The Leading Brands Forum focuses on the Spain Brand and its global position

 

The Annual Conference 'Brand Spain: vision and challenges', organized by the Forum of Renowned Spanish Brands (FMRE), brought together a large number of attendees at the National Music Auditorium in Madrid to address the role of the Spain Brand in the foreign competitiveness of the companies. The meeting served as a platform to discuss the challenges and opportunities presented in a global landscape marked by the innovation, sustainability and geopolitical uncertainty.

 

The official opening was carried out by Amparo López Senovilla, Secretary of State for Commerce, and Sofia Osborne, President of the FMRE.

 

Diversification of destinations in the face of protectionism

 

Amparo López Senovilla reviewed the current geopolitical situation, identifying five key factors that have shaped it: the pandemic, the war in Ukraine, the Sino-American rivalry, the rise of new protectionism and digital revolutionThese elements, according to the Secretary of State, offer a diversification opportunity both in destinations and in sectors for Spanish internationalization.

 

López Senovilla highlighted Spain's role in new scenarios and the acceleration of trade agreements with other regions:The importance of the new EU-Mercosur agreement, as well as agreements with the ASEAN region and Africa, lies in the fact that the EU aims to be a strategic partner in trade, investment, and infrastructure in these areas. Spain can play a prominent role in this continent. The rise of protectionism has accelerated trade agreements with other regions.".

 

For her part, Sofía Osborne He championed the leading companies , the drivers of the business fabric, highlighting its contribution to social welfare and the importance of a rules-based international order that promotes trade. The president of the FMRE emphasized the need for a close collaboration among all actors in society and the Administration to strengthen the Spain Brand.

 

The Secretary of State for Trade highlighted the importance of diversifying destinations following the rise of protectionism

 

Talent and innovation: Spain's added value

 

One of the central panels, moderated by Pablo Lopez Gil, General Director of the FMRE, focused on the competitiveness of the Spain Brand in the new international context. It was attended by leaders of large companies and government officials, such as Belen Garijo (President and CEO of the Merck Group), Jaume Miguel (President and CEO of the Tendam Group), Pilar Martínez-Cosentino (CEO of the Cosentino Group) and Nuria Aymerich (Special Commissioner for Industrial and SME Competitiveness).

 

Belen Garijo, honorary ambassador of the Spain Brand, highlighted the prestige of Spanish talent at a global level:Spain is a strategic hub for scientific and technological production for several international companies, enjoying a very high level of global recognition, in addition to our advanced digital infrastructure. Spain must catalyze and participate in this innovation across Europe to enhance its global competitiveness.".

 

Jaume Miguel He highlighted the resilience of Spanish managers and pointed out that the three pillars of competitiveness are the technology, talent and sizeThe Tendam Group executive also urged greater “unity for the achievement of common goals to take advantage of the current economic climateIn the fashion sector, he highlighted that Spain offersa very good balance between price and quality and a large industrial network of SMEs with the challenge of becoming large".

 

From the industrial sector, Pilar Martínez-Cosentino agreed that talent It is a crucial competitive advantage, but it requires a a firm commitment to innovation, digitalization and productivity, And a More agile administration that responds to economic rhythms. He mentioned that the bet on design es key to competing on value, an area where Spain excels.

 

Finally, Nuria Aymerich He added other critical factors for competitiveness, such as talent development, the ability to generate or import knowledge, decarbonization, and administrative agility, in addition to highlighting its tourist appeal and leadership in renewable energy the country.

 

The event also included a dialogue on science and culture with the honorary ambassadors Luis Garcia Montero y Juan Luis Arsuagawho emphasized the good reputation of the Spanish researchers abroad, and concluded with a musical performance by the soprano Ainhoa ​​Arteta.

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