The value of Spain’s top 30 brands grew by 27% in the last year and are now worth a combined US$147bn, according to the 2026 Kantar BrandZ Most Valuable Spanish Brands Report launched today by Kantar, the world’s leading data, analytics and AI business. The increase in the value of Spanish brands is greater than other markets in Europe, reflecting the power of Spanish brands to drive business success locally and globally.
Kantar BrandZ Top 10 Most Valuable Spanish Brands 2026
Financial Services brands continue to be a cornerstone of the BrandZ Top 30, with nine brands contributing one third of the ranking’s total value.
BBVA, No.2 in the ranking, has grown its brand value by 61% to $18.3 billion. This trusted and iconic bank, with roots that go back to 1857, is perceived by consumers as being innovative and progressive. This is a powerful combination of old and new that places BBVA as one of the most differentiated and meaningful brands in the ranking and the brand consumers believe is most likely to ‘gain importance in the future’.
Santander has risen 80% in brand value, placing it at No.3 in the ranking with a brand value of $16.6bn. The bank’s commitment to financial education, wellbeing and inclusion are among the initiatives supporting its strong performance. The bank’s growing global footprint and strong brand equity suggest it is well positioned for growth.
CaixaBank, at No.7, has facilitated the 94% growth in brand value to $6.7bn. One of the fastest value growth rises in the ranking, CaixaBank is now Spain’s largest lender by market share, with a large and growing customer base.
Spanish Apparel brands continue to shape the global fashion landscape
Six apparel brands grew their collective value by 11% and account for 35% of overall brand value, reflecting Spain’s continued influence on the global fashion landscape, from trendsetting fast fashion retailers to emerging luxury leaders.
Zara remains the undisputed leader in global fast fashion and retains its position as the top brand in the ranking since the ranking launched in 2017, with brand value up 12% to US$38bn. Its command of scale, fashion authority and consistent delivery on consumer expectations drive its standout performance in terms of both Pricing and Difference.
Mango’s 15% growth in brand value to $2.1bn makes it the second fastest growing brand in the Apparel category and the only brand that sits outside of the Inditex Group. Mango’s success is driven by its unwavering commitment to contemporary design that keeps the brand culturally relevant and closely aligned with consumers’ evolving fashion expectations.
Loewe, ABANCA and Cupra enter the ranking for the first time
Newcomer Loewe is Spain’s sole luxury brand in the ranking (No.20; US$1.1bn). Renowned for its distinctive design, contemporary relevance and culturally resonant campaigns, the luxury house has built a coherent, high impact strategy that is accelerating its global momentum. Loewe’s creative excellence was recognised with the inaugural Luxury & Lifestyle Grand Prix at the 2024 Cannes Lions International Festival. Its strong equity underpins the brand’s luxury price point and reinforces its future growth potential within the global luxury category.
New to the ranking, ABANCA (No.24; US$830m) is already widely recognised for a brand of its size and is viewed by consumers as a disruptive player.
In Automotive, Cupra’s unique positioning, bold design language and disruptive attitude is resonating with consumers as they transition to electric vehicles. This momentum places it among Europe’s fastest rising automotive brands. Cupra enters the BrandZ Spanish ranking at No.27 with a brand value of US$604m.
In a world where technology and lifestyle trends have a rapid influence on how people search, choose and buy, the one thing that still sets businesses apart is their brand. Spain’s biggest companies have increased their focus and investment in brand over the last five years, but they should not stop here. By being more meaningful to consumers and differentiating the brand from global and local competitors, Spanish brands can command stronger pricing power, improve their resilience in the face of global turbulence and grow both the brand and business that owns them both at home and internationally.
Brands in this ranking, like automotive marque Cupra, provide a blueprint for global growth that other Spanish brands can learn from. Brands must keep a constant pulse on consumers and markets and review their brand health on the most important measures of brand growth - Meaningful Difference - to ensure sustainable growth.
Global shift toward no and low alcohol choices impacts alcohol brands
While enjoying a cold beer on a hot day remains part of everyday life in Spain, global consumer behaviour is shifting. Increasingly, people are opting for healthier no or low alcohol (NoLo) alternatives, and this change is reshaping the category. Only two alcohol brands feature in the ranking this year, and this is a reflection of changing consumption habits. As alcohol brands adapt to these shifts, it remains critical for business leaders to monitor brand health closely and evolve campaigns and experiences to remain relevant, delivering fun, personalised and engaging moments that connect with changing consumer expectations.
Brands to watch
Outside the ranking, Melia, the global hotel brand, stands out as a ‘Local Jewel’ and is one to watch this year. Melia has built strong brand equity by being both Meaningful and Different, the core measures of brand strength. Known by travellers for its wide range of hotels offering high quality facilities, the brand is seen as leading the way in its category. Its strong consumer connections have also earned Melia exceptional trust scores.
The 2026 Kantar BrandZ Top 30 Most Valuable Spanish Brands ranking, full report and in-depth analysis are now available at: www.kantar.com/campaigns/brandz/spain.
For category-level competitive insights, Kantar’s free Brand Snapshot tool, powered by BrandZ, offers at-a-glance intelligence on 15,000 brands worldwide. Explore it here.
