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NEWS ARCHIVES
La Vanguardia publishes a report on Made in Spain
La Vanguardia published a two-page report last Sunday 12 April under the heading “Made in Spain. El país de Zara busca su hueco en el mundo” (Made in Spain. Zara’s country is seeking its place in the world). This report looks at the current contribution of the attribute Made in Spain to Spanish companies and services, and includes statements made by the Managing Director of FMRE, Miguel Otero, together with other experts concerning the Spain Brand.
Iberia Universal features a supplement devoted to Made in/by Spain to mark the occasion of the Spanish Brands Dinner in the US
Universal, Iberia’s in-flight magazine, also wished to join the Leading Brands of Spain Association in its efforts to promote our country's brands in the United States and brought out a special supplement entitled “Made in Spain” to mark the occasion of the Spanish Brands Dinner, which was presented to guests attending the event and the passengers on a numerous Iberia flights.










El País published two reports on brands
The El País newspaper published two articles on brands in its edition on Saturday 28 February. The first of the two, in the Empresas (Companies) supplement, analyses the future of brand and highlights their role as one of companies' main strategic assets. The second, in the Vida & Artes (Life & the Arts) section, studies the phenomenon of stores' own brands.


Expansión covers the debate organised by the Forum on Spanish brands in Brazil
In its edition of Saturday 31 January, the business daily Expansión published a double-spread article containing the conclusions of the debate held on Spanish brands in the Brazil market. Attended by leading experts in this market, the event was organised by the Leading Brands of Spain Forum and held at the Interbrand head offices.
Expansión publishes a debate on internationalisation in Spanish companies
On 23 December, Expansión published a two-page article with the conclusions from a debate held by the members of the Expansión and Actualidad Económica Advisory Board on the recent experiences and internationalisation policies of Spanish Companies with special emphasis on SMEs.
Expansión publishes a report on the debate of Spanish Brands in Persian Gulf countries
On 9 December, at the Garrigues headquarters, the Spanish financial newspaper Expansión reported on the debate organised by the Leading Brands of Spain Forum on Spanish Brands in Persian Gulf countries and published a two-page report summarising its main conclusions.
Anuncios publishes an article on the Forum’s tenth anniversary
In its 22 December issue, the advertising magazine Anuncios published an article on our organisation entitled “The Leading Brands of Spain Forum prepares for its tenth anniversary". The article covered the mission and objectives of the Forum, the requirements for member brands, and featured a short interview with the General Manager, Miguel Otero.
In an El País article José Luis Bonet backs internationalisation and the brand as a solution to the crisis
On Sunday 7 December, the newspaper El País published a piece by José Luis Bonet, Chairman of the Leading Brands of Spain Forum, entitled "Internationalise your company through brands or die". The article stressed that the economic crisis poses a good opportunity to bring about a strategic U-turn of the Spanish economy based on globalisation, technological effort, human capital and brand creation.
Interview with José Luis Bonet in Expansión
On 4 December, the newspaper Expansión published an interview with the Chairman of the Leading Brands of Spain Forum, José Luis Bonet. In this interview Mr Bonet reviewed the importance of brands and the need for international expansions as a way to solve the current economic crisis.
Expansión publishes an article on the debate of Spanish brands in the UK
On 24 November, the newspaper Expansión published a report entitled "Formulas for sale in the UK", that detailed the main views and opinions of those participating in the debate that Leading Brands of Spain Forum held at the Madrid headquarters of ESADE,on the situation of Spanish brands in the UK .
Expansión reports on the Correspondents Meeting organised by the Forum
On Friday 14 November, the newspaper Expansión published an article entitled “Successful Spanish Brands”, which reported on the 4th Correspondents Meeting, with the slogan “Hallmark events and their effect on a country’s image”. The meeting was organised at the start of November at the head offices of the Business Institute by the Leading Brands of Spain Forum and the IE Business School with collaboration from the new agency Vnews, the Correspondents Circle and the Association of Foreign Press Correspondents (ACPE).
The Economist publishes a special report on the Spanish economy
In its 6 November edition, The Economist published a special report on the Spanish economy entitled “The morning after”. The article seeks to bring the readers somewhat closer to the new challenges for Spain in the context of the current economic downturn.


Article by Moisés Naím for El País on Brand Value
Moisés Naím, contributor to the El País newspaper and director of Foreign Policy magazine, wrote a think piece entitled “How much is a name worth?” for the newspaper on April 27th in which he analysed the findings of Millward Brown’s recent study on the Top 100 Most Powerful Brands.
