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| RESEARCH AND PUBLICATIONS |
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| BOOKS |
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The Forum takes part in editing the book La nueva generación de valor
The Leading Brands of Spain Forum has worked together with the consulting firm Interbrand and LID Editorial, in editing the book La nueva generación de valor (The new value generation) written by the Interbrand’s CEO in Spain, Gonzalo Brujó. The book was presented on 25 September at the Matadero Madrid arts centre.
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The Leading Brands Forum and Interbrand present the Spanish version of their Leading Brands Glossary
Interbrand, in collaboration with the Leading Brands of Spain Forum (FMRE), presented the Leading Brands Glossary, edited by the publishing house, LID Editorial Empresarial. The three companies have joined together through co-branding to present this glossary that includes the Spanish translation and definition of the most widely used terms in the world of marketing, communication and branding.
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New edition of the Leading Brands of Spain book
The new edition of the Leading Brands of Spain first went into circulation in January. This year it has been published in three languages: Spanish, English and Mandarin. This prestigious publication covers the success stories of the leading Spanish brands, making them ideal tools to promote the key Spanish brands internationally. The number of companies in this year’s edition has increased to 137, including other leading and well-known brands of companies associated with the Forum. Moreover, success stories have also been included from the most representative brands of the Spanish Club of Exporters and Investors, an institution that has been collaborating with the Leading Brands of Spain Forum in the last few months.
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Presentation of the “SPAIN, A CULTURE BRAND” report
On 4th July the Leading Brands of Spain Forum organised an event to present the “Spain, a Culture Brand” report. The report was presented in the Thyssen-Bornemisza Museum, with Josá Montilla, Minister of Industry, Tourism and Trade, and various representatives of the civil service and the business community invited present.
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| RESEARCHES |
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Research carried by the Carlos III University for the Forum: Spanish brands and products have a positive image on an international level
According to a study carried out by Carlos III University for the Leading Brands of Spain Forum, Zara, Santander, Mango and Real Madrid are some of the most internationally recognised Spanish brands. In agreement with this study, the global evaluation of Spain abroad is positive. This shows an important improvement in studies carried out in previous years regarding the general evaluation of Spain. It shows that there is increased economic and social knowledge of Spain around the world.
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Evaluation of Spanish Brand Recognition: an Empirical Analysis in Spain
After several months of hard work, the study “Evaluation of Spanish Brand Recognition: an Empirical Analysis in Spain” was presented in June. The report, commissioned by the Leading Brands of Spain Forum and sponsored by the Spanish Patent and Trademark Office (OEPM), was completed by a team leaded by Julio Cerviño from the Carlos III University in Madrid, who in turn used the services of the company Demométrica, which specialises in this type of surveys.
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Perception of Spanish Brands on Overseas Markets
In a joint project with the brand consultancy Interbrand, the Leading Brands of Spain Forum (FMRE) has recently published the “Qualitative Diagnostic Study of the Internationalisation of Spanish Brands”. The study was completed with the collaboration of experts from the Interbrand office network, who took part in group discussions at the consultancy's offices in New York, Toronto, Mexico City, Sao Paolo, London, Paris, Milan, Cologne, Moscow, Shanghai, Tokyo and Melbourne, in order to identify different factors regarding the perception of Spanish brands and of Spain itself.
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