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.
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This Spanish brand ranking is a celebration of resilience and adaptability in the face of tremendous challenges, with the total value of the ranking growing by 11%, from $88.4 billion dollars in 2020 to $97.8 billion in 2021. Watch a run-down of the Spain’s Top 30 brands, in this countdown video.
2020 created new ways of working, learning, shopping and living, and many of them will become long-term shifts. The fact that so much has changed means people are looking afresh at the brands that they make part of their lives. They see brands as being able to provide comfort and creativity, meaning, reliability and leadership. Brands that invest in showing they have these attributes stand to gain considerably from a world in flux.
The BrandZ Top 30 Most Valuable Spanish Brands ranking reflects the brands that remain strong and valuable in the minds of consumers.
LaLiga has entered this year’s ranking as the highest newcomer at no.12 with a brand value of $1.57bn. There are two other new entries this year: retailer Dia (no.29, $221m) and fashion brand Desigual (no.30, $221m).
With no change to the top three, Zara ($22.0bn) retains the top spot for the third year as Spain’s most valuable brand, followed by Movistar (no.2, $16.7bn) and Santander (no.3, $7.63bn).
The BrandZ Top 30 Most Valuable Spanish Brands ranking and report combines validated financial information with thousands of consumer interviews to determine the value that brands bring to their businesses.
The relatively modest total value growth of 1% since the 2017 BrandZ Spain ranking hides a larger story behind the 2019 ranking. From BrandZ research we can see that the two key drivers for growth were perceptions of the brand’s kindness and relative difference to the other offerings within the category.