Spanish retailer El Corte Inglés has again ended up on Brand Finance's top 100 list of most valuable brands in Spain, moving up two spots to number 7.
The London-based consultant firm assessed the chain's brand value at $3.04 billion, an increase of 20% from 2016.
Banking institution Santander took the top spot, with a brand value of $14.1 billion. Clothing companies such as Zara, telecommunication firms including Movistar, and gas companies such as Iberdrola filled out the top 10.
Rival Mercadona just missed the cutoff, as it ranked in 11th place (a fall of 5 spots from 2016), and the DIA group entered the top 100 for the first time, in 24th place. Basque competitor Eroski took 29th place.
The consulting firm calculated brand value using a multi-step process it dubbed the 'Royalty Relief Approach', which estimates the probable future sales of a given brand and calculates a royalty rate for the use of the brand, i.e. what the owner would have to pay to use it, assuming the brand was not already owned.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: The European Supermarket Magazine.
