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Bad times for 'made in Spain'

Yesterday was held in Barcelona IV meeting specializing in brand management, which addressed the positioning of the Spanish flags abroad.

A good brand recognition and prestige may be the best strategy for a firm international position. According to Miguel Otero, director general of the Forum of brands renowned of Epana (FRME) and ex steering of Chupa Chups, this is it main subject pending of them companies Spanish.

Positioning a brand in the international scene does not necessarily imply a great investment in advertising. Zara or Starbucks Coffee are ensigns archiconocidas in good part of the markets that have not been spent or a euro in advertising.

Otero recalled yesterday, in the course of the IV meeting specialized in management of brands, held in Barcelona, some statements of the President of the chain of cafes American: “not have money to pay advertising if have that leave of side a good service, a good coffee and a personal smiling”. The day was organised by Recoletos conferences and training and sponsored by the law firm of lawyers painted Ruiz & of the Valley. The experts who participated in the Conference, among them sea Castro, Director of the strategic division of Icex, or Conrad Llorens, Managing Director of Summa – consulting firm specializing in the creation and management of brand names–, agreed that Spain is not correctly positioned overseas.

There are known as Zara, BBVA or Iberia Spanish companies, but in some cases, consumers don’t even recognize them as Spanish. Mar Castro said in his speech that “made in should be the main driver of a brand and the Spanish companies is not working”. France or Italy are two good examples of a management of brands successful. Those consumers recognize it teaches Ferrari as Italian or Yvcs Sant Laurent as French, partly because both countries have known promote their products as “truly French or Italian”. In Spain, in many cases. be single names in other language-as Pull & Bear or Massimmo Dutti-that make still more difficult for the consumer overseas identify them with a product Spanish. Otero acknowledged that, perhaps because of the similarity of the language, the main competitor of Spain in successful positioning of the brand is Italy. Both he and Castro agreed on the need to work to change the image that we have of Spain. “The relationship between a brand and their country is bidirectional: the prestige that has the country, it will have the brand national, and vice versa”, said Castro. An of the performances more necessary to change this situation is that a company is capable of differentiate is and of provide exclusivity to its brand.

The Forum of Spanish Renowned Marks (FMRE) assembles to 73 ensigns of the country, all of them leaders in its sector, with fame and fame on the Spanish market and with international presence.

The FMRE was created in Barcelona in 1980, but it was not until 1998 when 17 Catalan businessmen who founded it achieved that the project was curdling The initial idea it was that of creating an association that was promoting food marks with fame, but little by little companies of other sectors were joining. The organization is employed at the development, the defense and the promotion of the ensigns and the marks that it groups. The aggregate invoicing of its members absorbs 33 % of the Spanish GDP and a million jobs. Hillock remembers the relevancy that has a mark for the good image of the country and the need that the made in Spain begins gaining global prestige “the Spanish marks possess a big potential, but they have not been yet posicionado”, he says.


Source: Expansión

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