Zara retains the no.1 position for the third year
running
MADRID, Oct. 22, 2020 /PRNewswire/ -- LaLiga
has entered this year's BrandZ™ Top 30
Most Valuable Spanish Brands ranking as the
highest newcomer at no.12 with a brand value of $1.57 billion. In the report released today
by WPP and Kantar, the entertainment category has grown
significantly by +83% as a result of LaLiga's entry.
Uniting Spain's first and
second division professional football teams, LaLiga has recorded
strong financial growth and attracted new global audiences
following free-to-view match broadcasts on its Spanish TV channel
and via YouTube in over 150 countries.
There are two other new entries this year Dia, (no.29,
$221 million) a retail brand which
operates an international network of supermarkets close to people's
homes and has a strong online delivery capability, and
Desigual (no.30, $221
million), a fashion brand renowned for promoting
individuality, authenticity and uncomplicated lifestyles, whilst
using effective communication to celebrate diversity.
With no change to the top three, Zara ($22.0 billion) retains the no.1 spot for the
third year as Spain's most
valuable brand, followed by Movistar (no.2, $16.7 billion) and Santander (no.3,
$7.63 billion).
Demonstrating a commitment to innovation and sustainability, and
providing cleaner, renewable energy, two brands that achieved
growth in the Top 30 are the utility companies Iberdrola
(+15%, no.4, $6.41 billion) and
Endesa (+3%, no.6, $5.07
billion).
Completing the list of top five brands is the multinational
financial services company BBVA (no.5, $6.41 billion) and is one of four brands making
the greatest 'brand contribution' in the Top 30 ranking this
year.
COVID-19 accelerates existing trends
Overall brand value of the 2020 BrandZ ranking of Spanish brands
dropped -15% from $103.9 billion in
2019 to $88.4 billion this year. For
many brands, the continuing health crisis has accelerated
pre-existing trends and intensified the pressure that many
businesses were experiencing prior to COVID. Every category except
entertainment has been impacted by the pandemic.
David Roth, Chairman of
BrandZ, says: "Despite seismic shifts in the business
landscape there are huge opportunities for Spanish brands to
engineer growth. Understanding new behaviours and how they can help
consumers navigate these uncharted waters will be essential to
surviving this period and building stronger, more resilient brands
in future. That change needs to accelerate; brands can't wait for a
'new normal' to provide clear direction."
The BrandZ Top 10 Most Valuable Spanish Brands 2020
Rank
2020
|
Brand
|
Category
|
Brand value 2020
($M)
|
1
|
Zara
|
Apparel
|
22,057
|
2
|
Movistar
|
Telecom
providers
|
16,702
|
3
|
Santander
|
Banks
|
7,635
|
4
|
Iberdrola
|
Utilities
|
6,408
|
5
|
BBVA
|
Banks
|
6,407
|
6
|
Endesa
|
Utilities
|
5,066
|
7
|
Naturgy
|
Utilities
|
3,818
|
8
|
Repsol
|
Energy
|
2,176
|
9
|
Massimo
Dutti
|
Apparel
|
1,863
|
10
|
Mercadona
|
Retail
|
1,748
|
Contributing the most
Spanish brands making the greatest brand contribution to the Top
30 ranking are measured on a scale of one to five, with five being
the highest. By combining the financial value of a brand with
consumer opinions, this metric is used to measure the ability of a
brand to respond to consumers' needs. The top four brands in the
brand contribution index all obtain a high score of five and
include two alcohol brands Mahou and Cruzcampo,
followed by BBVA and Mapfre.
The competition – and the prize – is now
international
Spain's top three brands all
have considerable exposure in overseas markets, but in general the
proportion of Spanish brand value derived from overseas markets
remains low compared to other European countries. Brands that
remain dependent on domestic markets put themselves at risk,
particularly in today's connected global economy, and even the
Spanish brands that have expanded into more traditional overseas
markets, such as Portugal and
Latin America, are limiting their
growth opportunities.
