Within the framework of the Spanish Presidency of the European Union, the Leading Brands of Spain Forum has organised a Leading Brands of the EU Meeting, in collaboration with La Caixa and IESE Business School along with the support of the Ministry of Industry, Tourism and Commerce and the Ministry of Foreign Affairs and Cooperation. The aim of the Meeting, which will take place on 22 April at the headquarters of La Caixa, in Barcelona, is to present an initiative so that Spain can promote a policy of competitiveness for European brands and for the backing of the international image of the products and services, namely, the ‘Made in/by EU’ image.

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 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.

On 26 November, the headquarters of the Spanish Professional Football League was the scene of a meeting of the Ambassador Brand and Image of Spain committee, the organisation founded to develop the Ambassador Brand Plan presented by the Leading Brands of Spain Association in 2008. This committee is chaired by Antonio Abril, Deputy Chairman of the Leading Brands of Spain Forum and Member and Secretary of the Board of Directors of Inditex, with the deputy chairmanship held by Jaime Montalvo, Managing Director for Promotion at the Spanish Institute for Foreign Trade. It comprises company representatives, relevant government bodies and experts in the fields of brands and international promotion.

On 6 November at the Interbrand head offices, the Leading Brands of Spain Association (AMRE) organised a round table on “European brands and the EU, legal protection and combating piracy”. The event was supported by the Secretary of State for the EU and sponsored by Garrigues and Interbrand. The debate was moderated by Soledad Rodríguez, Managing Director of the Brand Defense Association (ANDEMA).

The Leading Brands of Spain Association (AMRE) in conjunction with its partner the ESIC Business & Marketing School and the consultancy firm BBDO, has launched a cycle of lectures on senior management. These lectures are focused on strategic issues for companies related to brands, marketing, branding and communication in order to allow companies to explore and improve their management.

On 6 November, The Leading Brands of Spain Association (AMRE) took part in the annual gala of the Spanish Chamber of Commerce in Australia, held at the Museum of Contemporary Art, Sydney. During the event a video was screened titled ‘The Spanish ambassador brands in Australia', showing images of the major Spanish brands with a presence in the Australian market. The presentation demonstrated the prestige and excellence of Spanish products and services that clearly help to generate a positive image of Spain’s economy in the eyes of the Australian public. Over 250 people attended the event, including prominent figures from business and civil society in Australia.

On 22 October at the Garrigues head offices in Madrid, the Leading Brands of Spain Forum (FMRE) and the financial newspaper Expansion held a debate on whether to pursue a policy of competitiveness for European brands in the first half of 2010 to coincide with the Spanish Presidency of the EU. The meeting was organised with the support of the Secretary of State of the EU and attended by Antonio Garrigues and by the Secretary of State Diego López Garrido.