The edition of this 2023 stands out especially for the change in trend in the criteria valued, and consequently, in the names that lead it
This week Brand Finance published its annual report on the 100 Spanish brands with more courage and strength than Spain. This study also includes a ranking of the best brand guardians (main business leaders) in our country. The edition of this 2023 stands out especially for the Change of trend in the criteria valued, and consequently, in the names that lead it.
The guardians and promoters of the reputation of Spanish brands, and, therefore, of the Spain brand, have been valued this year for their management capacity in an adverse and uncertain social and economic context. According to Brand Finance, at present, they are the “commercial leadership& rdquor; and the “inspiration of positive changes & rdquor; the two main levers on which brand reputation is built and maintained. Two axes on which brand guardians must develop a strategy focused on commercial results to face the complicated circumstances of the current market.
Given these new parameters, leads the Brand Finance 2023 ranking Juan Roig, president of Mercadona, a position driven by a significant increase in his scores within the investment parameter. Roig is perceived as a manager concerned with the long-term sustainable value of the brand.
In second place is Javier Sanchez-Prieto, Executive Chairman of Iberia, who, despite his short time in office, stands out for his good appraisal by employees, as well as for his long-term strategic vision.
Close the podium Oscar Mayo, executive general director of LaLiga, the only executive in the sports industry in this ranking, and who demonstrates the change in the factors that are valued in a good guardian of brand reputation. Mayo stands out from the rest of the leaders for having the highest score in employee approval, as well as for having the highest rate of understanding of the importance of the brand and the reputation of the organization. These scoring records are due to his management based on a brand vision of the future that he articulates through innovative agreements such as those that have allowed him to create the new joint venture with globanta technological project that will create disruptive sports and entertainment experiences around the world.
Behind Óscar Mayo are names such as Anthony Huertaspresident of Mapfre, Jose Maria Alvarez-Pallete Lopez, president of Telefónica, or Jose Manuel EntrecanalesPresident and CEO of Acciona.