Movistar, Telefónica, Yoigo and Cellnex, the Spanish companies that were already in the ranking

Euskaltel enters the Brand Finance ranking of the world’s most valuable telecommunications brands

  • The Spanish presence in the sectorial ranking of telecommunications brand value increases. Euskaltel joins Movistar, Telefónica, Yoigo and Cellnex among the most valuable brands in the world.
  • The two brands of the Telefónica Group, Movistar and Telefónica, decrease in value and brand strength but continue to be the first among the Spanish ones.
  • Yoigo is the only Spanish in the ranking that increases both in value (20.1%) and in brand strength (+4 points). Cellnex is the one with the greatest increase in brand value (28.4%).
  • The 150 brands in the sector have lost a cumulative 68 billion in brand value compared to 2020.
  • Verizon extends lead ahead of AT&T as the world’s most valuable telecommunications brand, brand value increased 2% to 58.6 billion euros.
  • Jio shines as the strongest and fastest growing in the world on the Brand Strength Index (BSI) with a score of 91.7 out of 100.

Access the full Brand Finance Telecoms 150 report here.

Madrid, February 23, 2021.- Euskaltel is already among the most valuable Spanish telecommunications companies in the world according to the report that assesses the 150 most valuable international brands in the sector, Telecoms 150 2021 from Brand Finance , the leading independent consultancy in valuation of intangibles whose rankings comply with the ISO 10668 and ISO 20671 of valuation and evaluation of brands respectively and that contributes with its brand value database to create one of the indicators of the UN Global Innovation Index (GII) . The American Verizon leads the brand value ranking with a value of 58.6 billion euros, + 2% compared to 2020.

With the Euskaltel Euskadi team back in “LaVuelta” after 8 years and results 24.5% higher than 2020 despite the coronavirus year, the Euskaltel brand is living a good brand trajectory, so much so that this year it has managed to enter the list of the most valuable in the world in a sector as competitive and internationally atomized as telecommunications. This year it has distributed a dividend of 25 million among its shareholders. According to the company, this would be the fifth consecutive year that it has managed to do so since it went public in 2015. In addition, it has signed a brand license agreement with the Virgin Group to use the Virgin brand ,one of the most recognized and respected brands in the world, in Spain and thus promote its national expansion strategy. The Virgin brand will coexist with the Group’s three established brands (Euskaltel, Telecable and R), which will continue to provide leading services in each of their respective regions. Euskaltel believes that the combination of its strong regional brands with the Virgin brand, which it will use at the national level, will provide excellent growth opportunities.

Teresa de Lemus , Managing Director of Brand Finance Spain : “Despite the isolation mitigated by calls and the increase in content consumption, the most valuable Spanish telecommunications brands have gone from a brand value of 11.0 billion euros to a value total mark 9.1 in one year¨

Brand value
Mark Brand Value Ranking 2021 Brand Value Ranking 2020 Variation in Brand Value Ranking Brand Value Variation
Movistar 17 13 -4 -22.7%
Telephone 68 64 -4 -20.4%
Yoigo 115 131 16 20.1%
Cellnex Telecom 123 144 twenty-one 28.4%
Euskaltel 145 New 12.9%

Telefónica and Movistar, both brands of the Telefónica group, this year were hard hit by COVID-19, and this has been reflected in the value and brand strength of both firms. Both companies, the most valuable telecommunications companies in Spain, fell 4 places in the sector ranking to 68 and 17 respectively. Despite continuing to be the first Spanish to appear in the ranking (they are still among the first 100 in positions 17 – Movistar- and 68 -Telefónica- in terms of brand value) both companies have decreased their value by more than 20% ( -22.7% Movistar and -20.4% Telefónica).

The outlook for the group in the coming years is not very encouraging according to our analysts and the group is expected to experience lower growth in the next period. Despite the challenging environment, Telefónica remained at the forefront of developments in the sector. Its 5G network was activated with the goal of achieving 75% coverage by the end of the year in line with the brand’s message of “reaching as many households as possible.” Telefónica has suffered a setback in the field of play when the regulatory body, CNMC, has just ruled that the Spanish operator, the owner of the rights, will continue to be obliged to share them with its rivals, Orange between them, whether they want to or not, until 2023. They also launched “Movistar Salud” and performance improvements were implemented for “Movistar Prosegur Alarmas”.

Both Yoigo and Cellnex are among the 10 brands that have grown the most in brand value. The significant expansion of the Cellnex Group’s geographic footprint (Portugal, France, the UK and Poland) is the main reason for the firm’s rapid revenue growth despite the rumors of a possible merger with American Towers . Yoigo, for its part, has seen its brand value increase thanks to the increase in the income of the Masmóvil Group , of which it is part.

Teresa de Lemus, Managing Director of Brand Finance Spain: “Perhaps we will soon see other Spanish companies in the ranking, such as Red Eléctrica, which proposes the entry of new partners for the telecommunications business built around Hispasat and the fiber optic subsidiary Reintel. “

Brand Strength Ranking

At Brand Finance we establish the Strength of the Brand, the second most important variable in addition to the Brand Value, according to three factors: “Income”, activities that support the future strength of the brand; “Fairness”, actual current insights from our market research and other data provider partners.

Brand Strength
Mark Qualification 2021 2020 qualification Brand Strength Ranking 2021 Brand Strength Ranking 2020 Brand Strength Ranking Variation Brand Strength Variation
Movistar AA + AAA- 65 40 -25 – 4.0
Telephone A + A + 138 119 -19 – 4.0
Yoigo AA AA- 103 107 4               2.6
Cellnex Telecom A + AA- 122 113 -9 – 1.4
Euskaltel AA- A + 114 New               5.7

This indicator has been negative for Movistar, Telefónica and Cellnex this year, with the two Telefónica Group brands falling 4 points, which fell 25 and 19 places in the strength ranking respectively, and -1.4 points from Cellnex Telecom, which fell 9 places to 113 Euskaltel is, of the Spanish companies, the one that registered the greatest increase (+5.7 points) followed by Yoigo (+2.6 points).

A sector that loses brand value and strength

The 150 brands in the sector have lost an accumulated 68 billion in brand value compared to 2020. In 2020, the 150 brands in the sector added an accumulated 624,742 million in 2020 compared to the 556,705 million recorded in this report.

