Mercadona lands in the ranking of the 500 most valuable brands in the world of Brand Finance , in which Spain is represented this year by seven brands ( Santander, BBVA, Zara, Movistar, Iberdrola, El Corte Inglés and the supermarket chain led by Juan Roig) and in which Repsol and Caixabank fail to maintain themselves.
The consultant has presented its latest report 'Brand Finance Global 500', led by Amazon , with a value of 199,360 million euros, in the framework of the World Economic Forum in Davos.
In addition to this report, Brand Finance has published the analysis of the 100 best valued CEOs in the world, in which the president of Telefónica, José María Álvarez-Pallete , is distinguished as the best rated Spanish CEO of 2020.
Since joining Telefónica, according to the report, Álvarez-Pallete has made important decisions and implemented significant changes in the company. Among them, it has restructured its organizational structure for Latin America, has appointed the management team for Telefónica Tech, has closed the sale of several towers and has completed the remodeling of its board of directors with the entry of two women: Verónica Pascual and Claudia Sender.
Santander and Iberdrola are the only two Spanish brands in the ranking that increase their value in 2020, while Zara , Inditex's flagship, reduces its brand value by 21% and is no longer among the top 100 most valuable brands in the world.
Specifically, the entity chaired by Ana Botín, with 827 million euros of brand value more than in 2019 (+ 5.5%), lost two positions, going from 99 to 101.
For its part, Iberdrola , the brand that most increases its value of the most international Spanish top, with 642 million more (+ 17.5%), scale 58 positions, moving to position 432 in the table.
Likewise, BBVA's brand value drops 7.7% and goes from 168th in 2019 to 192 in 2020, although in terms of Brand Strength (BSI), the entity is the Spanish brand of the ranking with greater solidity (84.6 out of 100 in 2020, 1.92 points more than in 2019), mainly due to its global brand consolidation strategy that took place in 2019.
For its part, El Corte Inglés, which reduces 40 steps to 401 position by losing its brand by 4.8% of its value, is the brand that most increases its Brand Strength, after rising 4.07 points compared to 2019, while Zara, with a business value of 10,991 million euros higher than 2019, decreases its brand value and falls 32 places in the ranking from 96 to 128, and Movistar loses fifteen steps (from 171 to 186) , according to Europa Press.
Finally, Repsol , present in 2019, fails to remain among the 500 most valued brands in the world in 2020, the same as CaixaBank , another of the Spanish companies that has not managed to remain in the Brand Finance ranking.
According to the criteria of The Trust ProjectKnow more
- The English Court
- José María Álvarez-Pallete
- Inditex Group
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