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The Minister of Industry, Tourism and Commerce chairs the 10th anniversary of the Leading Brands of Spain Forum.
The Minister of Industry, Tourism and Commerce, Miguel Sebastián, presided over the 10th Anniversary of the Leading Brands of Spain Forum commemorative event where he emphasised the government’s commitment, through its relevant bodies, to the leading Spanish brands and the part they have to play in conveying an image of Spain’s quality and prestige overseas. The minister also announced his ministry’s support for the project to enhance the competitiveness of Spanish brands and for the Leading Brands of the EU Meeting, which the Leading Brands of Spain Forum will organise next year in Barcelona with the support of La Caixa and IESE and coinciding with the Spanish Presidency of the EU.
Meeting of the Ambassador Brand and Image of Spain Committee
On 26 November, the headquarters of the Spanish Professional Football League was the scene of a meeting of the Ambassador Brand and Image of Spain committee, the organisation founded to develop the Ambassador Brand Plan presented by the Leading Brands of Spain Association in 2008. This committee is chaired by Antonio Abril, Deputy Chairman of the Leading Brands of Spain Forum and Member and Secretary of the Board of Directors of Inditex, with the deputy chairmanship held by Jaime Montalvo, Managing Director for Promotion at the Spanish Institute for Foreign Trade. It comprises company representatives, relevant government bodies and experts in the fields of brands and international promotion.
Legal protection for brands in the EU
On 6 November at the Interbrand head offices, the Leading Brands of Spain Association (AMRE) organised a round table on “European brands and the EU, legal protection and combating piracy”. The event was supported by the Secretary of State for the EU and sponsored by Garrigues and Interbrand. The debate was moderated by Soledad Rodríguez, Managing Director of the Brand Defense Association (ANDEMA).
Co-marketing, collaboration between brands to tackle the crisis
The Leading Brands of Spain Association (AMRE) in conjunction with its partner the ESIC Business & Marketing School and the consultancy firm BBDO, has launched a cycle of lectures on senior management. These lectures are focused on strategic issues for companies related to brands, marketing, branding and communication in order to allow companies to explore and improve their management.
AMRE assists in the gala of the Spanish Chamber of Commerce in Australia
On 6 November, The Leading Brands of Spain Association (AMRE) took part in the annual gala of the Spanish Chamber of Commerce in Australia, held at the Museum of Contemporary Art, Sydney. During the event a video was screened titled ‘The Spanish ambassador brands in Australia', showing images of the major Spanish brands with a presence in the Australian market. The presentation demonstrated the prestige and excellence of Spanish products and services that clearly help to generate a positive image of Spain’s economy in the eyes of the Australian public. Over 250 people attended the event, including prominent figures from business and civil society in Australia.
A policy of competitiveness for European brands
On 22 October at the Garrigues head offices in Madrid, the Leading Brands of Spain Forum (FMRE) and the financial newspaper Expansion held a debate on whether to pursue a policy of competitiveness for European brands in the first half of 2010 to coincide with the Spanish Presidency of the EU. The meeting was organised with the support of the Secretary of State of the EU and attended by Antonio Garrigues and by the Secretary of State Diego López Garrido.
Josep Piqué is honoured for his work in promoting the Brands Forum
On 11 November, the Leading Brands of Spain Association (AMRE) held a luncheon in honour of Josep Piqué, former Minister of Industry and Foreign Affairs, now Chairman of Vueling, in order to acknowledge his work at the ministry in promoting the creation of the Leading Brands of Spain Forum (FMRE). During his time at the ministry, more specifically in 1999, Mr Piqué signed the agreement between the Ministry of Industry and the 17 founding companies of the association. Thus a strategic collaboration agreement was initiated between the government and Spanish leading brand companies in order to promote internationalisation, the brand as a key strategic asset, the competitiveness of the Spanish economy and the image of Spain abroad.
AMRE helps to set up the first Spanish Brand Customer Loyalty Engagement Index
The Leading Brands of Spain Association (AMRE) assisted in the organisation of the first “Brand Customer Loyalty Engagement Index”, which was presented in Madrid on 3 November. This index was designed by Dr Robert Passikoff (President of the US consultancy firm Brand Keys) and is published every year in the US. The index deeply analyses the positioning of each brand, looks at customer purchase motivations within each product category and compares the different brands within those categories. The ultimate goal is to increase empathy with existing customers and to attract new ones, thus improving the competitive capacity of brands.