The trend is reflected in Spanish brands. The 5 brands of 2021, including Euskaltel, add up to a total of 9.1 billion euros, -1.9 billion less than the sum of the value of the 4 Spanish brands that appeared in 2020, which amounted to 11.0 billion of euros.

In Spain, many operators put themselves at the service of their customers, including Movistar, the first to offer free content to their customers during the pandemic. All these actions affect the brand evaluation, so we will see the real impact on the brand strength index and its brand value in the coming years.

Verizon Retains No. 1 Ranking Worldwide and Region-wide

For the second year in a row, Verizon has been awarded the title of the world’s most valuable telecommunications brand after a 2% increase in brand value to 58.6 billion euros. This growth in brand value has not only driven it once again to position itself among the top 10 most valuable brands globally in the Brand Finance Global 500 2021 ranking , but has meant that the brand has continued to expand the gap that separates it from AT&T in second place (brand value down -18% to € 43.7 billion). A further 15 US brands are featured in the Brand Finance Telecoms 150 2021 ranking, with a combined brand value of € 150.6 billion.

From the 2 years ago when Verizon’s business transformation program began, Verizon 2.0 – focused on network transformation, go-to-market, brand, and business culture – the brand continues to make giant strides across the industry. The giant is widely recognized for being, among those in its category, the one with the best network and the widest coverage in the United States. And network usage increased during the pandemic, handling a staggering 800 million phone calls and 8 billion text messages a day. Verizon is making significant progress in its 5G expansion program, which now reaches more than 2,700 cities and 230 million people.

Teresa de Lemus, Managing Director Brand Finance Spain: “The Verizon brand is leveraging its brand strength to increase customer differentiation by migrating to unlimited plans and increasing adherence to content and partnerships such as Disney +, Apple and Discovery plus.”

Despite a 35.1% drop in brand value, making it the eighth fastest-falling brand in Brand Finance Telecoms 150 2021, Vivo (€ 1.3 billion brand value), is the most valuable telecommunications brand in South America. With the largest share of the Brazilian telecommunications market, Vivo is the leading fixed and wireless telephony brand in the country, even though it has been through difficult times in the last year due to the pandemic. However, the brand has taken steps towards innovation, using artificial intelligence to provide data that allows the Brazilian government to track the spread of COVID-19 throughout the country.

Other telecommunications brands in South America have also had complicated results such as the Argentine Personal (brand value of 215 million euros), which caused the brand to lose 55.8% of its value, becoming the third brand to suffer the most ranking drop. Personal’s Brazilian neighbor, Oi, is the fourth brand that has fallen the most, up 38.8% to 362 million euros. The brand has been plagued with financial problems in recent years, initially filing for bankruptcy in 2016 and running losses since. This has been compounded by the low levels of consumer recommendation and consideration we saw in our Brand Finance Global Brand Equity Monitor study, which has led to a decline in brand strength, as the Strength Index score of Oi’s brand (BSI) currently reaching 63.0 out of 100. The story is similar for the Chilean brand, VTR, which is the seventh brand that falls the most in the ranking this year, falling by 35.2% less, reaching 221 million euros. VTR’s drop in brand value is primarily attributed to a slight decline in revenue and an increase in weighted cost of capital over the past year.

Deutsche Telecom is crowned the most valuable brand in Europe

With a brand value of 43.5 billion euros, Deutsche Telekom has maintained its position as the most valuable telecommunications brand in Europe, moving up one place in the Brand Finance Telecoms 150 2021 ranking to third place. Following an impressive 20.6% growth in brand value, the fastest growing brand in the top 10, far outpacing the second fastest growing brand, Spectrum , which increased 4.8% to 18.2 billion euros.

As the largest telecommunications provider by revenue in Europe, Deutsche Telekom has reaped the rewards of its harvest by expanding to ultra-fast internet connections and increasing the popularity of its MagentaENIS service package. Last year, the German telecommunications brand also completed the merger of T-Mobile and Sprint in the US, which has significantly bolstered its total revenues, even despite the COVID-19 pandemic. With a successful merger under its belt, the telecoms giant is now looking back to Europe for further expansion, an effort likely to lead to greater success in the coming year.

Jio shines as the fastest growing and strongest brand in the world

In addition to measuring overall brand equity, Brand Finance also assesses the relative strength of brands, based on factors such as marketing investment, customer perceptions, employee satisfaction, and corporate reputation. Along with revenue forecasts, brand strength is a crucial factor in brand equity.

Indian telecom giant Jio is shaking up the industry as the world’s strongest telecom brand, with a Brand Strength Score (BSI) of 91.7 out of 100 and a Brand Strength rating of AAA +.

Despite its recent founding in 2016, Jio has quickly become the largest mobile network operator in India and the third largest mobile network operator in the world, with nearly 400 million customers. Renowned for his incredibly affordable plans, Jio took India by storm by offering 4G to millions of users for free, simultaneously transforming the way Indians consume the internet, which is even known as the ‘Jio effect’.

The dominance of the brand across the country is also evident in the results of the market research conducted by Brand Finance. Jio scores highest on all metrics – Conversion Consideration, Reputation, Recommendation, Word of Mouth, Innovation, Customer Service, and Value for Money – compared to its telecom competitors in India. The brand does not have major weaknesses within the sector and, unlike other telecom brands globally, Jio has shown that it has broken the mold and enjoys genuine affection from consumers.

In addition to being a prominent brand for its brand strength, Jio is the brand that has grown the most in the ranking in terms of brand value, breaking the negative trend present throughout the industry, with an increase from 41.5% to 4.1 thousand millions of euros.

The Indian brand Airtel also celebrated a strong year, jumping 12 points in the ranking to 23rd after increasing the brand value of 28.3% to 5.2 billion euros.

Despite registering a 27.8% drop in brand value, China Mobile (€ 32 billion brand value) remains the most valuable brand in the region, followed by China Telecom (down -37 , 4% brand value to 11.3 billion euros) and China Unicom (down -20% to 6.7 billion euros). Despite being in the Top 20 of Brand Finance Telecoms 2021, China’s top three telecom brands experienced more significant losses in brand value than any of their Chinese competitors.

