Santander, Zara, Movistar, BBVA, Mercadona, CaixaBank And Iberdrola They are, in that order, Spain's most valuable brands worldwide. This is the data from the new Global 500 2024 report brand Financethe leading brand valuation consultancy. Manzana becomes the most valuable brand in the world with a value of 482.1 billion euros, followed by Microsoft (317.8 billion euros) and Google (311.2 billion euros).
Each year, brand Finance, the leading brand valuation consultancy, tests 5,000 of the largest brands and publishes more than 100 reports evaluating brands across industries and countries. The 500 most valuable and strongest brands in the world are included in the annual ranking brand Finance Global 500 2024.
Spain is represented in the ranking by seven brands: Santander, Zara, Movistar, BBVA, Mercadona, CaixaBank and IberdrolaThe latter returns after a two-year absence from the world rankings. Repsol, represented in the 2023 ranking, cannot hold its own. This year's seven Spanish brands have a combined brand value of 62.5 billion euros, 12% more than the seven in 2023.
Pilar Alonso Ulloa, Managing Director Iberia (Spain, Portugal) and South America, brand Finance:
“The seven most valuable brands in Spain contribute a total value of more than 62 billion euros to the ranking of the 500 most valuable brands in the world. Among Spanish brands, brands from the banking sector stand out, followed by fashion, telecommunications, retail and energy. Our brands play a crucial role in showcasing Spain’s quality and innovation internationally, contributing to economic growth and consolidating our position on the global stage.”
Santander, ranked 101st in the global brand ranking, leads the Spanish brands. Brand value increases by 8% due to net profit growth. Despite a slight decline in brand strength, the bank moves up 15 places thanks to its position as the second largest lender in the Eurozone and its strong marketing and image presence, supported by large footprint and resources.
Zara, The second Spanish brand stands out with a 43% increase in its brand value thanks to solid financial results. It rises 61 places in the rankings to reach number 120. Parent company Inditex achieved financial records in 2023 with six consecutive quarters of growth. The strategy of simplifying the number of branches in favor of larger and better located branches led to a sales increase of 13.5% to €16,851 million. The company is present in 20 countries, including the United States, and achieves success both online and in physical stores. With a planned investment of 1.6 billion euros in 2023, Inditex is confident of continuing its growth path until 2024.
Movistar, now at number 290, is in the top 3 of the 7 Spanish brands in the ranking. Movistar Spain's 3Q23 results highlight the success of its growth and sustainability strategy. The new commercial offer Movistar plus+ for IT services reflects innovation. The parent company Telefónica recorded a sales increase of 1.8% thanks to organic growth.
Iberdrola, one of the newcomers returning to the 2024 rankings, is ranked 453rd with a 21.5% increase in brand value and a 4% increase in brand strength (3 points) due to improvements in consideration, recommendation and reputation. The electricity company, ranked first in Europe and second in the world by market value, posted solid financial results in the first months of last year and forecast double-digit growth in net profit by the end of 2023.
BBVA (Rank 316 and brand value increased by 5%) closed 2023 with solid financial results in the first nine months of 2023 with a net profit of 5,961 million euros, an increase of 24.3% compared to the same period last year. Mercadona (ranked 395th and brand value falling 4% due to decline in brand strength) increased sales by 4%, compared to a decline of 0.2% in the industry, and continues its expansion in Portugal Caixa Bank (404th place and brand value increasing by 13%), the second largest brand, increasing the most in the ranking (+45 places) and in brand strength (+3.8%), complete the list of Spanish brands. In terms of brand strength, BBVA is the one with the highest score among Spanish brands (86.53 out of 100), making it one of the 50 strongest brands in the world (30th place out of 500 in the brand strength ranking). brand), followed by Mercadona (83.37/100) and Iberdrola (78.50/100).
Repsol It does not enter the rankings despite its brand value having only fallen by 6% compared to 2023, reflecting lower sales resulting from the decline in global prices, low global economic growth, the normalization of refining margins and fuel prices in Europe . The uncertain economic outlook impacted crude oil and natural gas prices, reducing margins and leading to a decline in demand. These factors impacted the brand's strength due to a decline in sales growth forecasts.
Manzana (482.1 billion euros) has achieved a significant increase in brand valueEven though iPhone sales were largely flat, the company's strategy of entering new markets, expanding its ecosystem, and encouraging upgrades to higher-end iPhones proved extremely effective. Apple has maintained its leadership position in the high-end smartphone market with a 71% share.
With a value of 68.4 billion euros, the German is Deutsche Telekom becomes the most valuable brand in Europe with an increase of 13% compared to the previous year and becomes the most valuable telecommunications brand in the world. According to the study by brand FinanceDeutsche Telekom has significantly improved its brand strength and has risen from 78.69 to 83.02 points in the brand strength index.
The market study by brand Finance showed a significant increase in brands investing heavily in artificial intelligence, resulting in this NVIDIA becoming the fastest growing brand in the world with a 155% increase in brand value to €41.5 billion. According to the study, NVIDIA, a major provider of AI chips, is considered extremely innovative and enjoys increasing awareness, attention and recommendations.