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by David Roth


Dynamism combines best of old and new


Confidence returns to drive steady, diverse growth

Spain is not only one of the largest and most influential markets in Western Europe, it’s also one of the most dynamic. It is building on centuries-old strengths, and at the same time is adapting to new and challenging conditions with alacrity.


As green shoots emerge in an increasingly diverse economy, we inaugurate the WPP BrandZ™ Top 30 Most Valuable Spanish Brands ranking.


This ground-breaking study ranks the country’s most successful brands, analyzes their strengths, and identifies the key forces that are driving growth in this market. It is the first edition of an annual review that will track and anticipate the evolving environment for brands in Spain, and will chart the changing fortunes of the country’s most valuable brands.


We are tremendously excited to be bringing the BrandZ™ study to Spain. This is the fifth-largest economy in the European Union, and is home to incredibly strong and enduring local brands; the bank BBVA dates back to 1857, and brewing giant Mahou San Miguel is also over 100 years old. Spain is also the birthplace of brands that have become household names the world over: Zara, Mango, Manolo Blahnik, Santander and Telefónica, to name just a handful.


These brands are not only taking great products and services to the world; they are exporting what Spain itself represents. In this report, we look at the power of “Brand Spain” in the mind of the modern global consumer. This image is evolving as does Spain itself, combining the culture and heritage of the past with a focus on innovation and the ideas of the next generation of brand-builders. Start-up hubs are powering bright people with big ideas to develop the next Cabify or Wallapop.


The Spanish economy is forecast to grow at around 2 percent a year for the next three years; not especially fast, but with consistency and steadiness. Just as importantly, there is a sense here that things are getting better, and that the conditions are right for people to work to make their own future. There is a sense of determination and entrepreneurship now that Spain has not seen for some years.


In 2018, WPP will unveil a very physical sign of our commitment to Spain and our belief in the strength of the opportunity here. A new WPP Campus will open in Madrid, bringing together 2,500 people from around 30 WPP companies, including Ogilvy, JWT, Grey and Kantar. The newly refurbished “Media House” will launch on the site of the former Telefónica headquarters in the Chamberí neighbourhood, providing 70,000 square feet of largely open space that will encourage greater collaboration – or horizontality – between our companies. This co-location of our businesses will foster creativity and efficiency, all to the benefit of our clients in Spain. It is a clear demonstration of our long-term vision for this market.


Whether you’re a Spanish brand or a global name, in this report you’ll find knowledge and insight to help you create and grow brands in Spain – and farther afield – more effectively.


Take Aways provide succinct, action-oriented recommendations for brands based on our expert analysis of the market. We’ve also included summaries of Spain’s Top 30 most valuable brands. Brand experts from WPP companies across Spain share their market wisdom and sharp insights through extensive Thought Leadership and Best Practices essays.

We also feature exclusive interviews with people at the helm of some of Spain’s most successful brands, whose experiences will be valuable to other Spanish brands with regional and global aspirations.


And we present all this with stunning photography and a vibrant design that reflects the spirit of the country itself.


At WPP, the global communications services leader, our companies have been engaged in Spain for over 87 years. Today, 3,000 people work across WPP companies in four Spanish cities, providing advertising, marketing, insight, media, digital, shopper marketing and PR expertise. It’s part of our global presence in 112 countries. By linking all this talent, creativity, wisdom, and horizontality, we amplify global trends and insights that help our clients in useful and unique ways.


We invite you to access our unrivalled BrandZ™ resource library. Along with the new BrandZ™ Top 30 Most Valuable Spanish Brands report, the library includes these annual studies: BrandZ™ Top 100 Most Valuable Global Brands, BrandZ™ Top 100 Most Valuable Chinese Brands, and BrandZ™ Top 50 Most Valuable Latin American Brands. To download these and other reports, here:  www.BrandZ.com/mobile.


The backbone of all this intelligence remains the WPP proprietary BrandZ™, the world’s largest, consumer-focused source of brand equity knowledge and insight, and WPP’s proprietary BrandZ™ brand valuation methodology. First we analyze relevant corporate financial data and strip away everything that doesn’t pertain to the branded business. Then we take a critical step that makes BrandZ™ unique and definitive among brand valuation methodologies. We conduct ongoing, in-depth quantitative consumer research with more than 170,000 consumers annually, across more than 50 countries, to assess consumer attitudes about, and relationships with, over 100,000 brands.


Our database includes information from over two million consumers. It reveals the power of the brand in the mind of the consumer that creates predisposition to buy and, most importantly, validates a positive correlation with better sales performance.


At WPP, we’re passionate about using our creativity to create and build strong, differentiated brands that deliver lasting shareholder value. To learn more about how to apply our experience and expertise to benefit your brand, please contact any of the WPP companies that contributed expertise to this report.



Sincerely, David Roth

WPP DRoth@wpp.com

Twitter: davidrothlondon

Blog: www.davidroth.com


Brand Selection Criteria


Our proprietary BrandZ™ brand valuation methodology makes the Top 30 Most Valuable Spanish Brands the definitive study of brands in Spain. The uniquely consumer-facing BrandZ™ methodology combines extensive and on-going consumer research with rigorous financial analysis. (See methodology.)


We gathered brand perceptions from consumers across the Spanish market, in both urban and rural areas, and asked about brands with all kinds of ownership structures: individual private brands, and family-owned conglomerates, MNCs (Multinational Corporations), and SOEs (State Owned Enterprises). We selected brands that met these three qualifying criteria: The brands ranked in the BrandZ™ Top 30 Most Valuable Spanish Brands 2017 report meet all of these eligibility criteria: the brand was originally created by a Spanish enterprise; and the brand is owned by a publicly traded enterprise, or its financials are published in the public domain. This approach produced a carefully conceived ranking of brands in consumer-facing categories, including cars, energy providers, apparel, banks and entertainment. The ranking does not include any business-to-business brands, regardless of value; they are outside the scope of this report.


To learn more about the BrandZ™ valuation methodology, please contact:

Elspeth Cheung, Global BrandZ™ Valuation Director, Kantar Millward Brown Elspeth.Cheung@kantarmillardbrown.com.