The Leading Brands of Spain Forum, along with the Asociación de Empresarios de Publicidad de Sevilla (Association of Advertising Professionals in Seville), the ESIC Business and Marketing School and the Asociación para el Progreso de la Dirección (Association for the Management Development) organised the “How to build leading brands” symposium that was held in the Central NH Hotel in Seville and was attended by several Forum companies. The Forum was represented by its General Manager, Miguel Otero, who gave a presentation entitled "The internationalisation of Spanish Brands", which served as a basis to introduce the Forum’s mission and objectives and the Spanish Ambassador Brands’ contribution to improving the nation brand and the international expansion of other Spanish companies. Several of the Forum’s member companies also attended the symposium. Luis Gómez, Director of Brand Management and Marketing in Iberdrola, gave a speech on the global value of brands and Luis Olivencia, a partner of Cuatrecasas, spoke about the legal protection of brands. Representatives from González Byass, Cosentino, El Caballo (Grupo Lladró) and Aceites del Sur took part in a round-table discussion entitled “Where to invest to strengthen brands” that brought the symposium to an end. Several advertising associations and brand consultancies also gave their opinions on the management of this intangible asset.