Expansión examines opportunities for Spanish brands in the US
On 23 July, the financial newspaper Expansión published a full page spread on the conclusions of the debate held earlier this month at the head offices of the Madrid Business Institute on the topic America: a challenge awaiting Spanish companies. The Expansión article focuses on the current situation and opportunities.
El Universal publishes a special issue on Made in Spain
In June, the El Universal newspaper – distributed in-flight by Iberia to travellers – published a special 80 page issue devoted entirely to Made in Spain, highlighting Spain´s progress in recent years in different areas and its most prominent personalities. The Leading Brands of Spain Forum was also given a mention in this special issue.
Expansión reflects on the experiences of Spanish brands in China
The June 2nd issue of the economic newspaper, Expansión, featured an article on Spanish brands in China and summarised the main points raised at the “Why Spanish brands need the Chinese market” conference, which was organised by the Leading Brands of Spain Forum and the Industrial Organization School and held at the headquarters of the latter on April 29th last.
Representatives of the Leading Brands of Spain Forum participate in the Almería Forum
Several representatives and collaborators of the Leading Brands of Spain Forum (FMRE) –led by the Forum chairman, José Luis Bonet, and the managing director, Miguel Otero- participated in the Almería Forum on last May 27th. The forum was organised by the Joly Group and FMRE member Cosentino with a view to analysing the region’s current image and the future outlook for companies in the area.
Extensive press coverage for the Ambassador Brand Plan presentation
The Ambassador Brand and Spain’s Image Plan presentation, which was held on May 29 at Santander Financial City, provided the public with a more in-depth overview of the FMRE’s activities and the spirit of the plan, thanks to the extensive press coverage it received.
Expansión highlights efforts to promote Spanish brands in China
On 13 March the financial newspaper, Expansión, published an article on the general assembly of the Leading Brands of Spain Association. The article emphasises the joint effort of the Leading Brands of Spain Forum and public administrations to take advantage of two world-wide events, the Universal Exposition Shanghai 2010 and the Beijing 2008 Olympic Games, in order to reinforce Spanish brands in the Chinese market.
Miguel Otero's column in Expansion
On 7 February the newspaper, Expansion, published an opinion column, titled “Political Brands”, written by the Managing Director of the Leading Brands of Spain Forum, Miguel Otero, in which he lamented the lack of proposals related to the globalisation of the economy in the last electoral campaign, and proposed that after the elections the international projection of companies and brands should be encouraged.
USA Today publishes a Spain supplement, which focuses on the Forum
On 28 February the American newspaper, USA Today published a Spain supplement, written by the United World agency, with the title “Unstoppable Spain” and emphasising the economic and social achievements of Spain over the last few years In the article the presence of the Leading Brands of Spain Forum and how it promotes Spanish brands does not go unnoticed. The article includes statements from Miguel Knoll, Managing Director of the Forum.
Moneda Única emphasises the work of the Leading Brands Forum in the promotion of Spain’s image in China
The foreign trade magazine, Moneda Única, dedicates two pages of its March edition to highlight the work of the Leading Brands Forum, with special mention to the role that our association is developing in the promotion of Spain’s image in China.
Spanish construction companies speed up their pace of internationalisation
On 14th January, the Expansión financial newspaper published a special report on the debate on the Spanish brands in the infrastructures sector, held in the Madrid home of the Escuela de Organización Industrial (EOI, School of Industrial Organisation) on 20th November. Spanish brands such as Ferrovial, Técnicas Reunicas, Indra and GMV analysed the challenges and opportunities of a sector in which Spain is a real key player worldwide.
The 'Spain' Brand - overcoming the barriers of innovation and technology
A two-page special report published in the Expansión financial newspaper on 20th September which summarises the opinions expressed at the latest debate organised by the Leading Brands of Spain Forum on associations between Spain’s image and Spanish technology companies. The debate was held at the Ikusi headquarters in San Sebastian on 5th July and was attended by representatives of some of Spain’s leading technology brands, in addition to the Spanish business administration.
'Only companies with a strong brand ill survive on the future'
The September issue of Moneda Única, a financial magazine specialising in international trade, featured an interview with Miguel Otero, in which the General Manager of the Leading Brands of Spain Forum analysed the partnership agreements and joint projects between FMRE and the Spanish trade administration, and stressed the strategic importance of the brand when competing in international markets.
Zara and Nothing Else
Information taken from the daily newspaper La Vanguardia on 3rd August 2007. Under the headline “Zara and Nothing Else”, the paper analyses the latest report published by Interbrand with the 100 Best Global Brands by Value.