There are several reasons for China’s declining performance within the sector, namely the decline in the number of subscribers, including large-scale cancellations of business phone numbers, and the torrential rain that resulted in some of the worst flooding in the region in more than two decades. In the first quarter of 2020 alone, China Mobile lost four million users and China Unicom lost 7.5 million. Additionally, the mid-year floods affected nearly a quarter of a million people, with 41,000 homes destroyed when the floods washed away buildings and telecommunications infrastructure.

MEA brands stand out for innovation

Etisalat has been crowned the strongest telecommunications brand in the MEA, with a Brand Strength Index (BSI) score of 87.4 out of 100 and a AAA brand strength rating, the only brand in the region to achieve this rating.

Thanks to its strategy in recent years and its recent achievement of becoming the fastest network on the planet, the brand was in a position to respond immediately to the ‘new normal’ of the pandemic, providing solutions and flexibility in a way that connect emotionally with consumers. Etisalat Group is aiming to become a truly global player.

Teresa de Lemus , Managing Director of Brand Finance Spain :

“When COVID hit in 2020, Etisalat led from the front in ensuring business continuity, robust e-government, enabling smart cities and remote learning, to help drive the UAE’s digital future. By maintaining visibility and providing the nation with the fastest network on the planet, Etisalat has earned its place as the strongest brand in the region. “

STC is the most valuable brand in the region, its brand value rose 7.5% to 7.7 billion euros, simultaneously jumping 5 positions to 13th in the ranking. STC has recently doubled the capacity of its network, without ever compromising on customer service, something the brand takes great pride in. The brand has also achieved a AAA brand rating for the first time due to its branding and business transformation. With an increase of 4.4 points of strength, it rises an impressive 22 positions in the BSI ranking.

Note to editors

Every year, Brand Finance tests 5,000 of the largest brands, assessing their strength and quantifying their value, and publishes nearly 100 reports, ranking brands across sectors and countries. The 150 most valuable telecommunications brands in the world are included in the Brand Finance Telecoms 150 2021 report.

The full Brand Finance Telecoms 150 2021 ranking, additional information, charts, more information on the methodology, as well as definitions of key terms are available in the Brand Finance Telecoms 150 2021 report.

The brand value is defined as the net economic benefit the owner of a brand to achieve the grant brand license in the open market. Brand strength is the effectiveness of a brand’s performance on intangible measures relative to its competitors. See below for a full explanation of our methodology.

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About Brand Finance

Brand Finance is the leading independent, international consulting firm in brand valuation and strategy, with offices in 20 countries. We create bridges between the areas of marketing and finance. We provide clarity to marketers, brand owners and investors when quantifying the financial value of a brand. For our experience in strategy; branding; market research; Visual identity; finance; Tax aspects and intellectual property, at Brand Finance we support the client to make the right decisions that optimize the value of a brand and the entire company by building bridges between marketing and finance.

Every year, the independent brand valuation consultancy Brand Finance values ​​the most important brands in the world. More details on the methodology and terminology, as well as the definitions of terms can be found on our Brand Finance website .

Brand Finance collaborated in the development of the international standard on financial valuation of brands, ISO 10668, as well as in the recently approved standard on brand assessment, ISO 20671. Brand Finance is under the ICAEW regulations as a public accounting firm and is the first consulting firm in brand valuation to be part of the international committee on valuation standards, IVSC.


Brand definition

The brand is defined as an intangible asset related to marketing that includes, among others, names, terms, signs, symbols, logos and designs, intended to identify goods, services or entities, creating images and distinctive associations in the minds of the parties interested. , thus generating economic benefits.

Brand value

Brand equity refers to the present value of earnings specifically related to brand reputation. Organizations own and control these profits by owning trademark rights.

All brand valuation methodologies are essentially trying to identify this, although the approach and assumptions differ. As a result, the published brand values ​​may be different.

These differences are similar to the way that equity analysts provide business valuations that are different from each other. The only way to discover “real” value is by looking at what people actually pay.

As a result, Brand Finance always incorporates a review of what brand users actually pay for brand use in the form of brand royalty agreements, found in more or less every industry in the world.

This is sometimes referred to as the “Royalty Relief” methodology and is by far the most widely used approach to brand valuations as it is grounded in reality.

It is the foundation of a public ranking, but we always augment it with a real understanding of people’s perceptions and their effects on demand, from our market research database on 3,000+ brands in 30+ markets.

Brand valuation methodology

For our ratings, Brand Finance uses the simplest and easiest-to-understand method possible to help readers understand, gain confidence, and actively use brand ratings.

Brand Finance calculates the values ​​of brands in their rankings using the Royalty Relief approach, a brand valuation method that meets the industry standards set out in ISO 10668.

Our evaluation of the Brand Strength Index or Brand Strength Index, a comprehensive scorecard of brand-related measures, also complies with ISO standards (ISO 20671) and works as a predictive tool of future changes in brand value and a dashboard to help companies improve marketing.

We do this in the following four steps:

  • Brand impact. We review what brands already pay in royalty agreements. This is augmented by an analysis of how brands impact profitability in the sector versus generic brands. This results in a range of possible royalties that could be charged in the industry by brands (for example, a range of 0% to 2% of revenue)
  • Brand strength. We adjust the rate higher or lower for brands by analyzing Brand Strength. We analyze the strength of the brand by looking at three main pillars: “Income”, which are activities that support the future strength of the brand; “Fairness”, which are actual current insights from our market research and other data partners; “Product”, which are brand-related performance measures, such as market share. Each brand is assigned a Brand Strength Index (BSI) score of 100, which feeds into the calculation of brand equity. Based on the score, each brand is assigned a corresponding brand rating up to AAA + in a format similar to a credit rating.
  • Brand impact x Brand strength. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
  • Forecast of the calculation of the brand value. We determine brand-specific revenue as a proportion of parent company’s revenue attributable to the brand in question, and we forecast that revenue by analyzing historical revenue, capital analyst forecasts, and economic growth rates. We then apply the royalty rate to the expected revenue to derive the brand’s revenue and apply the relevant valuation assumptions to arrive at an after-tax discounted present value equal to the brand’s value.


Brand Finance has produced this study with an independent and unbiased analysis. The derived values ​​and opinions presented in this study are based on publicly available information and certain assumptions Brand Finance used when such data was poor or unclear. Brand Finance accepts no responsibility and will not be liable in the event that publicly available information subsequently relied upon is inaccurate. The opinions and financial analysis expressed in the study should not be construed as investment or business advice. Brand Finance does not intend to trust the study for any reason and excludes all liability to any body, government or organization.

