The Spanish brand has increased its value by 4% and is ranked 12th in the Nation Brands 2021 ranking by Brand Finance, which analyses the 100 most valuable and strongest country brands in the world. With this increase, it has recovered from the -28% drop it recorded in 2020 due to Covid-19. The world’s most valuable country brand is once again the United States with a value of 20.9 billion euros, followed ever more closely by China with 16.7 billion euros.
Spain is ranked 30th in the UN’s Global Innovation Index (GII) and 21st in the new brand value indicator. For the first time in its 13-year history, the renowned GII includes brand value as one of its main indicators. With a score of 33.29 out of 100 on the Global Innovation Index (GII) global brand value indicator, Spain is among the countries whose brand value to GDP ratio is lower than expected for the size of the economy.
Foreign companies’ assessment of the business climate in Spain has remained unchanged since last year. Specifically, the business climate in Spain scored an average of three out of five, according to the “Barometer of the Business Climate in Spain from the Foreign Investor’s Perspective”, prepared jointly by ICEX-Invest in Spain, Foreign Multinationals for the Spain brand and the IESE.
Ana Fuentes/Carlos Díaz Güell | “We were a very poor country which in the last 40 years has made a spectacular transformation. Today there are over 150,000 companies which export regularly and have exported at least in the last three years”, explains Carlos Espinosa de los Monteros, High Commissioner for the Spain Brand (Marca España), and privileged observer of the economic reality in Spain and how its business class has evolved over the last few decades.
MADRID | By Carlos Díaz Guell | A factor to bear in mind is that in the most successful exporting sectors, foreign investment punches high and has become vital to the economy and the Spain brand.