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closeCan Spain use the strength of the brands owned by its successfully internationalized companies to build up and improve its own country brand at an especially difficult time of crisis? What are the levers that must be used to achieve this, with which industries and under what premises must the foundations for a project named ‘Spain’ be laid?
Spain has brands that identify its activity and point to the high value of its products and services, with an important recognition worldwide since the transition to democracy – as in the case of the Monarchy –, or a strong tourist brand, which it continues to build, and which many consider to be the meaning behind the ‘Spain’ brand itself.
Document prepared by Corporate Excellence – Centre for Reputation Leadership with reference to, among other sources, the interventions of Miguel Otero (Managing Director of the Renowned Spanish Brands Forum) and Juan Pablo Merino (Director of Corporate Marketing and Brand at FCC and Professor at the ESIC Business & Marketing School) during the conference “How to build a country brand” organized by ESIC Business School in Madrid in October 2011.
