Last Wednesday 16 July, Rubén Marcos, Director of Research of the Leading Brands of Spain Forum, participated in the summer e-Branding course organised by the University of Extremadura and held in Badajoz. He presented a paper entitled Nation Brands: Communicating and Reaping Returns on our Identity. The presentation contemplated nation brand building and emphasised the role of the big Spanish brands as ambassadors of Spain’s image abroad.

Mr Marcos gave his nation brand-focused presentation on day 3 of the course and was accompanied by José Fernández Cavia, a professor at the Pompeu Fabra University in Barcelona.

The Leading Brands of Spain Forum presentation was made up of three sections. The first gave a general overview on nation brand building and the role of each country’s attributes and ambassadors; the second focused on the role of ambassadors and the work of the Leading Brands of Spain Forum; and, finally, the third section looked at the Internet as a channel to diffuse nation branding.