Companies propose internationalisation as a solution to the crisis at the summit organised by AMRE
The Leading Brands of Spain Association (AMRE) was one of the co-organisers of the First Summit on Internationalisation held on 20 October at the head offices of Mutua Madrileña in Madrid. During the summit, internationalisation was proposed as a vehicle to promote competitiveness in the Spanish economy in order to help companies to overcome the crisis.
The Forum’s Research Award goes to a study on the influence of music on brand perception
On 18 September, Miguel Otero, the Managing Director of the Leading Brands of Spain Forum (FMRE) presented diplomas to the research teams named as the winners of the 5th Leading Brands of Spain Forum Awards for Brands: international management and standing.
The Leading Brands of Spain Forum takes part in the CISMEF fair in Guangzhou
The Leading Brands of Spain Forum participated with a stand, together with other Spanish companies and institutions, in the 2009 CISMEF fair, which was held in Guangzhou between 22 and 25 September with Spain as a special guest country. Over these days, the Forum promoted the recognition of Spanish brands and the image of our country in China.
Gómez Acebo & Pombo join the Leading Brands of Spain Association
The Leading Brands of Spain Association’s Board of Directors met in Madrid on 16 September and approved the admission of Gómez Acebo & Pombo Abogados into the Association, bringing the total number of members to 97.
Accreditation Ceremony for the III Edition of the Spain Brand Honorary Ambassadors
Their Royal Highnesses the Prince and Princess of Asturias presided over the Accreditation ceremony for the third year of Spain Brand Honorary Ambassadors, a recognition the Leading Brands of Spain Forum (FMRE) gives to individuals or institutions whose work contributes to creating a positive image of Spain abroad, which was held at the Repsol Technology Centre in Móstoles (Madrid) on 25 June.
The Leading Brands of Spain Forum organises a round table discussion on brands and crisis at Exporta 2009
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. 
José Luis Bonet takes part in the conference on cities and global events
The Chairman of the Leading Brands of Spain Forum, José Luis Bonet, took part in the conference titled “Cities and Global Events”, organised by Unidad Editorial and held in Madrid on 23 June. The event brought together representatives of different Spanish cities and the Italian city of Milan with journalists, experts and representatives of brands including the chairmen of our members Atlético de Madrid, Enrique Cerezo; Garrigues, Antonio Garrigues; and USP Hospitales, Gabriel Masfurroll.
AMRE collaborators in the USA visit the ship Juan Sebastian Elcano
The collaborators of the Leading Brands of Spain Association (AMRE) in the United States, Antonio Renilla and Pilar Camacho, visited the Spanish Navy training ship, Juan Sebastian Elcano – appointed Spain Brand Honorary Ambassador – during its recent visit to the port of Galveston (Texas).
Antonio Abril takes part in the “Global Brand Vision for New Times” conference
The Vice-Chairman of the Leading Brands of Spain Association (AMRE), Antonio Abril, took part on 27 April in the conference “Global Brand Vision for New Times” jointly organised by Interbrand and AMRE, in the head office conference centre of our partner Uría Menéndez in Madrid. The main attraction at the conference was the presence of the Chief Executive Officer of the Interbrand Group, Jez Frampton.
AMRE took part in the “Hoy es Marketing” (Today is Marketing) seminar held in Madrid.
AMRE played an active role in the “Today is Marketing” seminar, held at the IFEMA Exhibition Centre in Madrid on 28 April. Speaking at the event, which was organised by our partner ESIC, was the Vice-Chairman of the Forum and the CEO-General Councel of Inditex, Antonio Abril, along with a large number of representatives from brands belonging to AMRE.
Barbadillo marks entry to the Leading Brands of Spain Forum
Bodegas Barbadillo, a member of the Leading Brands of Spain Association (AMRE) since last autumn, held an event on 2 April to publicly mark its entry into the Association where the Director of Institutional Relations of the Association, Eva Barrionuevo, presented Barbadillo Managing Director, Manuel Valdecantos, with a commemorative diploma.
Miguel Otero takes part in the 5th Wine Marketing Forum
General Manager of the Leading Brands of Spain Forum Miguel Otero took part in the opening day of the 5th Wine Marketing Forum, held in Logroño on 26 March. His presentation, titled “Market value, brand value”, highlighted the importance of the brand as a strategic asset for a company.
“Brand value is going to be a clear stabilising factor for a company's value through gaining customer loyalty,” Mr Otero stated in his speech.
