Mercadona is the Spanish brand included in the ranking of the most valuable world that increases its brand value, 31.7% more than in 2021, uploading 50 positions in the ranking: from 412 to 362.According to the analysis, the increase in the value of the brand is mainly due to the forecast of higher income and the brand strength.The Valencian brand has benefited from its digital strategy and the sustainable model to increase its brand value that has also benefited from having opted for its expansion strategy in several regions.
Santander Bank, Zara, The English Court, BBVVA, Movistar and Repsol are the other Spanish brands that appear this year among the 500 most valuable teachers in the world, according to the 500 2022 Global Ranking of the consultant Brand Finance, led again by Apple.
Together, the seven Spanish brands add up to 52.600 million euros, 4% more than in 2021 (50.250 million euros).Although they begin to recover the value lost in 2021, they still have a long way to go, according to the analysis, until reaching again the value that the Spanish brands contributed to the ranking in 2020 (59.302 million, 12.7% more) and 2019 (75.952 million euros, 44.4% more).
Specifically, Santander Bank, present in the ranking since 2012, increases its brand value promoted by the improvement of financial results in 2021 (exceeding the forecasts of analysts), since banks around the worldThey grow again after a turbulent 2020 while economies recover from the Covid-19 pandemic and banks play an important role in recovery.
This causes the entity chaired by Ana Botín.
Zara, meanwhile, keeps second place among the most valuable Spanish brands in the international ranking.Although it only increases its value by 0.1%, it represents a "great recovery" compared to 14.9% that lost in 2021.
According to the analysis, the slight increase in its brand value and the fall of eleven positions in the ranking (from 140 to 151) is due to a drop in the scores of current income and the planned margin.However, income forecast experienced a strong increase, since clothing brands are recovering from pandemic.
Likewise, the English Court is one of the three Spanish brands that have increased its brand value (+16.5%) with Mercadona (+31.7%) and Repsol (+24.1%).
The value of the brand of the Spanish distribution giant brand has increased mainly thanks to the strong planned income and the brand strength.Despite the effects of the pandemic, the brand has registered sales growth mainly thanks to the investment in electronic commerce, which has promoted the 'online' sales of the brand.
On the other hand, according to the analysis, BBVA has favored the cessation of conversations about its merger with Banco Sabadell, but the sale of the United States business to PNC has contributed to the decrease in income forecast and the value of the brand(-9.9%).
Specifically, the Bank's brand 75 positions in the ranking, from 251 to 326.
Regarding Movistar, despite the fact that the growth rate is similar to that of last year, the decrease in income has caused a negative impact on the value of the brand, which falls 17.7%, the Spanish ranking brandthat records greater fall.
Likewise, the brand strength (BSI) has also decreased due to a lower score in the metric analyzed.Pandemia negatively affected income, but the sector is expected to grow again in 2022.
Repsol, meanwhile, re -joined in 368 ranking after it came out in 2020.Due to high oil prices and the improvement of trimester to trimester, the forecasts for Repsol are much higher than last year, and it is expected that it reaches income prior to COVID-19 in 2022 and that subsequently decrease.
Finally, 14 Spanish brands have been present in the Ranking Brand Finance Global 500 in the last ten years.In addition to the seven that represent Spain this year, others such as Ferrovial, Eroski, Endesa, Mapfre, Natural Gas, Iberdrola or CaixaBank have been present among the 500 most valuable brands on international scale but have failed to stay year after year after year.
Ana Patricia Botín,Juan Roig,BBVA,Santander Bank,El Corte Ingles,Endesa,Ferrovial,Mercadona,Movistar,Repsol,Forbes,SupermercadosTendencias