- Marca España
Internationalisation and country branding, key concepts for Leading Brands of Spain Forum in 2015
The Leading Brands of Spain Forum (Spanish acronym: FMRE) has recently published its Activity Report 2015, containing more than 50 activities and projects organised and carried out last year with the aim of promoting brand internationalisation and boosting the image of our country by relying on our leading brands.
These included participation in the International Tourism Fair in Spain (FITUR), the project ‘Tourism, Brands and Exports’ and the World Travel & Tourism Council (WTTC) Global Summit 2015 in Madrid.
There were also discussion panels about brand internationalisation, such as ‘The TIB Effect: Talent, Internationalisation and Branding’, organised jointly with ESIC Business & Marketing School and the Bilbao Chamber of Commerce, or ‘Brand internationalisation 2015’, a series of meetings planned with the Spanish Chamber of Commerce.
In addition, books were published like Crear la Marca Global. Modelo práctico de creación e internacionalización de marcas (Creating the Global Brand: A Practical Model for Brand Creation and Internationalisation), published by FMRE and ESIC Editorial, and introduced at the 3rd Internationalisation Summit.
Other FMRE activities and events were Indelebles. Un viaje por la historia y la presencia internacional de las marcas españolas (‘Indelible: A Journey Through the History of Spanish Brands and Their International Presence’), an exhibition organised with the Spanish Patent and Trademark Office (Spanish acronym: OEPM) and Marca España, and Re-Marca, a game app that showed why FMRE was an official sponsor of the Gamification World Congress 2015.
How to launch your brand in the global market
The FMRE Activity Report 2015 also shows the importance of international markets as reflected in activities like the talk by marketing professor and author Jan-Benedict Steenkamp (University of North Carolina at Chapel Hill), who discussed the keys to a successful brand launch into the global market.
In his lecture, titled `Taking Your Brand Global: How Spanish Brands Can Succeed Internationally’, Mr Steenkamp mentioned organic growth and takeover as the two traditional forms of internationalisation. He pointed out quality, innovation and design as values – strengths – associated with the geographic origin of Spanish brands. Finally, he referred to e-channels as the most effective for internationalisation in today’s world.