El País published a special 24-page supplement on 13 May devoted to brands under the catch-all phrase “I love Marcas” (I love Brands) looking at various aspects concerning brands and brand advertising policies. This newspaper also stressed the contribution of R&D on the part of the brands to the creation of new products and analysed the situation of major brands during this crisis with the heads of several brands.
According to the opening article in the supplement, “the cost of researching a product with a brand name may entail more than a million euros and three years of study”, stressing the significant effort required of the major brand names to launch new products on the market and provide solutions for the consumer.
Subsequently, under the heading “Así se crea una marca” (How a brand is created), the supplement runs through the evolution all companies need to undergo to become a major brand name, mentioning some of the historic examples of companies that have been successful in this respect.
The supplement also includes interviews with brand managers, plus reflections on the importance of choosing a name and how some of these words have become common usage in our language.
The complete text can be found at the link below.