AMRE members meet the King in a royal audience after the General Meeting
Fifty representatives of companies belonging to the Leading Brands of Spain Association were received by His Majesty the King of Spain on 23 March in a private audience at the Zarzuela Palace that took place after the Ordinary General Meeting was held in Madrid, in which the accounts and programme for 2009 were approved.
Spanish Ambassador Brands Dinner in New York
The Leading Brands of Spain Association (AMRE) held the Spanish Ambassador Brands in the United States Dinner in New York's Grand Hyatt Hotel on 16 March. The event was part of the presentation of the Made in/by Spain Plan in the United States with the honourable presence of Their Royal Highnesses the Prince and Princess of Asturias and the Minister for Industry, Tourism and Trade Miguel Sebastián.
Tous and ESIC join the Leading Brands of Spain Association
The Board of Directors of the Leading Brands of Spain Association meeting on 11 March in Madrid approved the admission of the Tous and ESIC companies into the Association, bringing the total number of members to 96.
The Leading Brands of Spain Forum celebrates its tenth anniversary in 2009
In 2009, the Leading Brands of Spain Forum will celebrate its tenth anniversary by promoting the image of Spain and its brands abroad.
Five new companies join the Leading Brands Association
The Leading Brand of Spain Association’s Board of Directors met in Madrid at the start of December and approved the admission of five new members: Andreu World, Caramelo, Festina Lotus, Fermax and Talgo.
The Forum's participation in the International Marketing Day at Jaume I University
On 27 November, Rubén Marcos (Director of Research of the Leading Brands of Spain) took part in the International Marketing Day organised by the Jaume I University of Castellón. The International Marketing Day was held in the city’s port authority headquarters, during which Mr Marcos made a presentation entitled, The power of the brand in the current climate: the importance of brand policy and the need for internationalisation.
'How to build leading brands' symposium
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 participates in the Conference on Brands and Products, organised by El Nuevo Lunes and Altadis
Representatives from the Leading Brands of Spain Forum and several of its members participated in the conference “Brands and Products: Their commercial and institutional value” that was jointly organised by El Nuevo Lunes and Altadis in Madrid on 12 November.
The Forum organises the 4th Foreign Correspondents Meeting
On 30 November, the fourth Foreign Correspondents Meeting was held in the Madrid headquarters of the IE Business School. It was organised by the Leading Brands of Spain Forum, the IE Business School, the news agency Vnews, the Círculo de Corresponsales (Correspondents Circle) and the Asociación de Corresponsales de Prensa Extranjera (Association of Foreign Press Correspondents, ACPE).
The ceremony of the Forum’s Branding Research Awards
The General Manager of the Leading Brands of Spain Forum, Miguel Otero, attended the AEMARK association’s Spanish Marketing Academic Conference , held in Las Palmas on 19 September. In the act he presented the diplomas to the winners of the fourth edition of the Branding Research Awards. These awards are jointly run by the Forum and the Spanish Patent and Trademark Office (SPTO).
The Leading Brands of Spain Forum asks the Spanish Ambassadors to collaborate in promoting the nation brand
The Leading Brands of Spain Forum – an institution made up of the leading brands in Spain with an international presence and public agencies with an interest in international trade and the nation brand – today asked Spanish Ambassadors to collaborate strategically in promoting the international image of Spain.
The Leading Brands of Spain Forum is presented in Aragon
On 8 July, the Leading Brands of Spain Forum was presented to the Autonomous Community of Aragon – an event that has already taken place in some other Autonomous Communities. In the region of 300 Aragonese businessmen and women attended the act that took place in Zaragoza and was organised jointly by the Aragonese Development Agency, the Ministry of Industry, Tourism and Trade and Spanish Institute for Foreign Trade.
The Leading Brands of Spain Forum took part in the University of Extremadura’s summer e-Branding course
Last Wednesday 16 July, Rubén Marcos, Director of Research of the Leading Brands of Spain Forum, participated in the summer e-Branding course organised by the University of Extremadura and held in Badajoz. He presented a paper entitled Nation Brands: Communicating and Reaping Returns on our Identity. The presentation contemplated nation brand building and emphasised the role of the big Spanish brands as ambassadors of Spain’s image abroad.
The Leading Brands of Spain Forum collaborates with the Complutense University of Madrid to organise a summer course on nation branding
The Leading Brands of Spain Forum, together with the Complutense University of Madrid, the Spanish Institute for Foreign Trade (ICEX), INTERES, and the Spanish Exporters and Investors Club, organised the summer course entitled Nation Branding, a Key Element for Corporate Globalisation, which took place in San Lorenzo del Escorial (Madrid) between 9 and 11 July.
