On Sunday 7 December, the newspaper El País published a piece by José Luis Bonet, Chairman of the Leading Brands of Spain Forum, entitled "Internationalise your company through brands or die". The article stressed that the economic crisis poses a good opportunity to bring about a strategic U-turn of the Spanish economy based on globalisation, technological effort, human capital and brand creation.

Spain needs global brands to be able to confidently compete in a climate in which for some time now the key international brands have been occupying the top positions. Leading brands generate positive effects on the image of a country, by linking this image to the reliability, efficiency, and innovation of its brands. Cases such as the US, Japan, Germany, France, the UK and Italy, which are all countries of origin for famous global brands, show the strength of this affirmation. Bonet points out that “Spain’s position is still weak and unstable not only in relation to the most advanced countries but also emerging economies such as China and India”.

The full version of the report can be downloaded in the file below.