The Minister of Industry, Tourism and Commerce, Miguel Sebastián, presided over the 10th Anniversary of the Leading Brands of Spain Forum commemorative event where he emphasised the government’s commitment, through its relevant bodies, to the leading Spanish brands and the part they have to play in conveying an image of Spain’s quality and prestige overseas. The minister also announced his ministry’s support for the project to enhance the competitiveness of Spanish brands and for the Leading Brands of the EU Meeting, which the Leading Brands of Spain Forum will organise next year in Barcelona with the support of La Caixa and IESE and coinciding with the Spanish Presidency of the EU.

The 10th Anniversary of the Leading Brands of Spain Forum event took place in the conference hall of the Ministry of Industry, Tourism and Commerce, with more than 200 people from the business world and government bodies in attendance. Antonio Abril, Deputy Chairman of the Leading Brands of Spain Forum and Member and Secretary of the Board of Directors of Inditex, also pointed out that ‘the country’s image is an essential factor of competitiveness for the future of the Spanish economy, where the most internationalised leading Spanish brands have significant influence, and of which the great majority are involved in our project’. Abril went on to stress that ‘seeking mutually beneficial collaboration to stimulate links between internationally successful Spanish brands and the country’s image should be taken on as a necessary task for Spain’s social and economic development. This will go some way to resolving the endemic problems of competitiveness and trade deficits in our economy.’

For his part, Miguel Otero, Managing Director of the Leading Brands of Spain Forum, stressed the importance of an institution such as the Forum. ‘The combined turnover of member companies accounts for 30% of the Spanish GDP; an average of 50% of the member companies’ turnover comes from international business (in some cases, this percentage is much higher); and altogether these companies employ more than a million people.’ Otero also echoed the words of José Luis Bonet, Chairman of the Leading Brands of Spain Forum, in mentioning the strategic importance of the collaboration between leading brands and government bodies: ‘Together, we will go faster and further.’

Guillermo de la Dehesa, Chairman of the Centre for Economic Policy Research, and Julio Cerviño, professor of Marketing and Market Research at the Universidad Carlos III, presented the report ‘Internationalising through brands: a strategic objective for the Spanish economy’, which suggests measures for emerging from the current crisis and consolidating an economic and productive model for Spain. This report was included in the Leading Brands of Spain Forum’s 10th Anniversary Report; presented to all of those in attendance. During his speech, De la Dehesa stressed the importance of internationalisation for emerging from the current economic crisis. ‘Now that Spanish domestic demand is falling, it is time to make a bigger effort to turn to, and establish ourselves within, the international markets. This effort will allow us to emerge from the recession earlier and stronger.’ He went on to emphasise the importance of carrying out this process while supporting the brand as a factor of international competitiveness. ‘The most effective way to compete is through quality, technology, design and clearly distinguishable products. To achieve this, it is essential to create one or more own brands that bring together all of these attributes and which are instantly recognisable to international consumers.’

Finally, Julio Cerviño stressed the importance of the country’s image as a factor of competitiveness and the need to possess a significant number of internationalised Spanish brands acting as ‘driving force brands’ for Spanish business in its process of international expansion.