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.
Although Spain is a world leader in wind power, desalination, infrastructure management and air traffic control systems, the country has not yet firmly established itself as a global industrial and technological power. Nevertheless, perceptions in this regard have begun to change over the past few years, mainly due to the work of the Spanish technology brands, which enjoy a significant presence in the major international markets. At the debate organised by the Leading Brands of Spain Forum, participants generally agreed on the need to continue working, along with the administration, to promote Spain’s image as a technology power. Chaired by Miguel Otero, General Manager of FMRE, the debate was also attended by Francisco Javier Cáceres, Innovation Director for Ikusi; Luis Gómez, Director of Marketing and Brand Management for Iberdrola; Germán Giménez, Research Director at CAF; Eduardo Urruti, Marketing Director at Ingelectric Team; Leire Madariaga, Deputy Director of International Strategy at Spri; Xabier Gorritxategi, Innovation Director for Fagor; Mª Coriseo González-Izquierdo, Head of Industrial Products and Technology at the Spanish Institute for Foreign Trade (ICEX); and Carla Frangoni, a lawyer at Garrigues.
ICEX is implementing a Hi-Tech Sector Internationalisation Plan and a communications campaign entitled, “Spain, Technology for Life”, in an endeavour to achieve the recognition that Spain deserves in the field of technology. However, greater collaboration will be required between the Spanish trade administration and companies if the country is to forge a reputation as a technology power through positive associations with its brands. Participants also analysed the keys to success in international industrial and technological markets, highlighting the importance of promoting “the brand and innovation”.
