Marcas Leading
Home About the Leading Brands of Spain Forum Member Companies Member Brands
BRANDS SEARCH

Events Publications On the Media Spain Brand Spain Brand
Honorary Ambassadors
Brands of High International Scope (MAPI) Public Support to Brands More about brands Videos Contact Form
NEWS
events
Constitution of the Business Committee for Internationalisation

The Leading Brands of Spain Association, the Spanish Council of Chambers of Commerce and the Spanish Exporters and Investors Club formally constituted the Business Committee for Internationalisation on 13 January. This entity was designed to be a permanent platform for the analysis and elaboration of ideas to reinforce the internationalisation and competitiveness of Spanish companies. These ideas will be presented to the Government and to the other public Administrations so that they may be taken into consideration in the formulation of new public policies and strategies in these fields.

The Chairman of the Council of Chambers of Commerce, Javier Gómez-Navarro, the Chairman of the Spanish Exporters and Investors Club, Balbino Prieto, and the Chairman of the Leading Brands of Spain Association, José Luis Bonet, signed the constitutional agreement for this Committee, which comes under the framework of the initiatives drawn up during the First Summit on Internationalisation, held in Madrid last October.

For José Luis Bonet, Chairman of the Leading Brands of Spain Association, ‘this Business Committee was established as a means of continuing the exchange of ideas and initiatives for the future between companies, their brands and the government so that our foreign sector can take on the full weight of the essential role it plays in our economy. It is an entity built on collaboration and creativity, and it aims to serve as an additional means of overcoming the economic crisis affecting us all today. In short, it is an instrument for sharing responsibility.’

According to a statement given by the Chairman of the Council of Chambers of Commerce, Javier Gómez-Navarro during the aforementioned event, ‘the big challenge that our country faces in the medium term is to make internationalisation what it still is not today: the main engine of our economy and of companies themselves, without which, in the near future, many would be destined to disappear. That being said, it is the lack of awareness of internationalisation by Spanish society and little institutional co-ordination existing to tackle this major challenge that has led us to establish this Business Committee for Internationalisation (BCI), which will enable us not only to optimise resources, but to improve dialogue, co-ordination and collaboration between government bodies and businesses in order to meet this important goal.’

For his part, the Chairman of the Spanish Exporters and Investors Club, Balbino Prieto, emphasised that ‘within the context of an open economy like that of Spain, a decision in favour of competitiveness is, put simply, a decision for survival, just as a decision in favour of internationalisation is a decision for growth. This is precisely the solution that business leaders wish to express to the government and to Spanish society: a growth strategy to overcome the current economic crisis must, without a doubt, be based on internationalisation.’

In accordance with the aim of the agreement signed by the three institutions, the BCI has set out three principal objectives as a starting point: to analyse and create awareness of problems affecting internationalisation and competitiveness; to work on the development of these measures with government bodies; and to organise Summits on Internationalisation and other such events in the future, in order to continue the search for practical initiatives.

In order to achieve the first objective, the BCI will look at those situations still presenting barriers and will identify the requirements of companies with a view to offering guidance during the formulation of public and support policies in this field.

With respect to collaboration with government bodies, the BCI will propose appropriate initiatives that will enable it to continue to promote channels and exchanges of dialogue with those entities. The BCI also proposes collaboration in all areas and programmes which may lead to improvements in this area.

The BCI is the outcome of a decision taken at last October’s First Summit on Internationalisation. That event saw more than 600 Spanish businesses take the initiative for the first time to present the government, represented by the Minister of Industry, Tourism and Commerce, Miguel Sebastián, and the other government bodies, with a comprehensive list of specific suggestions and measures to overcome the current economic crisis, all of which are centred on the international presence of companies and improvements to competitiveness.

Suggestions worthy of mention include: increasing company participation in the formulation of internationalisation policies and plans; establishing a model of collaboration between the different levels and spheres of those government bodies devoted to internationalisation; reforming and enhancing the foreign service; and supporting an alliance with the leading Spanish brands in order to serve as driving forces.

Likewise, the companies requested that the government should provide the Spanish Official Credit Institute (ICO) with more means of financing the export industry, create a venture capital fund to launch Spanish brands or to acquire foreign ones, improve innovation funding and promote the ‘country brand’ image.

Among the considerations regarding improvements in competitiveness, the document presented to the Minister of Industry includes, among others, measures to allow businesses to make better use of innovation policies, a reduction in social security contributions, labour market reforms, simplification of bureaucratic processes and the defence of a single market.