Miguel Otero participates in the international seminar on nation branding in Santiago, Chile
On 4 July, Miguel Otero, the General Manager of the Leading Brands of Spain Forum, together with nation branding experts from around the world, participated in the international seminar Construction and Projection of Nation Branding, a Case Study Comparison. The seminar was held in Santiago (Chile) and opened by the President of the Republic of Chile, Michelle Bachelet.
Miguel Otero presents the Leading Brands of Spain Forum at the Place Branding Conference in Lisbon
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.
The Forum Participates in IMEX08
The Leading Brands of Spain Forum actively participated in the sixth edition of the IMEX trade fair, organised by the company Impulso Exterior (publisher of the Moneda Única magazine), and held at the IFEMA Exhibition Centre (Madrid) on 11 and 12 June.
The Forum organised a seminar on brands and innovation at Exporta 2008
The Leading Brands of Spain Forum took park in the recent Exporta 2008 conference with a seminar entitled Brands and Innovation Processes in Global Markets, focusing on the contribution of Spanish brands to innovation. The conference was organised by the Spanish Foreign Trade Institute (ICEX) and PromoMadrid and held on 4 June.
The leading brands of Spain offer to work with Minister Miguel Sebastián on a Plan to improve Spain’s image abroad
The Leading Brands of Spain Forum presented its Ambassador Brand and Spain’s Image Plan today at the Santander Financial City. The objective of the plan is to help improve Spain’s competitiveness by leveraging the international leadership of Spanish brands, thus improving global perceptions of the country’s commercial image or ‘Made by Spain’.
Clubs, companies and experts analyse the role of sport in place branding
The Leading Brands of Spain Forum was one of the organisers of the “Role of sport in place branding” conference, which was held in Madrid on May 13th. Place branding experts, businesspeople and sports clubs alike stressed the importance of successful athletes and sports entities in enhancing their respective countries’ images abroad.
Successful conference on 'Why Spanish brands need the Chinese market'
On April 29th, the Leading Brands of Spain Forum organised the “Why Spanish brands need the Chinese market” conference in conjunction with the EOI – Industrial Organization School. This was a continuation of the presentation given by the leading brands of Spain in Beijing and Shanghai last January.
FMRE joins forces with Madrid City Council in a Seminar on the Strategic International Positioning of Madrid
The Leading Brands of Spain Forum, "Madrid Global" - the office of strategy and international action of Madrid- and the IE Business School organised the First Seminar on the Strategic International Positioning of Madrid. The title “Madrid, an international benchmark for urban services and infrastructures” served as a starting point for a debate on the city’s capacity to achieve international leadership in the management of urban infrastructures and services.
The Atlético de Madrid Club gathered to celebrate its entry in the Leading Brands of Spain Forum
It is a one-hundred-year-old, valued and well-known brand in Spain and abroad. The Atlético de Madrid Club has been carving out a well-deserved stature throughout its history and for many years this stamp of quality has been recognised by many institutions and organisations. Last December, the institution reaped the rewards of their work when the Leading Brands of Spain Forum unanimously approved that Atlético de Madrid Club join this important institution.
The conferences on the Leading Brands in Spain were met with a favourable reception in Beijing and Shanghai
The conferences on the Spanish Ambassador Brands in China, held in Beijing and Shanghai, on the 22nd and 24th January, were a resounding success. Several media companies and Chinese business leaders attended the conferences to gain first-hand knowledge of the experiences of the main Spanish brands in China. The conferences were held in the Instituto Cervantes in Beijing and in the Spanish Embassy Office for Economic Commercial Affairs in Shanghai.
The Forum multimedia presentation on the Leading Brands of Spain in China
The Forum took the opportunity of the Beijing and Shanghai conferences on the Spanish Ambassador Brands in China to show a multimedia presentation on the Leading Spanish Brands in China, which had been especially prepared for the occasion. This presentation was excellent promotion for leading Spanish brands already operating in China and was also a way for the Chinese market to learn about the strength of the Spanish brands and the quality of their products and services.
FMRE is Presented in Andalusia
In January, the Leading Brands of Spain Forum (FMRE) was presented officially in the Autonomous Region of Andalusia.
Presentation of the Spanish Ambassador Brand Plan
On 21st March took place the official presentation of the Spanish Ambassador Brand Plan to the Spanish Trade Administration, a project run by the Leading Brands of Spain Forum in collaboration with the Spanish Exporters and Investors Club. The event, attended by the Minister for Industry, Tourism and Trade, Joan Clos, was held in the new headquarters of the Spanish Academy of Arts and Cinematographic Sciences, and included the presentation of a DVD outlining the Spanish Ambassador Brand Plan.
