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Can Spain benefit from the strong position of successful Spanish companies abroad by reinforcing and launching its own brand during the crisis? What tools can be used to achieve this, in what sectors and what would be the basis for the project titled Spain?
In order to reconstruct Spain’s brand abroad, apart from improving the reputation by changing the country’s internal reality, it is necessary to align prestige and recognition achieved by the brands of Spanish companies abroad with the country itself, creating synergies and sharing meanings and values between the two.
But in order to achieve this, it is also necessary to improve the brand of Spain. Only by doing this it will be possible to restore the reputation damaged in the last years due to the economic crisis. Besides, it is important to improve the “hard” aspects of the reputation, such as quality, innovation and productivity – in all these elements Spain still lags behind.