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INTERES Invest in Spain and ICEX host a meeting on nation branding and its role in developing businesses in the global marketplace

Madrid, July 9. INTERÉS Invest in Spain and ICEX have inaugurated the discussion forum “Nation branding as the key to the internationalization of the Spanish economy”. The three-day event will be held at El Escorial to discuss the importance of the image a country projects as regards the process of business internationalization and the transformation of the España (Spain) Brand over the last twenty years. Having a strong brand image as a country gives companies a competitive edge in foreign markets and serves as a highly effective tool to boost the internationalization of the economy as a whole.

In an increasingly competitive and globalized market with a growing number of players, institutions like INTERES and ICEX are implementing action plans aimed at positioning Spain in the international marketplace. In pursuit of this goal, the Ministry of Industry, Tourism and Trade has recently announced in Parliament that it is launching an image promotion plan called “Made in Spain, Made by Spain”, with direct collaboration from ICEX and INTERES. The plan is set to be rolled out first in the United States as of October and is expected to run over two years (2008-2010), with an initial budget of 20 million euros.

Ángel Martín Acebes, Executive Vice President of ICEX, stated, “one of the strategic objectives of our organization, included in the new Strategic Plan 2009-2012, is to extend knowledge of the image of Spanish goods and services abroad. Apart from exploring new ideas and designs from mature sectors which enjoy international prestige, ICEX will also boost programs such as “España, Technology For Life”, which aims to showcase the excellence of Spanish industry in terms of research and development in leading-edge sectors”.

According to Begoña Cristeto, CEO of INTERES Invest in Spain, “if we manage to generate a positive perception of our country, this will help promote the internationalization of Spanish companies and increase inward flows of Foreign Direct Investment (FDI), bringing in new investment and growing businesses already established here”.

Key points of the sessions

During the various presentations and roundtables participants will examine the evolution of the image of countries such as India and Ireland, which have managed to transform their nation brand on the international stage.

Keynote speakers at the event include Simon Anholt, the creator of nation branding and Ramesh Sharma, responsible for promoting India’s new image, who highlight that brands help grow profits by increasing consumer preference and loyalty. In a global market, driven by fierce economic competitiveness, differentiation is needed in all areas of business.

Other experts attending the meeting include Javier Noya from the Real Instituto El Cano, Gonzalo Brujo from Interbrand, Carlos Sánchez from DIRCOM, Julio Cerviño from the Universidad Carlos III and Balbino Prieto from the Club de Exportadores e Inversores Españoles.

Sporting triumphs supporting projection

The role international sporting events play in strengthening nation branding will also be discussed in terms of the global reputation a country enjoys. Events such as Barcelona 92, the Americas Cup or London 2012 will all be covered at the forum.

Recent victories by the Spanish football team or the tennis player Rafael Nadal help boost the image of Spain enormously. “All this projects an image of a Spain brimming with youth, team spirit, innovation, creativity and talent, which are all aspects that could represent the new key factors of Spanish companies’ competitiveness in the global marketplace”, stated Ángel Martín Acebes from ICEX.

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