Its main mission is to monitor the evolution of the Spain brand and offer recommendations to improve its global positioning.
José María CubilloThe founder of the MESIAS Institute stated: "Our goal is to provide a comprehensive and objective view of the state of the Spain brand, in order to strengthen its competitiveness on the international stage."
MESIAS, which has almost 200 volunteers from universities and business schools, has developed key tools such as the Index of Trust in the Spanish Brand (iTRUST) and the Index of Strength of the Country Brand (iStrength). These tools allow a detailed evaluation of the perception of Spain at a global level.
In its recent report, the MESIAS Observatory on the International Image of Spanish Companies has analysed the perception of Spanish companies in 20 Latin American countries. This study offers crucial insights into the image of Spanish companies, highlighting aspects such as product quality, business ethics and social responsibility.
Carlos MartínezThe director of the MESIAS Observatory commented: “Studies conducted in Latin America offer us a clear view of how Spanish companies are perceived in the region. This information is essential for adjusting strategies and improving competitiveness in key markets.”
The Institute's technical note, entitled "The International Image of Spanish Companies in Latin America," provides a comprehensive analysis of the strengths and challenges facing companies in the region. It also offers cross-country comparisons, identifying specific opportunities and challenges.
For more information on the studies and tools developed by MESIAS, you can consult their website at messiahs.org.es.
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