Brand Strategies for the Internationalisation of the Services Sector
In recent years, and in line with what has happened in other countries around us, in Spain there has been a tertiarisation in the production pattern. Today Spain is a country with a significant services sector and, for this reason, the majority of Spanish overseas trade and exports take place in this sector. Consequently, the Spanish Institute for Foreign Trade (ICEX) dedicated Exporta 2007 (the “Congress for the Business Internationalisation”), held in Seville on 13th and 14th June, to the “Internationalisation Strategies and Opportunities in the Service Sector”.
The 'Japan and Spain: reciprocal looks' event in Aichi
The Leading Brands of Spain Forum held a presentation of the Leading Brands of Spain to coincide with the World Exposition Aichi 2005, and in particular with the Spanish week in the last week of July.
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EVENTS
AMRE analyses the impact of the Spanish football team’s victory on the Spain Brand
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.
The Forum is to name the ‘Friends of the Spain Brand in China’ on 1 September
José Luis Bonet proposes the creation of a Leading Brands of Europe Forum
AMRE presents the showroom / store with Spanish brands for the Shanghai Expo
MORE ABOUT BRANDS
Four brands in the forum, among the 100 most valuable in the world
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.
The Leading Brands of Spain Forum works together with The Harvard Faculty Club’s programme for Spanish and American executives
Antonio Abril strives to strengthen the Made by Spain effect
CC.OO. (Trade Union) condemns the inferior working conditions of own brand workers
PUBLICATIONS
10th Anniversary Report of the Leading Brands of Spain Forum
The Report of the Leading Brands of Spain Forum’s 10th Anniversary was presented and given out to attendees of the Forum’s 10th Anniversary commemoration event held on 15 December in the conference hall of the Ministry of Industry, Tourism and Commerce. The report lists the activities carried out by the Forum over the last ten years, as well as the main milestones the institution has reached since 1999. Accordingly, the information on these activities is organised into the following chapters, depending on the profile of each project: Ambassador Brands and Image of Spain; Research and Publications; Training and Circulation; and Institutional Co-operation and Communication.
June 2009 Bulletin
The Forum presents the Spanish Ambassador Brands video in the United States
The Forum launches the electronic version of the Leading Brands of Spain book
ON THE MEDIA
Gabriel Masfurroll writes a column for Expansión on Made in/by Spain
The President of USP Hospitals and member of the Leading Brands of Spain Association’s Board of Directors, Gabriel Masfurroll, wrote an opinion column for the newspaper Expansión. The article published on 15 August, entitled ‘Made in/by Spain’ encourages Spanish business leaders not to try and conceal the origin of their products and to exploit the potential of the brands to ensure that Spain’s image abroad is set at a level in line with the reality of the country.
Expansión dedicates an article to the Spain Brand Honorary Ambassador accreditation ceremony
Expansión publishes a debate to commemorate the 2009 Spain Brand Honorary Ambassador accreditation
El País publishes a special supplement on brands
SPAIN BRAND
The Government launches Spain’s new image abroad
The Spanish Tourism Institute has presented its new campaign to promote Spain abroad, highlighting the need to promote the country’s image in order to attract international tourism. The Spanish Secretary of State for Tourism, Joan Mesquida, revealed the main lines of the new campaign, which will run under the slogan ‘I need Spain’.
The Prince and Princess of Asturias and the Spanish Ministry of Industry, Tourism and Trade present the Made in/by Spain Plan for the US
Enric Puig, posthumously appointed Honorary Ambassador of the Spain Brand
The Royal Elcano Institute publishes a report on the image of Spain in the US
PUBLIC SUPPORT
Leche Pascual, Mapfre and BBVA, winners in the Prince Felipe Awards
In an act that took place at the Municipal Conference Centre in Madrid on 19 June, chaired by T. R. H. the Prince and Princess of Asturias, Leche Pascual, Mapfre and BBVA, companies belonging to the Leading Brands of Spain Association, were awarded Prince Felipe Awards for Business Excellence in the respective categories of Renewable Energies and Energy Efficiency, Internationalisation and Leading Brand.
Presentation of the New Support Plan for Spanish Brands
The SOS Group and Barceló Win the Prince Felipe Award for Business Excellence
FINBRAND, COFIDES’ new funding line for the internationalisation of Spanish brands
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