EVENTS
AMRE analyses the impact of the Spanish football team’s victory on the Spain Brand
As a result of the Spanish national football team’s recent victory in the South Africa World Cup, the Leading Brands of Spain Association has analysed the impact of this success on Spain’s image abroad. This project was led by AMRE’s Managing Director and covered by various media. On Saturday 17 July, the business daily Expansión published an opinion article by Miguel Otero entitled ‘The Spain Brand and the Reds: a perspective from China’. This article analysed the repercussion of the world cup victory in the strategic market of China and the need for the government and brands to harness the potential for promoting their image as a result of an event of such importance. He suggested this should be achieved through an image plan that brings together the work of different bodies to promote Spain’s image.
More than 500,000 people visit the Spanish Leading Brands’ Showroom/Store at Shanghai Expo 2010 during its first two months after opening
The Forum is to name the ‘Friends of the Spain Brand in China’ on 1 September
José Luis Bonet proposes the creation of a Leading Brands of Europe Forum
MORE ABOUT BRANDS
Four brands in the forum, among the 100 most valuable in the world
Movistar, Santander, BBVA and Zara are rightly among the 100 most valuable brands in the world, according to the BrandZ ranking issued by the consulting firm Millward Brown. The ranking is led by four technology brands (Google, IBM, Apple and Microsoft), followed closely by Coca-Cola, McDonald's, Marlboro and China Mobile. The 100 most valuable brands in 2009 were valued at 2.04 billion dollars (1.54 billion euros). Google leads the BrandZ ranking for the fourth consecutive year as the world's most valuable brand, worth $114,000 million dollars (86,250 million euros) in 2009, some 14% higher than the previous year.
The Leading Brands of Spain Forum works together with The Harvard Faculty Club’s programme for Spanish and American executives
Antonio Abril strives to strengthen the Made by Spain effect
CC.OO. (Trade Union) condemns the inferior working conditions of own brand workers
PUBLICATIONS
10th Anniversary Report of the Leading Brands of Spain Forum
The Report of the Leading Brands of Spain Forum’s 10th Anniversary was presented and given out to attendees of the Forum’s 10th Anniversary commemoration event held on 15 December in the conference hall of the Ministry of Industry, Tourism and Commerce. The report lists the activities carried out by the Forum over the last ten years, as well as the main milestones the institution has reached since 1999. Accordingly, the information on these activities is organised into the following chapters, depending on the profile of each project: Ambassador Brands and Image of Spain; Research and Publications; Training and Circulation; and Institutional Co-operation and Communication.
June 2009 Bulletin
The Forum presents the Spanish Ambassador Brands video in the United States
The Forum launches the electronic version of the Leading Brands of Spain book
ON THE MEDIA
Gabriel Masfurroll writes a column for Expansión on Made in/by Spain
The President of USP Hospitals and member of the Leading Brands of Spain Association’s Board of Directors, Gabriel Masfurroll, wrote an opinion column for the newspaper Expansión. The article published on 15 August, entitled ‘Made in/by Spain’ encourages Spanish business leaders not to try and conceal the origin of their products and to exploit the potential of the brands to ensure that Spain’s image abroad is set at a level in line with the reality of the country.
Expansión dedicates an article to the Spain Brand Honorary Ambassador accreditation ceremony
Expansión publishes a debate to commemorate the 2009 Spain Brand Honorary Ambassador accreditation
El País publishes a special supplement on brands
SPAIN BRAND
The Government launches Spain’s new image abroad
The Spanish Tourism Institute has presented its new campaign to promote Spain abroad, highlighting the need to promote the country’s image in order to attract international tourism. The Spanish Secretary of State for Tourism, Joan Mesquida, revealed the main lines of the new campaign, which will run under the slogan ‘I need Spain’.
The Prince and Princess of Asturias and the Spanish Ministry of Industry, Tourism and Trade present the Made in/by Spain Plan for the US
Enric Puig, posthumously appointed Honorary Ambassador of the Spain Brand
The Royal Elcano Institute publishes a report on the image of Spain in the US
PUBLIC SUPPORT
Leche Pascual, Mapfre and BBVA, winners in the Prince Felipe Awards
In an act that took place at the Municipal Conference Centre in Madrid on 19 June, chaired by T. R. H. the Prince and Princess of Asturias, Leche Pascual, Mapfre and BBVA, companies belonging to the Leading Brands of Spain Association, were awarded Prince Felipe Awards for Business Excellence in the respective categories of Renewable Energies and Energy Efficiency, Internationalisation and Leading Brand.
Presentation of the New Support Plan for Spanish Brands
The SOS Group and Barceló Win the Prince Felipe Award for Business Excellence
FINBRAND, COFIDES’ new funding line for the internationalisation of Spanish brands
© Leading Brands of Spain Forum - 2008