Zara leads the inaugural ranking at $25.1bn thanks to its revolutionary ‘fast fashion’ approach to retailing across more than 2,200 stores in 93 markets. Its design savvy combined with innovative supply chain and logistics enable it to develop and launch new collections in days and weeks, rather than months as is the industry norm. Movistar, with a value of $22bn, is the second most valuable brand and rounding out the Top 5 are Santander ($8.8bn), BBVA ($7.9bn) and Iberdrola ($5.3bn).
The valuation behind the BrandZ™ Top 30 Most Valuable Spanish Brands was conducted by Kantar Millward Brown, which specializes in brand equity research and brand valuation. The methodology mirrors that used to calculate the annual BrandZ Top 100 Most Valuable Global Brands ranking, which is now in its 12th year.
Commissioned by Kantar, the ranking combines rigorously analysed financial data from Bloomberg with the opinions of over 35,000 Spanish consumers since 2007, gathered for over 2,779 brands in more than 44 categories. The brands ranked all meet these eligibility criteria:
- The brand was originally created by a Spanish enterprise;
- The brand is owned by a publicly traded enterprise, or its financials are published in the public domain
This approach produced a carefully conceived ranking of brands in 11 consumer-facing categories, including cars, energy providers, apparel, banks and entertainment. The ranking does not include any business-to-business brands, regardless of value; they are outside the scope of this report.
For the complete Top 30 Most Valuable Spanish Brands ranking and the report, click here.