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What were the most valuable Spanish brands in 2015?

What are the most valuable Spanish brands?

An Interbrand report presents the most valuable Spanish brands in 2015. Brands with a critical vision, capable of adapting to the world around them and that have been able to implement an effective digital transformation. At Uzink, specialized in branding agency, we want to share the results of the report and analyze Interbrand's certified methodology to better understand the importance of global brand management.

Who is who? The most valuable Spanish brands in 2015

The first 10 in the ranking

  1. Movistar (+5%)
  2. Zara (+23%)
  3. Santander (+24%)
  4. BBVA (+16%)
  5. Bershka (+30%)
  6. The Caixa +8%)
  7. Repsol (+7%)
  8. Iberdrola +4%)
  9. Mapfre (+28%)
  10. Mercadona (+18%)

The 3 new additions

  1. Unequal
  2. Seat
  3. Bankinter

The 5 Spanish brands that have grown the most

  1. Bankia (+47%)
  2. Bershka (+30%)
  3. Mapfre +28%)
  4. Massimo Dutti (+28%)
  5. Santander (+24%)

The curiosities of the ranking

  • Of the 5 Spanish fashion brands present in the ranking, 3 belong to Inditex (Zara, Bershka and Massimo Dutti).
  • The only 2 brands that appear classified in Sports are also the two rivals par excellence: Real Madrid and FC Barcelona.
  • Despite being the brands that arouse the most suspicion among the final consumer, the “Financial Services” category is the most represented with up to 9 companies: Santander, BBVA, CaixaBank, Mapfre, Bankia, Popular, Sabadell, Bankinter and Mutua Madrileña.

How is it calculated? The interbrand method

Interbrand's methodology, the first to obtain an ISO certification, aims to turn the intangible into the tangible. To achieve this, 3 fundamental aspects are analyzed:

  • El Financial results of the brand's products and services.
  • El Brand Paper in the purchase decision excluding other external aspects such as price.
  • La Brand Strength that analyzes its strength against the competition and is calculated through 10 factors: Relevance, Authenticity, Differentiation, Consistency, Presence, Understanding, Clarity, Commitment, Responsiveness and Protection.

It is not a scientific method and therefore it is subjective. However, we like to look at this methodology to highlight the importance of taking care of the most important asset of our company from a strategic point of view. Without a doubt, the interbrand report shows us that the 30 most valuable Spanish brands know very well that in order to achieve financial results, lead markets and remain competitive, they have to work on the strength of their brands.

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