The data presented in this study is part of Brand Finance’s proprietary database, provided for the benefit of the media, and should not be used in whole or in part for any commercial or technical purpose without the written permission of Brand Finance.

Mike Blackman Managing Director Integrated Systems Europe


ISE MD Mike Blackman responds to the announcement by AVIXA that the InfoComm 2021 show is set to take place in Orlando in October 2021.

Dear ISE community,

Following today’s announcement that the InfoComm 2021 show will now take place in Orlando in October 2021, we want to confirm that Integrated Systems Europe, remains scheduled to open live and online on 1-4 June 2021 in its new home at the Fira Barcelona.

Whilst we recognise there continue to be challenges ahead, we are in touch with government and the relevant health authorities to constantly monitor the situation. None of us can predict how the situation will look in June, but we are hopeful that by the second quarter of 2021 we will see the world return to a new ‘normal’ with vaccines being rapidly delivered in many countries around the world.

We understand our exhibitors and partners need to make commitments that will incur cost and we do not wish to burden them unnecessarily. For this reason, if circumstances impact our ability to host an in-person event and we are forced to cancel this element of ISE, we will make this decision by 1 March.

With the backdrop of the global pandemic, our priority in recent months has been devising the means to deliver a safe and secure event for all exhibitors and visitors and we have been working closely with the City of Barcelona, the venue and relevant authorities.

In early January, Fira de Barcelona received the ‘Safe Travels’ stamp, an internationally recognised endorsement from the World Travel Tourism Council (WTTC), developed in collaboration with the specialist risk management consultancy Aon and the Hospital Clínic de Barcelona.

ISE has also published A Guide to Safe Visiting, outlining the safe practice protocols that have been put in place with the Fira Gran Vía to ensure that the visitor experience is safe and secure. The guide can be located here.

Looking ahead to June, we can confirm that today, over 37,000 sqm of space is signed up with just under 700 exhibitors confirmed and new companies continuing to book their place on the floorplan.

Next week sees online visitor registration open, coming at a time when we realise the industry is keen to ‘get back to work’ in the second half of the year. Feedback from our recent customer research shows that the industry is looking forward to meeting as soon as the situation allows and we are currently updating the research to measure current sentiment amongst both our exhibitors and visitors.

In a time where many of our industry colleagues are suffering financially or have lost their jobs or businesses, we at ISE are striving to do everything we can to contribute to the industry getting back on its feet.

I would personally like to thank all our customers, partners and colleagues within the industry which we serve and look forward to seeing you again soon.

Thank you,

Mike Blackman
Managing Director
Integrated Systems Europe

Management control, the key to business success

This introductory course will help financial professionals to take a first step towards the implementation of a Management Planning and Control structure in their company based on financial accounting and business information. From the identification of essential indicators to monitor the business, to the implementation of management accounting that allows obtaining a simple and effective scorecard.

Course duration
5-hour course from Monday to Thursday from 2:45 p.m. to 4:00 p.m. with 40% theory and 60% practical.
Dynamic learning
Students will be able to have the documentation and recording of the course as well as interact with the teacher
1. How to implement a control structure in an SME

• Main challenges in SMEs to implement a control structure.
• How to orient the accounting information towards a management control tool.
• Differentiate the strategic plan from the operational plan.
• Know how to monitor the business with a long-term perspective.

2. Transform financial accounting into management accounting

• Differences between financial accounting and management accounting.
• Management control in times of crisis.
• Management accounting as an essential tool for control.
• How to apply management accounting to evaluate departments, products, profitability.
• The budgeting process of an SME.

3. The balanced scorecard

• The usefulness of having a simple and effective scorecard.
• How to build a scorecard: selection of financial and non-financial indicators.
• Examples applied to commercial and industrial SMEs.

Interview – Brand Finance Spokesperson Teresa de Lemus,

Managing Director Brand Finance Spain

I started my professional career in Brussels in advertising self-regulatory entities and the media defending the interests of the media, advertisers and regulators against the EU. My entire professional career since then has been aimed at representing business interests in favor of their highest and best benefit. After 15 years I joined Brand Finance due to the technical rigor and the philosophy of humility and customer orientation, an activity that I combine with my three babies and that is only possible thanks to the support and family involvement of my husband.

1. What changes have you noticed during the years at the helm of Brand Finance Spain?
Spain is a very open market, not only to technical knowledge that recognizes and values ​​it, but also to the possibility of doing things differently. I have been particularly interested in these years how marketing and finance departments are receptive to new processes and ways of studying and analyzing data or information as well as using new tools to improve their results if necessary.

2. In Brand Finance you work with top-level companies, Ibex 35 companies and other large Spanish companies. What level of importance do you see that they give to the brand in these companies? Are they convinced of the strategic value of the brand in the business?
Rather, I would almost dare to say it the other way around. They are companies that have reached those levels because they understand the power of the brand and know how to manage it. The brand is the summary of your value proposition, your reputation, your trust. They have it more than clear.

3. What about all those large family businesses that are unknown to the general public but with astronomical turnover figures?
At Brand Finance, it is the type of client that we enjoy the most, since they are the ones that obtain the most attractive results and the shortest term from our advice. They are usually companies with a lot of desire to do things, but bureaucracies and intra-stories make it difficult to carry out many very interesting projects.

4. What do you think will be the keys to branding and marketing in the coming years?
The creativity. Doing things differently will always be the key but there is a false belief in thinking that this is for “daring” or those who “have a nose”. Innovating and being creative does not have to be a leap into the void, but with the appropriate analysis and data, it is necessary to know how to base it on the correct information and properly guide it towards the result with better turnover for the business in the short and long term

5. What advice would you give to the brand managers of Spanish companies?
None. They are the ones who know the business. I can only offer you tools to facilitate your work with the internal and external clients, but beyond that I would not dare.

6. We have witnessed how, during the crisis, companies that have opted for branding and communication have better resisted the impact. Do you think it is because they already had a strong brand or other actions they have launched? What advantages does having a strong brand bring to a company?
The strong brand has to not only come but stay. We all know examples of brands that have known how to reinvent themselves and take advantage of their brand to diversify and others that did not see it coming. For that you have to watch 3 fronts a lot: What you have, with whom you compete and who buys you.

