The Leading Brands of Spain Forum, together with the Complutense University of Madrid, the Spanish Institute for Foreign Trade (ICEX), INTERES, and the Spanish Exporters and Investors Club, organised the summer course entitled Nation Branding, a Key Element for Corporate Globalisation, which took place in San Lorenzo del Escorial (Madrid) between 9 and 11 July.

The Forum’s collaboration focused mainly on the round-table entitled Brands Driving Forward Globalisation: Corporate Case Studies, which was held on the evening of 9 July. Participants included Miguel Otero, the General Manager of the Leading Brands of Spain Forum, and, Pablo Aranguren de Milicua, the Director of Brands at Telefonica.

This meeting fostered discussion on the concept of Nation Branding and its links with public and private activities. The topic is of paramount importance to corporate and institutional strategy and the aim was to encourage the exchange of ideas between academia and the business world on these concepts. Case studies of countries that have successful promoted their nation brand were also discussed in this meeting.

In addition to the round-table on 9 July, during the three-day course other Forum partners and representatives of partner companies collaborated in the event, including Professor Julio Cerviño, Raúl Peralba and Luis Gómez, as the Iberdrola representative and a member of the Leading Brands of Spain Association’s Board of Directors.