Nuevos datos de Brand Finance revelan que todas las marcas españolas incluidas en el top 500 mundial crecieron a doble digito en 2025
Madrid, 21 de Enero de 2025 – Siete marcas españolas se encuentran entre las 500 más valiosas del mundo, con Santander a la cabeza como la marca española más valiosa (el valor de la marca aumentó un 16% hasta los 21,8 miles de millones de dólares). Según el informe de Brand Finance, la consultora de valoración de marcas líder en el mundo. Los bancos BBVA (un 28% más, hasta 9,2 miles de millones de dólares) y CaixaBank (un 25% más, hasta 7,1 miles de millones de dólares) también registraron un crecimiento impresionante, lo que subraya la creciente prominencia del sector bancario español. Asimismo, el gigante de la moda internacional Zara se asegura su posición como la segunda marca española más valiosa, con un valor de marca que aumenta un 11% hasta los 18,1 miles de millones de dólares. Completan el ranking Movistar en el sector de telecomunicaciones con un valor de marca de 8,6 miles de millones de dólares (crecimiento del 12%) y la energética Iberdrola que crece un 10% hasta los 5,8 miles de millones de dólares.
Pilar Alonso Ulloa, Managing Director Iberia, Brand Finance comenta:
“Todas las marcas españolas incluidas en el Global500 crecen a doble digito en 2025 como reflejo de la fortaleza de las empresas líderes del país. Sin embargo, dentro de este éxito surge una jerarquía clara. Santander, joya indiscutible de la corona, ha logrado cinco años consecutivos de crecimiento del valor de su marca, reflejo de su enfoque estratégico y desempeño consistente. Junto a Zara, la segunda marca española más valiosa, el dominio de Santander es sorprendente. Ambas marcas cuentan con valores que duplican al resto de las marcas españolas incluidas en el ranking, lo que pone de relieve la influencia que ejercen estas dos potencias en el panorama nacional español”.
Mercadona es la marca más fuerte de España, alcanzando la calificación de marca de élite AAA+. Este rating posiciona a la cadena de supermercados entre las marcas más fuertes del mundo. Su importante cuota de mercado en España, superando con creces a su competidor más cercano, ha sido un factor clave detrás de su alta calificación.
Apple vuelve a ser la marca más valiosa del mundo, con un valor de marca que aumentó un 11% hasta los 574,5 miles de millones de dólares. Este crecimiento mantiene a Apple por delante de su rival más cercano, Microsoft, cuyo valor de marca creció un 35% hasta los 461 mil millones de dólares. Excepto en 2023, cuando Apple estuvo brevemente detrás de Amazon por un margen de solo el 1%, Apple ha ocupado el primer lugar como la marca más valiosa del mundo desde 2021. Google, la tercera marca más valiosa del mundo, aumenta su valor de marca en un 24% hasta 413 mil millones de dólares. Las inversiones en curso en IA han mejorado la reputación de innovación de Google y al mismo tiempo han fortalecido su atractivo y confianza para los consumidores.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