7. If we look at Spain, there are few brands that we can consider truly global. What do you think it is due to and what is the recipe to increase the internationalization of our brands? What brands do you see with the greatest potential to internationalize?
Spanish brands, for ease of language, have always tended to go to Latin America, which does not have to be the most appropriate. In both expansion and diversification decisions, many variables must be taken into account, as well as short and long returns. Try to risk as little as possible.

8. What are the great challenges that a brand and its managers currently face?
At Brand Finance we work every day to “unite the Marketing and Finance departments”, that is our motto and the substance of everything we do. Providing the tools to the brands so that these two areas speak the same language is essential to grow the brand and the business. At this time, more than ever if possible, it is essential that these areas have accurate information to properly establish strategies in a context of uncertainty.

9. In the current context where there are so many sectors affected, which do you think will be the Spanish brands that will benefit the most and why? Do you have any forecast for 2021?
In general, in all contexts, the more information available to decide, the better. At Brand Finance we are continuously studying the brand and the parameters that comprise it. We have recently obtained a finding of how two variables (familiarity and consideration) impact market share. These results, published in our BrandBeta report, are one more example of how information can give you light. Not only know what market share you can aspire to obtain but also to anticipate and correct it in time if you are not on track.

10. Before finishing, would you like something else?
Monitoring and measurement tools like ours where we value and evaluate the brand not only help to make decisions but also facilitate the argumentation and defense of a job well done, of the decisions taken and above all, of knowing what to correct as and when if something it is not working as it should.


XR in Today’s Reality

To complement our RISE Spotlight event on XR, Amelia Kallman, futurist, author and chair of ISE’s XR Summit, reviews some of the areas where these technologies are making their mark right now.

While XR (extended reality) technologies have been hyped since 2014, it’s only now in the midst of the 2020 coronavirus pandemic and global economic crisis that we are really seeing the true value of virtual, augmented and mixed realities as vital to the future of business success. Across industries including healthcare, manufacturing, education, design, tourism, consumer goods and marketing, XR is helping companies secure the competitive advantage needed to survive and thrive in the years to come.

The greatest challenge the XR community faces is one the industry created itself. Early hype and evangelical proclamations oversold the limited abilities of VR and AR technologies in the early days, fuelling disappointed expectations which the industry has been trying to crawl back from for years. It may be helpful to remember that while AR and VR have been developing next to each other since the 1960s, the industry as we know it today is less than seven years old. That said, the improvements in such a relatively short period have been remarkable, but even so, people adapt and adopt at a much slower pace than the big tech companies often presume.

Forecasts and futures

It’s too simple to judge the success of this industry on how many headsets have been sold (or not sold); instead we should focus on the true business cases for XR. The future of the industry relies on its ability to live up to the promises that XR can save companies time and money, accelerate processes, measure engagement, bring people together in unique and memorable ways, and create new revenue streams that don’t only justify costs, but proportionally outweigh them.

It is projected that by 2030 XR will boost the global economy by $1.5 trillion, with the growth of jobs enhanced by VR and AR jumping from under one million in 2019, to over 20 million by 2030. This growth will partially be attributed to the prevalence of edge computing and 5G. Edge computing is the practice of capturing, processing and analysing data near where it is created, and 5G is super high-speed internet. These innovations will provide the practical infrastructure necessary for mass transmission of large data sets at higher speeds, ensuring a seamless immersive experience anywhere at any time, whether it’s through a mobile, laptop or headset. Reducing latency, improving image quality, and enabling new ecosystems of high-volume, real-time data applications, these expediting capabilities will bolster the viability and benefits of XR in our everyday lives.

Fighting Covid, tackling lockdown

One recent example from the medical industry of how VR is being used to save time and money while enabling collaboration is iMD-VR. A team of scientists from the University of Bristol have been using VR and cloud computing as a means to assist the medical community in the global fight against Covid-19. They’ve created a 3D model researchers can step inside to visualise the unique complexities of the virus, as well as test potential vaccines and cures via molecular dynamics simulations. This level of real-time international collaboration, as well as the ability to visualise and contextualise something invisible to the human eye, wouldn’t be possible otherwise. It is not only a great illustration of how VR can extend our capabilities beyond our physical means, but also how it can help accelerate vital knowledge sharing across geographic locations that could result in saving lives.

Many industries are turning to XR as a way to cope with their remote collaboration needs during varying stages of lockdowns around the world. Global strategic design and innovation consultancy Seymourpowell use VR to enable collaborative design across global teams, encouraging employees to dial in to participate in immersive meetings via tablet, phone, laptop or VR headset. The platform they use, Reality Works, was originally created in 2017 as a tool for their transport team to collaboratively create full-scale 3D vehicle designs, but now they’ve adapted it and expanded use throughout the company, even hosting impactful client pitches in VR and offering the platform to their clients.

Virtual meetings and events

We are seeing evidence that a short-term investment in an immersive platform and instigating a virtual meet-up work culture can save companies time and money in the long term. Earlier this year executive training organisation The Leadership Network moved all their physical masterclasses into the metaverse via their Gemba VR platform. Removing three nights’ accommodation, business travel and subsistence from the equation saved customers an average of £1,800 per person. It also cut down the hours employees had to be ‘out of office’, gaining companies 44% more productivity time throughout the week.

Under the pandemic the events industry has particularly suffered with many turning to Zoom, Hopin and Teams as an alternative to physical conferences. Between screen fatigue, the lack of networking options, and every event starting to look and feel the same, there is a good case to be made for the advantages of hosting in VR. European VR/AR tradeshow Virtuality completely digitalised their physical arena to reflect everything you might expect from a conference space: exhibition halls, booths, auditoriums, networking lounges, all accessible from anywhere in the world via PC, Mac and Oculus Quest. To accomplish this they’ve partnered with Manzalab Group using their digital solution Teemew Event. Many VR platforms designed to support meetings have expanded their offer to include conferencing features, like the immersive education platform Engage, which can now host up to 150 people at one time. It is unique in that it offers full bodied avatars, the ability to run events inside 360 videos, and it also offers spatial recording, which means post-event people can still experience a fully 3D replay.