The Importance of National Brands
Article by Miguel Otero, General Manager of the Leading Brands of Spain Forum, published in the Expansión financial newspaper on 20th July 2007 as part of a special report on the “Most International Spanish Companies”. Miguel Otero upholds the needs for supporting Spanish brands as the best means of winning the fight for competitiveness and gaining the loyalty of international customers.
Spain is Zara, Mango, Seat, Passion and… Chaos
Information published in the Cinco Días financial newspaper on 12th July 2007 which provides and analysis of the study “Perception and Reality of Spanish Brands”, drawn up jointly by the Leading Brands of Spain Forum and the brand consultancy, Interbrand.
In Search of the Lost Brand
How are we seen overseas? What do experts think about Spanish brands on the major international markets? What commercial image does Spain present to the world? These, and other questions, are analysed by the Actualidad Económica weekly publication in its 5th July issue, echoing the study “Perception of Spanish Brands on International Markets” drawn up by the Leading Brands of Spain Forum.
Brands, the driving force for Made in Spain
Moneda Única, a financial magazine specialising in international trade, devoted a special report in its July issue to highlighting the task of Spanish brands as locomotive engines for the Made in Spain brand and underlines the increasingly intense teamwork between the Leading Brands of Spain Forum and the Spanish Institute for Foreign Trade (ICEX).
Spain Reinforces its National Brand
13-page special report in the July issue of the Capital financial magazine. This large report analyses the situation of the Spain Brand in the world and the international image of Spain and, in particular, of its brands. As a benchmark institution in the area of strengthening Spain’s international image, the report stresses the work of the Leading Brands of Spain Forum.
In the global World today, ‘Made in’ should become ‘Made by'
Interview with Miguel Otero, General Manager of the Leading Brands of Spain Forum, in the El Economista financial newspaper. In this interview, published on 5th February 2007, Miguel Otero analyses the strategic importance of the leading Spanish brands in the construction of a strong and credible image for Spain overseas.
Brands for Added Value and Expansion Overseas
Debate on the Fashion and Accessories sector published in the daily newspaper Expansion on 29th June 2007.
The Department of Trade Recovers FMRE as a Driver for 'Made in Spain'
Information published in the Expansion financial newspaper on 23rd June 2007 highlighting the new “collaboration agreement” between ICEX and the Leading Brands of Spain Forum, under which the latter becomes a strategic partner for the Trade Administration for promoting the internationalisation of Spanish companies. The idea? To use leading Spanish companies as the driving force behind the “Made in Spain” concept.
Brand Power
On Sunday 10th June 2007, the El País newspaper ran an extensive two-page report on the study “Evaluation of Spanish Brand Recognition: an Empirical Analysis in Spain", completed by the Carlos III University in Madrid and commissioned by the Leading Brands of Spain Forum, sponsored by the Spanish Patent and Trademark Office.
Tourism Accelerates the Sales of a Brand Named ‘Spain’
Debate published by the Expansion financial newspaper on 29th May 2007, which analyses the situation and perspectives of international business in as important a sector for Spain as that of Tourism and Leisure, that includes hotel groups, tour operators, leisure firms, football clubs…
Series of Debates on Brand Strategy and Management in Expansión
One of the statutory objectives of the Leading Brands of Spain Forum (FMRE) is that of “contributing to awareness of the strategic role of brands in all decision-making areas - public and private, national and international". For this reason FMRE has organised, over the course of this year, together with the Expansion financial newspaper, a series of monthly debates under the general title “Brand Strategy and Management”.
Special Report on the Leading Brands of Spain Forum
On 21st March, coinciding with the AGM of the Leading Brands of Spain Association and the presentation of the Ambassador Brands Plan to the Spanish Trade Administration, the Expansion financial newspaper published a seven-page report on the Leading Brands of Spain Forum. This report looks at the origin, objectives and projects of FMRE, paying special attention to the situation of the Spain Brand in the world and the best practices of some of the Spanish brands with the best international repute and recognition.
Ways to Position Spanish Brands in the World
Debate published in the Expansion financial newspaper on 4th April 2007, which analyses the present and future of the internationalisation of the Spanish food and drink sector. Experts and key players in the food and farming industry analysed the challenges and possibilities of the sector, all of whom indicated the strategic role of brands for competing on international markets.
Brands Make a Country
Articles written by Miguel Otero, General Manager of the Leading Brands of Spain Forum, published in Expansion on 23rd and 24th May 2007. Under the title “Brands Make a Country (I and II)” Miguel Otero looks back over the eight-year history of FMRE.
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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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