According to the latest study on global market values by the brand consultancy Interbrand and published in Business Week, Zara is the second world brand in terms of growth in value over the last year, only exceeded by Google. The firm belongs to Inditex, which is ranked in position 64, and is the only Spanish brand to be listed among the 100 Best Global Brands.
 
The Interbrand study points to the model planning efficiency at Zara as the key to its success among consumers. Product rotation and store design also encourage customers to return on a regular basis. In total, it is estimated that each customer pays 17 visits per year to one of the 1,039 Zara stores located across 64 different countries.
 
Interbrand also highlights the original advertising model of the Inditex chain as a strong advantage over competitors. In fact, Zara spends less than 0.3% of its sales on advertising, while its competitors spend between 3 and 4%.
 
Thanks to this successful strategy, the value of the Zara brand has undergone a huge growth since last year, growing 22% and reaching a brand value of $5,165 million. Only Google beat the Inditex chain in growth, with a 44%.
 
This international ranking highlights the Zara store design and organisation, which for Interbrand is the envy of the textiles industry, as it entices the customer to return in spite of price increases. This is true customer loyalty. So much so, that the Zara brand value has grown by 22%, occupying the 64th place on the worldwide ranking.
 
The North American brands Coca-Cola, Microsoft, IBM and General Electric head up this global brand ranking, where the top European brand is the telephony business Nokia, which holds a well-earned 5th place.
 
Interbrand evaluates the brand value as if it were any other type of business activity, i.e., based on potential future earnings for the company. According to the Global Brand Consultancy, it uses a combination of analyst projections, company financial data, and its own qualitative and quantitative study, in order to establish the net value of these supposed earnings at present.