As a result of the Spanish national football team’s recent victory in the South Africa World Cup, the Leading Brands of Spain Association has analysed the impact of this success on Spain’s image abroad. This project was led by AMRE’s Managing Director and covered by various media. On Saturday 17 July, the business daily Expansión published an opinion article by Miguel Otero entitled ‘The Spain Brand and the Reds: a perspective from China’. This article analysed the repercussion of the world cup victory in the strategic market of China and the need for the government and brands to harness the potential for promoting their image as a result of an event of such importance. He suggested this should be achieved through an image plan that brings together the work of different bodies to promote Spain’s image.

Since the opening of Shanghai Expo 2010 on 1 May, the showroom / store of the Spanish brands in the Spain Pavilion has been received very positively. The Chinese public has responded enthusiastically to the offering of quality and prestige managed by the Leading Brands of Spain Association (AMRE), in which a total of 15 leading brands are participating. These consist of: Mango, Tous, Torres, Natura Bissé, Lladró, Carrera y Carrera, Pikolinos, Panama Jack, Scalextric, Barbadillo, Freixenet, El Caballo, Pastas Gallo, Carbonell and La Española.

As part of the Shanghai Expo 2010, on 1 September, the Leading Brands of Spain Forum will organise the Day of the Leading Brands of Spain in China. This event aims to promote the Spanish business community through the participation of leading prestigious Spanish brands. The event will be held in the Spain Pavilion and will provisionally be attended by Pau Gasol, as Honorary Ambassador of the Spain Brand. During the day, individuals or institutions that have greatly assisted Spanish brands to penetrate and consolidate in the Chinese market will be named as ´Friends of the Spain Brand in China’, a public recognition for these efforts. These awards will be decided by a panel of judges specially convened for this purpose and will be organised into different categories.

Movistar, Santander, BBVA and Zara are rightly among the 100 most valuable brands in the world, according to the BrandZ ranking issued by the consulting firm Millward Brown. The ranking is led by four technology brands (Google, IBM, Apple and Microsoft), followed closely by Coca-Cola, McDonald's, Marlboro and China Mobile. The 100 most valuable brands in 2009 were valued at 2.04 billion dollars (1.54 billion euros). Google leads the BrandZ ranking for the fourth consecutive year as the world's most valuable brand, worth $114,000 million dollars (86,250 million euros) in 2009, some 14% higher than the previous year.

José Luis Bonet, chairman of the Leading Brands of Spain Forum, defended in the Leading Brands of the EU Meeting, held on 22nd April under the framework of the Spanish Presidency, the creation of a strategic alliance among the leading European brands, a kind of Leading Brands of Europe Forum.  Bonet explained that "Spanish brands share common interests and problems with other European brands, mainly problems regarding competition with brands from other countries such as America and Japan, and, recently, from emerging countries as well.