The Kantar BrandZ Top 30 Most Valuable Spanish Brands are this year valued at an all-time high of $116 billion. This reflects the buoyancy seen in the Spanish economy, with inflation coming down and GDP significantly outperforming the EU average.
Highlights from the ranking, which include the opinions of more than 85,000 people about more than 1,200 brands across 98 categories, reveal:
• Zara has retained the number one position, with a brand value of $33.9bn
• Movistar is at No.2 ($12.6bn) followed by BBVA at No.3 ($11.4bn)
• Massimo Dutti (No.10; $2.8bn) is the Fastest Riser, increasing its brand value by 50%
• SEAT (No.28, $373m) one of Spain's most iconic and recognisable international brands re-enters the ranking
• Inditex owns five fast-growth brands in the ranking: Zara (+36%), Massimo Dutti (+50%), Pull&Bear (+45%), Bershka (+47%), and Stradivarius (+44%)
• The eight banking and insurance brands listed in the ranking are led by BBVA (+39%) and Santander (+21%)
• If brands don’t set themselves apart, they risk falling behind. Currently, 33% of brands in the Spanish ranking lack difference, compared to only 23% of the leading global brands.
Infographic
This infographic reveals the Top 10 most valuable Spanish brands, the fastest risers, re-entries and more. Two thirds of the brands in the Spanish ranking have increased their value in the last year, yet there is still room for brands to grow. Kantar’s Blueprint for Brand Growth, developed to guide brands on ways to achieve growth by building Meaningful Difference, shows there are three key catalysts for brand value development: Predisposing More People, Being More Present and Finding New Space.
Top 30 Video
Discover which brands feature in this latest Kantar BrandZ report. Outstanding brands in Spain are showing exactly what it takes to build value today, and to set themselves up for future growth. For the larger brands, our data shows that a focus on building Meaningful Difference is the key to unlocking future growth. Meaningfully Different brands stand out from the competition in ways that make a positive difference to people’s lives.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.
The recovery of Spain’s economy has been reflected in this latest ranking of the most valuable Spanish brands. The total value of the top 30 brands now reaches $100 billion, the highest value since 2018, a reflection of the resilience and adaptability of brands in the face of the challenges of the past few years, as reported by El Espanol.
Highlights from this report, which is based on the opinions of more than 81,000 respondents about 1,243 brands across 94 categories, reveal:
• Zara remains Spain’s most valuable brand for the sixth year, worth almost $25.0bn
• Movistar (No.2; $13.0bn) and Iberdrola (No.3; $9.7bn) complete the top three
• Alcohol brand Estrella Galicia joins the ranking for the first time at No.28
• Apparel and Utilities deliver most value in the Spanish brand ranking
• Future growth for Spanish brands lies in continuing to invest in brand building, and in the international opportunities that a global economy offers.
Download the Kantar BrandZ Most Valuable Spanish Brands 2024 report
Download the Kantar BrandZ Most Valuable Spanish Brands 2024 infographic
With war and inflation having an impact on both consumer income and business operating conditions, the Kantar BrandZ Top 30 Most Valuable Spanish Brands 2023 have seen an overall decline of 9% to a total value of $89.1bn.
Zara has retained its number one place as the most valuable Spanish brand for the fifth consecutive year ($18.9bn), and accounts for 21% of the entire Top 30 ranking. Telecom Provider, Movistar, is the second most valuable brand, with a brand value of $16.2bn. Mango (No.16; $1.16bn) is the fastest-riser in the 2023 Spanish brand ranking, having increased its value by 33%.
The sole new entrant is Cabify (No.28; $317m) which has made an impact on the ridesharing world by creating an innovative service and collaborating with partner apps to constantly improve its experience.
Read more on the strategies brands can take to progress in the future in the new report, which delves deeper into the growing influence of sustainability and social responsibility.
The Kantar BrandZ Top 30 Most Valuable Spanish Brands have not only managed to keep their heads above water during the trials of the past year, but together, they have grown by 11%, with the total value of the ranking now worth $97.8 billion.
Zara is Spain’s Most Valuable Brand for the fourth year running, with a brand value of $23.5 billion, followed by Movistar (No.2, $16.6 billion) and Santander (No.3, $8.4 billion).
Three newcomers from three different categories join the Spanish brand ranking: the insurer Mutua Madrileña (No.27, $499 million), hotel chain Meliá (No.22, $303), and the first unicorn, on-demand courier service, Glovo (No.20, $648 million). These three brands stand out for their performance in key measures that fuel brand equity: Meaning, Difference and Salience.
Leading Spanish brands are well-known and well-liked. They’re household names that people know they can depend on. What they tend to lack, Kantar BrandZ analysis shows, is a focus on innovation and making sure they remain relevant to the consumers. Stability is reassuring for consumers, but innovation promotes differentiation from the competition.
Explore our latest report, with insights on how to get the fundamentals of your brand’s strategy right.