Tracking eyes, hands… and brains

Advancements in eye and hand-tracking capabilities now included in many headsets offer new ways to measure customer engagement and prove ROI. A global consumer goods corporation partnered with Accenture to build a multi-user VR merchandising evaluation system where they can safely host customer focus groups to evaluate the effectiveness of product placement, advertisements and store layouts before making costly decisions. The simulation ultimately resulted in higher product sales and a greater profit margin as they were able to effectively market test before implementation, ensuring that when it came to deployment they got it right the first time.

Taking things one step further, the integration of bio-data or brain-computer-interface (BCI) technology into headset experiences can give us an even deeper insight into the nuances of customer behaviour and decision-making. EEG brainwave technology MyndPlay was integrated into OculusGo headsets to allow marketers to see which adverts perked an individual’s attention the most so they could then offer people a more personalised product. With recent studies showing 80% of customers are more likely to purchase a product or service from a brand who provides personalised recommendations and experiences, this is a trend we may see more of in the years to come.

The role of social

Using augmented reality to let shoppers ‘try before you buy’ has become even more important to retailers in 2020, adding value to the at-home shopping experience. Earlier this year Gucci partnered with Snapchat for the platform’s first global branded AR shoe try-on lenses. The AR lens overlays a digital version of four pairs of shoes on a mobile user’s feet and allows immediate purchasing via the Snap app. According to Snap data, Snapchat reaches 75% of people ages 13 to 34 and 90% of people ages 13 to 24 in the US, helping brands bond with Gen Z. Also attempting to engage the next generations, Burger King ran an immersive sweepstake during the MTV VMAs that asked viewers to scan an onscreen QR code to activate an AR experience featuring rapper Lil Yachty. People were treated to an exclusive performance, as well as coupons. This drove downloads of their app, which has become crucial to many quick-service brands since the pandemic.

The adoption of AR into our everyday lives through social media platforms like Snap and Instagram was so gradual and natural many people don’t even realise they’re using AR technology. AR has enjoyed a faster consumer adoption than the uptake of VR for several reasons: It’s less expensive to create and free to use, it can be activated through hardware we all already own and have on our bodies most of the time, and it services a very basic function, even if that function is to simply make us look cool online.

The evolution of AR and MR (mixed reality) technologies has the potential to be quite profound however, fundamentally changing the way we interact with the world around us. Recently acquired by FacebookScape Technologies uses AI, computer vision and cloud computing to geopin AR and MR content to specific locations. Effectively this means that in the future the entire world will become real estate for interactive, shoppable digital signage viewed via phones, glasses and, sooner than one may think, contact lenses or implants. While today we might use AR to map a path to physical locations while receiving pop-up ads on our phones, tomorrow these ads may be integrated and activated by our physical environments opening up new opportunities for personalisation, gamification and revenue streams. As we go back to physical environments, whether it be retail shops or museums or other entertainment facilities, AR activations will play a significant in role in our ability to deliver information and engaging experiences while keeping everyone safe.

Moving off mobile

Moving this engagement from the mobile to a ‘heads up’ experience is a space many start-ups are currently vying for. Predicted to disrupt the dreams of young companies in this arena is Apple, which has secured a number of patents for its forthcoming AR glasses. Said to use the iPhone as the computer behind the glasses’ AR functions, this would instantly give Apple a market advantage, as well as remove the weight and subsequent unattractiveness of many of the prototypes we’ve been seeing. One of Apple’s latest patents focused on the ability of lenses to automatically adjust according to the eyesight of its user. It suggests that the optical module associated with individual eyes will be able to modify displayed images to correct the user’s vision.

News of fresh innovations coming to the world of XR, along with evidence of the formation of subindustries, indicate that the industry is continuing to evolve and mature. As the technologies become more democratised, price points will continue to come down and uptake will continue to go up. With alpha-innovators beginning to prove ROI as a result of XR, more companies will have to follow suit if they want to stay in the game. While some might view the constant developments and upgrades as a sign to hold off investment until the hype curve has flattened, the companies adopting these technologies today know that by then it will be too late.

RISE Spotlight: XR in Today’s Reality took place on 15 December 2020. You can find out about the RISE Spotlight series here.

Amelia Kallman
Futurist – Speaker – Author

Amelia Kallman is a leading London futurist, speaker and author. As an innovation and technology communicator, Amelia regularly consults brands, agencies, and governments on the impact of new technologies on the future of business and our lives. She forecasts global trends and behaviours, helping clients navigate innovation, build strategies and deliver industry leading initiatives. She specialises in the emerging opportunities – as well as the risks – of machine learning and AI, big data, IOT, and the New Realities (XR: VR-AR-MR). Recent areas of study include the future of social media, the XR internet, edge computing, and the surfacing human rights issues of tomorrow. She produces and hosts the annual XR Summit as part of ISE and also hosts the XR Star podcast for AV Nation. Amelia’s writing is often featured in WIRED UK, IBC365, and The Big Reveal, her popular innovation newsletter and YouTube channel. Clients include Unilever, Tata Communications, Vodafone, Lloyd’s of London, and UK Parliament. She is a mentor, activist, and is currently writing her next book. @ameliakallman @TheBigRevealUK
Brand Finance Global Forum 2020: The Value of Design to Businesses

The 17th annual Brand Finance Global Forum will focus on Understanding the Value of Design, hosted as three one-hour-long webinars with individual speaker presentations and interactive moderated Q&A sessions.

Our final webinar in the series will focus on: The Value of Design to BusinessesPreviously held as a physical event, in response to the governmental restrictions regarding social distancing to help combat COVID-19, for the first time in seventeen years, Brand Finance will host the Global Forum online. Through effective adaptation of the programme featuring high-profile speakers and engaging topics, we expect to replicate the success of previous Forums on the new online platform, with stimulating discussions and thought-provoking insights. Via a series of live webinars, we will unwrap the issues which affect brands as they aim to leverage design for commercial success.

Design is one of the primary elements of brand identity. Given that the interpretation of a design depends on an individual’s perceptions of the brand, it is important for brands to make effective use of visual tools to strategically position themselves with stakeholders.

However, design is not solely about aesthetics and brand positioning; it is also key to how a product works and how it can be useful to the customer. In an evolving marketplace and during these particularly challenging times of COVID-19, for a brand to stay consistent, yet at the same time current and competitive, it must remain in touch with the relevance of its design to stakeholders, both in terms of perception and practicality.

