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On 7 February the newspaper, Expansion, published an opinion column, titled “Political Brands”, written by the Managing Director of the Leading Brands of Spain Forum, Miguel Otero, in which he lamented the lack of proposals related to the globalisation of the economy in the last electoral campaign, and proposed that after the elections the international projection of companies and brands should be encouraged.

Miguel Knoll claims that in order to maintain a high level of economic activity, it is necessary to act on four key factors of globalisation: tourist revenues, foreign investment, development, recruitment and establishing companies and brands abroad. In order to obtain globalisation, Spain needs to recognise the importance of the business capital, which means more brands with international projection, leading their activity sectors, competing regarding innovation, differentiation and control of the distribution network of their products and services, and generating a positive image of Spain abroad as driving forces for all Spanish brands.

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