For another year, the Leading Brands of Spain Forum collaborated with the Spanish Institute for Foreign Trade (ICEX) in the organisation of the Exporta exhibition, held in Zaragoza on 17 and 18 June, with a round table discussion titled Brand strategy, key during the crisis, which featured the participation of representatives from Neck & Neck, Barbadillo and Interbrand, and which was moderated by the Promotion Managing Director of ICEX, Jaime Montalvo. In addition to Montalvo, speaking at the debate before a large audience were the Expansion Director of Neck & Neck, María Zamácola; the Managing Director of Bodegas Pirineos, Álvaro Astillero, the New Business Director of the Interbrand consultancy, Alfredo Fraile; and the General Manager of the Leading Brands of Spain Forum, Miguel Otero. Together they analysed the difficult present situation and showed the audience how they used their branding policy to overcome the crisis to the best of their ability, and they stressed the importance of creating a strong brand in order to overcome the problems caused by declining consumption. This edition of Exporta, the Spanish export promotion exhibition organised by ICEX was held in Zaragoza on 17 and 18 June under the theme of Broadening our export base: New companies, new sectors, new markets.

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