The Brand Finance Global Forum 2020 will explore these topics to further understanding of how design can attract customers and impact brand value.

10 dic. 2020 02:00 p. m. en Londres

UN lists brand equity in Global Innovation Index for the first time

Using data from Brand Finance, the indicator now recognizes the contribution of brands as intangible assets to innovation in an economy.

  • The 2020 update of the Global Innovation Index (IIG) includes a brand equity metric for the first time in the study’s 13-year history.
  • The Brand Finance database that has the ISO certification with history of more than 5,000 most important brands in the world that it values ​​annually has been used to create the new measure.
  • Collaboration between UN WIPO and Brand Finance demonstrates international recognition of the importance of brands for value creation.
  • Hong Kong SAR has become the world’s leading economy in the new brand value metric, as well as the leading region in the entire country, with the highest global brand value scaled by GDP (in PPP $ ).
  • With a score of 33.29 out of 100 in the IIG’s global brand value indicator, Spain is among the countries whose brand value / GDP ratio is lower than expected for the size of the economy.

UN lists brand equity in Global Innovation Index for the first time

Access the IIG 2020 report here

Madrid, September 3, 2020.- For the first time in its 13-year history, the renowned Global Innovation Index (IIG) includes the value of the brand as one of its main indicators. The study uses findings from the ISO-certified database of the world’s 5,000 top brands analyzed annually by Brand Finance , the leading independent intangibles valuation consultancy whose rankings comply with ISO 10668 and ISO 20671 for brand valuation and evaluation. respectively.

Published by the World Intellectual Property Organization (WIPO), a specialized agency of the United Nations (UN), the IIG provides detailed metrics on the innovation performance of 131 countries and economies around the world. Its 80 indicators explore a broad view of innovation, including the political environment, knowledge and technology, infrastructure, business sophistication, and now brand equity as well.

The results of Brand Finance’s public study of the 5,000 most valuable and strongest brands in the world have been used to create a new GII indicator in 2020. The values ​​of the top brands in each economy are added and scaled by gross domestic product (GDP ). The indicator includes the contribution of brands as intangible assets to innovation in an economy. It is carried out between the metrics that collect the creative results of an economy and adds a new dimension to the evaluation of the world’s most innovative economies included in the IIG.

The Hong Kong Special Administrative Region (SAR) has become the world’s leading economy in the new brand equity metric, as well as the leading region across the country, with the highest global brand equity scaled by the GDP (in PPP $). Relative to the size of its economy, Hong Kong SAR is the most successful region in developing valuable brands, and this is a clear indicator of what is likely to happen in mainland China, which is currently ranked 17th in the same. metrics.

Experts predict that China’s GDP will exceed that of the United States by 2030. Teresa de Lemus, Managing Director of Brand Finance Spain, commented: “A nation’s brands are crucial drivers of both economic growth and economic development. Taking China as an example, we are witnessing the nation make significant progress in developing local brands, such as TikTok and Huawei , and the number of leading brands will undoubtedly continue to grow. If this accelerates, we at Brand Finance have predicted that China is likely to overtake the United States as the world’s leading economy by brand value by 2025. ”

Spain in the UN Global Innovation Index

Spain is among the economies in which the brand value / GDP ratio is lower than expected for the size of the economy. Like Spain, the large and fast-growing BRIC nations fall below the line (Graph 1 in Notes to the Editor), suggesting that their range in global brand value relative to the size of their economies leaves a significant potential for the growth of local brands. Economies that are above the trend line are the most successful in developing brands in proportion to their size.

Countries such as Central China, Italy, Australia, India, Mexico, Thailand, Russia, Belgium, Brazil or Indonesia are in a similar situation to Spain in the IIG. China and India especially, have been encouraging brand development in their homeland, in recent years, a trend that has been increased by COVID-19. As demand for these brands increases, nations will need to ensure that they are equipped to facilitate effective and efficient innovation to ultimately support the development of successful global brands.

In 2019, before including the brand value, Spain ranked 29th in the global ranking with a score of 47.85 out of 100. In 2020 Spain has decreased 2.25 points compared to the previous year to 45.60 / 100 and 30th but remains in the range of countries that are in line with expectations for level of development. This first year that the ranking includes brand equity, Spain scores 92.7 (33.29 / 100), ranking 21st for said intangible asset.

Teresa de Lemus, Managing Director of Brand Finance Spain: “With the inclusion of brand equity in the Global Innovation Index, the world’s economies have another important indicator of comparison of their intangible assets. Spain, in position 21 in the brand value ranking, already has another benchmark to be measured with the rest of the economies in addition to the Soft Power ranking where, in position 16 with a score of 47.6 / 100, our country stood out for being the nation with the funniest and friendliest inhabitants in the world. Two key references to improve not only our country brand but our global positioning ”.

See page 324 of the report.

A leading benchmark for measuring the innovation performance of an economy

The IIG ranking has become the global benchmark for government and business leaders, facilitating public-private dialogue and helping professionals and experts to credibly assess the annual progress of innovation around the world. The inclusion of brand equity among the IIG indicators demonstrates international recognition of the importance of brands for value creation, especially in supporting economic recovery, and the growing consensus on the need for a reliable and independent intangible valuation of assets.

Teresa de Lemus, Managing Director of Brand Finance Spain: “After 25 years of pioneering the discipline of brand valuation, Brand Finance is proud to partner with WIPO to create this important new measure of innovation. Brands create value and will help lift the global economy out of the recession caused by COVID-19. There has never been a more important time to recognize the role of brands. “

Sacha Wunsch-Vincent, co  editor and head of IIG, Department of Economics and Data Analysis, noted: “Innovation and branding go hand in hand; Brands are, in fact, a key way for companies to get returns on their R&D investments. We are pleased that IIG 2020 now includes branding, this important dimension of intangible assets. ”

After the launch of the IIG, David Haigh, CEO of Brand Finance will participate in the next 45th World Congress of the International Advertising Association (AIP) to discuss the new report “Why Brands Matter” by Brand Finance as a launch of the campaign of the AIP demonstrating the role of brands as an engine of post-COVID-19 recovery.

