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 article emphasises the fact that only one Spanish brand, Zara, is featured on this ranking, and analyses the reason for this situation using the opinion of Miguel Otero, General Manager of the Leading Brands of Spain Forum.
Miguel Otero states that “in this type of studies there is a clear bias towards North American and Japanese firms, and this is also explained by the large level of fragmentation of the European market, which is still a long way from being a balanced area of trade”. However, the General Manager of the Leading Brands of Spain Forum also suggested that there are other Spanish brands which could appear -and indeed do on other lists- in this type of ranking: “firms such as Telefónica, Santander and BBVA, in terms of value and size, could easily form part of this elite group, but they are excluded from the Interbrand tables as they do not have a simultaneous global presence in at least three large areas of the world”.
Zara is the only Spanish brand on the Interbrand and Business Week Rank for 2007, and this year has obtained a brand value of 5,165 million dollars, which represents a growth in that value of 22% compared to 2006.
