The admission of abertis, one of the world leaders in infrastructure management, marks a new milestone for the Leading Brands of Spain Forum (FMRE) in just 11 years of history. With the admission of the company led by Salvador Alemany, there are now 100 Spanish companies forming part of this project, all proprietors of leading brands in their respective sectors. Together with abertis, in their recent meeting on 11 November, the Board of Directors of the Leading Brands of Spain Association (AMRE) also approved the admission of the Miquel y Costas consortium (owners of the Smoking brand), Estrella Galicia and EADA business school. In the words of Miguel Otero, managing director of AMRE, “the admission of these four companies is a really positive asset for our project, giving us a boost that will help us go on growing and working to internationalise Spanish brands and promote the image of Spain abroad. The fact that, in a crisis like the current situation, in which companies are making all sorts of cutbacks, our institution is gaining more and more members is a real fillip, and once again confirms that we are moving in the right direction. The Leading Brands of Spain Forum is a strategic project for this country, as it combines the individual interests of major Spanish companies with the general interests of the country as a whole. Today more than ever internationalising with a brand name is synonymous with survival and competitiveness. Our member companies are a prime example, and that is why they are ambassadors for the Spain image abroad, pulling the fabric of Spanish business in their wake as they go about their internationalisation process. AMRE is part of the Leading Brands of Spain Forum, a body made up of the Association itself, the Ministry of Industry, Tourism and Commerce, the Spanish Institute for Foreign Trade (ICEX), the Ministry for Foreign Affairs and Cooperation, and the Spanish Patent and Trademark Office (OEPM). Its purpose is to foster the strategic importance of Spanish brands on all levels, particularly leading and well-known brands, for the development of competitiveness and the internationalisation of Spanish businesses. It does so by conducting activities to protect and promote the brands, and by increasing awareness among the public in general, and public institutions in particular, of the importance of these strategic assets to the internationalisation of Spanish companies. In short, it promotes the Spain Brand overseas through leading Spanish brands and with the support of the state authorities.