More than 250 attendees gathered at the Prado Museum
The impact that the Spain Brand has on the competitiveness of companies in foreign markets was also analyzed, in addition to its impact on attracting talent, investments, or tourism.
More than 250 attendees gathered at the event 'Spain in the world' organized by the Forum of Renowned Spanish Brands (FMRE) at the Prado Museum. In this event, which was inaugurated by the Minister of Industry, Commerce and Tourism, Reyes Maroto, and closed by the Minister of Foreign Affairs, European Union and Cooperation, Jose Manuel Albares, the image and influence of our country in the world was analyzed from the points of view economic, political and social.
At this event, which was attended by numerous executives from member companies of FMRE and representatives of various institutions that make up its board, they reflected on the image and international influence from Spain. Also analyzed was the impact that the Spain Brand has on the competitiveness of companies across foreign markets, in addition to its impact on attracting talent, investments, or tourism.
The inauguration was led by the president of the Royal Board of Trustees of the Prado Museum, Javier Solana, and Minister of Industry, Commerce and Tourism, Reyes Maroto, who stated that “one of our priorities is to strengthen public-private collaboration, so the FMRE is an excellent instrument to enhance our country image, without a doubt a competitiveness factor and key in the internationalization strategy. The ministry shares with the Forum to increase the degree of sophistication of the Spanish offer with factors such as brand, design and innovation, factors that increase the value of our products and services. Brands have become engines of growth, generating a positive effect on the commercial image of our country.”
Pablo López, general director of the FMRE, explained in his presentation the new stage begun under the Honorary Presidency of HM the King and the creation of the figure of the Protective Members. In his presentation, López developed the territories in which the FMRE operates: intangibles, internationalization and the Spain Brand in its economic and business dimension. He also explained the problem of knowledge of the Spanish reality and its attributes, an aspect that improves with closer knowledge, “something that can be promoted with greater communication and influence, in addition to greater coordination of the different agents involved with a long-term vision. ”. He also commented on the four premises that make up the FMRE strategy around Brand Spain: “discovery, credibility, Made By Spain guarantee and public-private collaboration".
Jose Manuel Entrecanales, President of ACCIONA e Ignacio Osborne, president of the FMRE and Osborne, shared their points of view on the image of Spain from the business field in a dialogue. Entrecanales pointed out that “Spain has reached our rightful place in the industrial sector, although we still have a lot to do. Working with the Public Administration of other countries as a foreigner does not help, so you have to be glocal, with the capacity for integration.”
The president of the FMRE demands resources and coordination to promote the Spain Brand and the competitiveness of our companies
Recover influence in Latin America
President Elcano Royal Institute, Jose Juan Ruiz, gave the presentation 'The role of Spain in the current international scenario' in which he commented that “Spain is a great country, due to its attributes such as consolidated democracy, the health system, concern about climate change, low polarization, and the Spanish culture that does not leave anyone indifferent, in a delicate context due to the clash between democracies and autocracies.” Ruiz pointed out that our country is one of those that “has the best reputation among the G-8, But this is not the case in Latin America where we are less admirable, something that should be urgently restored.”
During the round table, moderated by the president of EFE, Gabriela Canas, the Honorary Ambassadors of the Spain Brand participated Sara Baras, dancer, choreographer and director, Maria Blasco, director of the National Cancer Research Center, Luis Garcia Montero, , director of the Cervantes Institute, and Emilio Butterflyño, Director of Institutional Relations of Real Madrid who presented their impressions about Spain's capacity to improve its country image in all its dimensions: technological and scientific, artistic, cultural and sports. In addition to sharing his perspective on how to intensify the degree of knowledge of our country in areas where we are not yet sufficiently relevant.
El president of FMRE and president of Osborne, declared that “Spain has international prestige and a positive image, but somewhat unbalanced”, based more on so-called 'soft attributes' (quality of life, culture and environment) and “less on the economic and business dimension, such as companies and recognized brands, technology and innovation or quality of products and services.” Therefore, he considered that "it is important to correct the degree of knowledge that certain countries have about Spain and also its capacity to influence, through instruments of public and economic diplomacy, for which it is necessary to dedicate resources and articulate the best coordination and public-private collaboration.”
The event was closed by the Minister of Foreign Affairs, European Union and Cooperation, Jose Manuel Albares, who stated that the ministry is actively collaborating with the FMRE in various aspects such as the accreditation of the Honorary Ambassadors of the Spain Brand to Friends of the Spain Brand in other countries. Albares pointed out that “economic diplomacy is fundamental and transversal in all areas of foreign policy, because without it there cannot be a projection of Spain, a key axis for the defense of the image and reputation, which is an intangible that affects directly to the companies.” Albares added that a new world order was taking place with a very profound change in the economic and social model, due to the war in Ukraine, which “has produced the use of economic resources as a source of geopolitical pressure. "We Europeans seek to strengthen our sovereignty based on a new growth model for 2030."
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