Specifically, Banco Santander, 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.
On the other hand, 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.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.A total of 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.
On the other hand, the Brand Finance brand guard index has expanded and now classifies the 250 main executive directors of the world.Thus, the main brand guardian this year is Satya Nadella, from Microsoft.Nadella, who also became president this year, has been recognized by the review of Microsoft's fortune by changing her culture towards a more focused on teamwork, innovation and inclusion, and instilling a growth mentality throughout the company.
In 189, Víctor del Pozo, CEO of El Corte Inglés since October 2017 is the only representation of Spain in the ranking.Del Pozo manages to increase 19.4 points in the Brand Guardians Index, 15 % more than in 2021.The 'Top 10' of the classification is dominated by the Guardians of the brand of the technology and media sectors.Tim Cook occupies second place, after supervising Apple's record year, which became the first company to reach a market valuation of 3 billion dollars.
Cook is accompanied by the brands of the brand of a series of known brands, with Huateng Ma de Tencent (fourth), S sundarclassification.