Analysis of the new brand equity metric

The Hong Kong Special Administrative Region (SAR) has become the world’s leading economy in the new brand equity metric, as well as the leading region across the country, with the highest global brand equity scaled by the GDP (in PPP $). Relative to the size of its economy, Hong Kong SAR is the most successful in developing valuable brands, and this is a clear indicator of what is likely to happen in mainland China, which currently ranks 17th on the same metric. .

With world-renowned sweets, watchmakers and financial services, Swiss brands have become world leaders in quality and excellence. The Swiss giant Nestlé , for example, has produced several brands that are now household names. Switzerland has one of the best global regimes for the protection of intellectual property, a key factor in promoting innovation and building successful brands. Furthermore, the strong controls on the use of the ‘Swiss made’ brand have also allowed qualified Swiss brands to differentiate themselves and leverage their nation’s reputation effectively.

Several successful small economies such as Sweden, the Netherlands and Malaysia emerge among the top spots for the economies that produce the most valuable brands.

Brand Finance analysis in Figure 1. illustrates how economies stack up in terms of their rank based solely on brand equity, compared to brand equity relative to GDP.

Economies that are above the trend line are the most successful in developing brands in proportion to their size. The economies that fall below the trend line, including Spain, are those in which the brand value / GDP ratio is lower than expected for the size of the economy. For example, large, fast-growing BRIC nations fall below the line, suggesting that their range in global brand value relative to the size of their economies leaves significant potential for local brand growth.. China and India especially, have been encouraging brand development in their homeland, in recent years, a trend more advanced by COVID-19. As demand for these brands increases, nations will need to ensure that they are equipped to facilitate effective and efficient innovation to ultimately support the development of successful global brands.

Complete Ranking – Global Brand Value

Ranking Economy Punctuation
1 Hong Kong SAR        100.0
2 Switzerland          84.2
3 Sweden          76.8
4 United States of America          73.0
5 France          63.9
6 UK          60.0
7 Malaysia          57.0
8 Republic of Korea          56.3
9 Netherlands          55.1
10 Japan          52.5
eleven Germany        51.48
12 Canada        47.81
13 Singapore        47.51
14 Denmark        47.07
fifteen Luxembourg        46.64
16 United Arab Emirates        46.27
17 Mainland China        42.47
18 Saudi Arabia        40.15
19 Viet nam        36.20
twenty Jamaica        34.11
twenty-one Spain        33.29
22 South Africa        31.42
2. 3 Italy        31.33
24 Taste        29.49
25 Finland        29.37
26 Australia        28.64
27 Ireland        25.12
28 Norway        23.41
29 Thailand        22.94
30 Mexico        22.20
31 India        22.09
32 Belgium        21.15
33 Philippines        20.92
3. 4 Austria        18.35
35 Russian Federation        17.80
36 Kuwait        17.64
37 Chile        15.66
38 Portugal        15.63
39 Poland        13.79
40 Colombia        13.59
41 Czech Republic        12.95
42 Indonesia        12.87
43 Brazil        12.13
44 Turkey        10.90
Four. Five Togo        10.16
46 Israel          7.60
47 Romania          7.22
48 New Zealand          6.75
49 Morocco          6.27
fifty Senegal          5.67
51 Burma          5.49
52 Panama          4.86
53 Bahrain          4.79
54 Kenya          4.69
55 Sri Lanka          4.60
56 Zimbabwe          4.38
57 Argentina          4.19
58 Lao People’s Democratic Republic          3.82
59 Hungary          3.78
60 Oman          3.47
61 Lebanon          3.44
62 Georgia          3.26
63 Jordan          2.79
64 Peru          2.46
65 Slovenia          2.31
66 Nigeria          2.27
67 Cyprus          2.24
68 Ivory Coast          1.99
69 Pakistan          1.59
70 Ethiopia          1.50
71 Egypt          1.50
72 Kazagistan          1.28
73 Greece          1.19
74 Slovakia          1.14
75 Costa Rica          0.95
76 Bangladesh          0.89
77 Dominican Republic          0.84
78 Iran          0.69
79 Ukraine          0.46
80 Estonia              –  
80 Latvia              –  
80 Lithuania              –  
80 Serbia              –  
80 North macedonia              –  
80 Mongolia              –  
80 Moldova              –  
80 Armenia              –  
80 Belorussia              –  
80 Uruguay              –  
80 Bosnia and Herzegovina              –  
80 Albania              –  
80 Botswana              –  
80 Rwanda              –  
80 Kyrgyzstan              –  
80 Nepal              –  
80 Paraguay              –  
80 Trinidad and Tobago              –  
80 Ecuador              –  
80 Honduras              –  
80 Namibia              –  
80 Bolivia              –  
80 Tajikistan              –  
80 Cambodia              –  
80 Uganda              –  
80 Burkina faso              –  
80 Cameroon              –  
80 Algeria              –  
80 Zambia              –  
80 Mali              –  
80 Mozambique              –  
80 Benin              –  
80 Yemen              –  


About Brand Finance

Brand Finance is the leading independent, international consulting firm in brand valuation and strategy, with offices in 20 countries. We create bridges between the areas of marketing and finance. We provide clarity to marketers, brand owners and investors, when quantifying the financial value of a brand. For our experience in strategy; branding; market research; Visual identity; finance; tax aspects and intellectual property, at Brand Finance we support the client to make the right decisions that optimize the value of a brand and of the entire company by building bridges between marketing and finance.

Every year, the independent brand valuation consultancy Brand Finance values ​​the most important brands in the world.

The brand value equivalent to the net economic benefit the owner of a brand get from llegarla to license on the open market. On the other hand, brand strength refers to how the brand performs on intangible measures compared to its competition. More details on the methodology and terminology, as well as the definitions of terms can be found on our Brand Finance website .

Brand Finance collaborated in the development of the international standard on financial valuation of brands, ISO 10668, as well as in the recently approved standard on brand assessment, ISO 20671. Brand Finance is under the ICAEW regulations as a public accounting firm and is the first consulting firm in brand valuation to be part of the international committee on valuation standards, IVSC.

The Brand Finance methodology used in the preparation of the annual rankings of the most valuable and strongest brands in the world, is certified by the North American Council, Marketing Accountability Standards Board (MASB) and complies with the Marketing Metric Audit Protocol ( MMAP) of the organization.