License Global
April 3, 2019
This is the second edition of BrandZ’s Spain report, in which retailer Zara has maintained the top spot. Movistar came in at No. 2, Santander ranked at No. 3, BBVA came in at No. 4 and Iberdrola took the No. 5 spot.
The two key drivers of growth for the most valuable Spanish brands are having a differentiated offering and being perceived among consumers as a “kind” brand.
Brands that are different are nearly five times more valuable than those that are not, according to the report. Since 2017, brands that are perceived as being kind have grown by 5 percent.
The Top 30 experienced a relatively modest growth (1 percent), however, some brands experienced significant growth, such as CaixaBank, which was the year’s fastest riser with an increase of 36 percent.
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