The Leading Brands of Spain Forum was invited to participate in the Place Branding conference, held in Lisbon on 17 June. Other attendees included several branding academics and experts. The conference was organised by the Brandia Central professional services company. Miguel Otero attended on behalf of the Forum and, among other things, spoke of the organisation’s objectives and how it facilitates collaboration between public entities and private enterprises. In his presentation entitled The Leading Brands of Spain Forum: Joining Forces to Promote Spain’s Image Abroad, Mr Otero also highlighted the role of big brands as an asset for the Spanish economy and discussed how leading brands help develop the Spain brand.