), and accounts for 21% of the entire Top 30 ranking. Telecom Provider, Movistar, is the second most valuable brand, with a brand value of $16.2bn. Mango (No.16; $1.16bn) is the fastest-riser in the 2023 Spanish brand ranking, having increased its value by 33%.
The sole new entrant is Cabify (No.28; $317m) which has made an impact on the ridesharing world by creating an innovative service and collaborating with partner apps to constantly improve its experience.
Read more on the strategies brands can take to progress in the future in the new report, which delves deeper into the growing influence of sustainability and social responsibility.
The Kantar BrandZ Top 30 Most Valuable Spanish Brands have not only managed to keep their heads above water during the trials of the past year, but together, they have grown by 11%, with the total value of the ranking now worth $97.8 billion.
Zara is Spain’s Most Valuable Brand for the fourth year running, with a brand value of $23.5 billion, followed by Movistar (No.2, $16.6 billion) and Santander (No.3, $8.4 billion).
Three newcomers from three different categories join the Spanish brand ranking: the insurer Mutua Madrileña (No.27, $499 million), hotel chain Meliá (No.22, $303), and the first unicorn, on-demand courier service, Glovo (No.20, $648 million). These three brands stand out for their performance in key measures that fuel brand equity: Meaning, Difference and Salience.
Leading Spanish brands are well-known and well-liked. They’re household names that people know they can depend on. What they tend to lack, Kantar BrandZ analysis shows, is a focus on innovation and making sure they remain relevant to the consumers. Stability is reassuring for consumers, but innovation promotes differentiation from the competition.
Explore our latest report, with insights on how to get the fundamentals of your brand’s strategy right.
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