The September issue of Moneda Única, a financial magazine specialising in international trade, featured an interview with Miguel Otero, in which the General Manager of the Leading Brands of Spain Forum analysed the partnership agreements and joint projects between FMRE and the Spanish trade administration, and stressed the strategic importance of the brand when competing in international markets. “Because of globalisation, no industry or business is free of competition from other brands or distributor brands. Therefore, only companies that invest in innovation to differentiate their brands will survive in the future,” said Miguel Otero.The General Manager of the Leading Brands of Spain Forum speaks about the joint projects between the FMRE and the Spanish business administration. In particular, he mentions the Support Plan for Spanish Brands, which was created by ICEX in 2003, and in which the FMRE is participating this year in three areas: the promotion and dissemination of the Plan, the provision of advice to ICEX on the applications submitted by companies, and an overall analysis of the results with a view to strengthening and, when necessary, reforming it in 2008.
Another initiative currently underway is the Spanish Ambassador Brand Plan, presented to the Spanish business administration last March. The aforementioned plan aims to reposition the Spain Brand using the brand ambassadors, and aims to have a catalyst effect, whereby the leading brands facilitate the internationalisation of other Spanish brands.