Other trends highlighted in this year's BrandZ Top 30 Most
Valuable Spanish Brands report include:
- Moving beyond fame – Being famous can prove beneficial,
but too many Spanish brands are relying on consumers choosing those
that are familiar. Brands must offer a unique customer experience
while responding to consumers' emotional needs. This 'meaningful
difference' is shown by BrandZ to be the single biggest predictor
of brand power and financial growth; the lack of it in many Spanish
brands leaves them in a highly vulnerable position. Strong brands
that are meaningful and different to consumers recover more quickly
compared to competitors following a recession.
- Opportunity to improve online services – While
supermarkets have generally done a good job of ensuring stores
remain safe, there is less satisfaction with their online services.
Only 42% of Spanish consumers believe they provide an excellent
online experience, opening the way for retail brands to develop and
enhance this service.
- Millions of new shoppers – Around a quarter of
households have their shopping done by someone different as family
roles have changed in the wake of the pandemic. This creates new
retail opportunities as people try new brands and means marketing
for everyday essentials should recognise that the primary shopper
may now be someone new.
- Strong preference for 'local' – As the global pandemic
continues to suppress economic recovery in the region, consumers
are keen to support local businesses. 82% believe shopping in local
stores is important for the community, while more than half say
they are paying more attention to product origin.
Ricardo Pérez, Head of Brand Guidance, Insights Division,
Spain says: "With
so much uncertainty and adjustment taking place, consumers are
looking afresh at the brands that impact their daily lives. They
are searching for dependable brands that can provide comfort,
reliability and leadership. Being fast, flexible and adaptable,
both in practical terms and in terms of a strategic approach, is
essential now and will help brands prepare for future shocks.
Brands that invest in these attributes stand to gain considerably
from a world in flux."
The Spanish ranking, report and more can be downloaded
here and via BrandZ.com. The BrandZ app also contains the same
features and functionality for all BrandZ regional reports and can
be downloaded free for Apple IOS and all Android devices
from www.brandz.com/mobile or by searching for BrandZ in
the respective iTunes or Google Play app stores.
About the BrandZ™ Top 30 Most Valuable
Spanish Brands Ranking
Commissioned by WPP, the valuation behind the BrandZ™ Top 30
Most Valuable Spanish Brands was conducted by brand equity research
experts Kantar. The methodology mirrors that used to calculate the
annual BrandZ Top 100 Most Valuable Global Brands ranking, which is
now in its 15th year.
The ranking combines rigorously analysed market data from
Bloomberg with extensive consumer insights from over 3.8 million
consumers around the world, covering more than 17,801 different
brands in over 51 markets – including opinions from over 67,300
Spanish consumers on over 770 brands in 55 categories.
Grounded in consumer opinion, BrandZTM analysis
enables businesses to identify their brand's strength in the market
and provides clear strategic guidance on how to boost value for the
long-term.
The BrandZ™ Top 30 Most Valuable Spanish Brands is the most
definitive and robust ranking of the country's brands available,
and the brands ranked must meet at least one of these
eligibility criteria:
- Brand is originally created in Spain
- The brand is owned by a publicly listed company traded on a
credible stock exchange or a private company with financials
publicly available
The suite of BrandZTM brand valuation rankings and
reports currently includes Australia, Canada, China, France, Germany, India, Indonesia, Italy, Japan,
Latin America (Argentina, Brazil, Chile, Colombia, Mexico, Peru), The
Netherlands, Saudi Arabia
and the United Arab Emirates
(UAE), South Africa, Spain, the UK and the US. Access a suite of
customised reports and data packages from BrandZ via:
https://www.kantar.com/marketplace/solutions/brand-insights
About Kantar
Kantar is the world's leading evidence-based insights and
consulting company. We have a complete, unique and rounded
understanding of how people think, feel and act; globally and
locally in over 90 markets. By combining the deep expertise of our
people, our data resources and benchmarks, our innovative analytics
and technology, we help our clients understand
people and inspire growth. For more
information, visit www.kantar.com
About WPP
WPP is a creative transformation company. We use the power
of creativity to build better futures for our people, clients and
communities. For more information, visit www.wpp.com
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