Russia, one of the ten largest world economies and a member of the Big Four, is currently an important market for Spanish companies and shows great promise for the future. Therefore, with the aim of strengthening the bonds of friendship between Spain and Russia, especially the economic and commercial facet of this relationship, on Monday 28 March the Leading Brands of Spain Forum (FMRE) held the Day of the Leading Brands of Spain in Russia. This event, held in the Manège Pavilion in Moscow, aimed to promote the Spanish business world as both innovative and industrialised. Moreover, it included a public acknowledgement of the ‘Friends of the Spain Brand and Spanish Brands in Russia’, for individuals and institutions who have distinguished themselves through their support for Spain or Spanish companies in the Russian market.

During the event, the Spanish Minister of Industry, Tourism and Commerce, Miguel Sebastián, acknowledged and thanked “the support of a number of individuals, companies and institutions from this country, whose work, dedication and often their affection for Spain have helped to expedite the work and the success of Spanish companies and to make our country increasingly known in Russia”.
The Russian figures acknowledged as Friends of the Spain Brand were Alexander Zhukov, Russian Deputy Prime Minister and a prolific supporter of the Dual Year of Spain in Russia and Russia in Spain, Igor Ivanov, Chairman of the Spain-Russia Council and former Russian Foreign Minister, Vladimir Resin, Deputy Mayor of Moscow, Marat Safin, a former world number one tennis player with very close links with Spain, Boris Simonov, Chairman of Rospatent, the Russian Patent and Trademark Office and Vasily Utkin, Sports Director at NTV Plus and the newspaper Kommersant.

The Friends of the Spanish Brands included, among others, the dancer Andris Liepa, the magazine Grazia and Alliance Oil Company, Repsol’s strategic partner in the Russian market. All these companies and individuals were voted for by a special panel of judges formed by representatives from the Spanish government and companies who selected them because of their strong links with and commitment to Spain.

Alexander Zhukov expressed his gratitude for being the first Russian in history to receive this title. Furthermore, he highlighted the willingness of the Russian government to promote the growth of Spanish companies in the Russian market and trade between both countries.

The day was organised within the framework of the Dual Year of Spain in Russia and Russia in Spain and coincided with the inauguration of the exhibition Spain today: living and innovating at the Manège. The Day of the Leading Brands of Spain in Russia was an unparalleled opportunity to learn about the Spanish business world through its leading brands and to strengthen bonds of friendship and trade between both countries.

José Luis Bonet, Chairman of FMRE and Freixenet, delivered a speech in which he stressed the links between the two countries and the need to continue to strengthen the bonds of friendship and mutual understanding. Mr Bonet said that, “in contrast to its generalised stereotype image, Spain today, through its companies and brands, is a world leader in sectors ranging from fashion to gastronomy, passing through energy, infrastructure management and high-speed rail”. He went on to say that “Spain not only has leading brands on a world level”, but “our country is a tourism powerhouse, and the EU country receiving the highest number of Russian tourists every year”.

In the same vein, and with the aim of contributing to the success of Spanish companies in the Russian market, Mr Sebastián announced the launch of the Made in/by Spain Plan in Russia.

Igor Ivanov, speaking on behalf of the Friends of the Spain Brand, spoke of his personal ties with Spain, both in his time as Ambassador of the Russian Federation in Spain and later on in his position as head at the Ministry of Foreign Affairs. He stressed the importance of continuing to promote trade and economic and cultural exchanges between both countries.

Amparo Fernández, Undersecretary at the Spanish Ministry for Industry, Tourism and Trade and Deputy Chairwoman of the Leading Brands of Spain Forum, was in charge of closing the day. During her speech, Ms Fernández highlighted “the firm commitment of the Spanish Government to strengthen economic and commercial relations with Russia, which will materialise in the development of opportunities for growth and jobs in both countries”. She went on to stress that “the strength of the Spanish brands is closely linked to the strength of the Spain brand” underlining that “Spain has a strong brand image with a good number of positive attributes as it has been able to bring together, like no other country, the values linked to emotion, vitality, sociability and altruism and those related to technological development, design, and value for money for its products and services”.

Founded in 1999, the Leading Brands of Spain Forum is an organisation that forms part of the Leading Brands of Spain Association (comprising 100 major Spanish companies with leading brands in their respective sectors), the Ministry of Industry, Tourism and Trade, the Spanish Institute for Foreign Trade (ICEX), the Ministry for Foreign Affairs and Cooperation and the Spanish Patent and Trademark Office (OEPM). Its purpose is to foster the strategic importance of Spanish brands on all levels, particularly leading and well-known brands, to increase the competitiveness and internationalisation of the Spanish economy. In short, it promotes the image of the Spain Brand overseas through the leading Spanish brands and with the support of the Spanish government.

Companies actively participating in the celebration of the Day of the Leading Brands of Spain in Russia included Repsol, Iberia, Tous, Freixenet, Talgo, CAF, Campofrío, Gestamp, Lladró, Grupo Cortefiel, Marqués de Cáceres, Pikolinos and Fermax. The event also received the support of the Spanish Institute for Foreign Trade (ICEX), Turespaña and the Spanish Patent and Trademark Office (OEPM).