The 30 most valuable brands have not only resisted in a context marked by inflation and geopolitical instability, but have managed to grow and improve. According to the ranking Kantar Brandz 2025have managed to increase their total value by 15% compared to 2023 and reach the record figure of 115,589 million dollars.
The total value of the list has increased more than 26.4 billion dollars in two years
The consultant points out that the list is a reflection of the dynamism of the Spanish economy and positive forecasts and indicates that the total value reached consolidates the recovery of recent years. It should be remembered that in 2020 the set of the 30 most valuable Spanish brands experienced a 14% drop and the value decreased to 88,442 million dollars. In 2022 he fell again, after a slight rebound, to 89,140. This means that in the last two years the value has increased by 26,449 million dollars.
Ranking of the most valuable Spanish brands
One more year, the list is headed by Zara, whose value has grown 36% to 33,947 million dollars. In second position repeat Movistardespite a decrease of -3% and with a value of 12,619 million dollars; while BBVA Close the podium by rising positions thanks to an increase in its value of 39%, which already reaches 11,350 million dollars.
In the rest of the Top 10, slight changes are experienced: Santander advances two positions on the list and occupies the fourth place, while Iberdrola falls to fifth place. Endesa It also falls with the sixth position, while Naturgy Keep your place. For its part, CaixaBank, Mercadona and Massimo Dutti They climb positions and close the ranking.
The Kantar Brandz ranking is published at the beginning of each year, but the calculation of the value of each brand takes into consideration financial data and the perception of consumers of the previous year. On this occasion, the valuations of 85,000 respondents have been considered on 1,200 brands in 98 categories.
From Kantar they emphasize that the greater growth Massimo Dutti has experienced it, with a 50% increase in its value. They are followed by CaixaBank (+46%) and BBVA (+39%), in regards to Top 10, but Banco Sabadell has also managed to grow with an increase of 46%.
On the other hand, the Greater descents Endesa (-30%) and Iberdrola (-16%) have experienced them. Together, the brands that occupy the first ten positions of the ranking concentrate almost 80% of the total value of the list.
The consultant also values reincorporation to the ranking of Seat, en position 28 and with a value of 373 million dollars; and of Meliá., which occupies the last position of the list with a value of 340 million dollars.
The brands Energy, financial and fashion industry They are the great protagonists. Moreover, the last two categories monopolize 63% of the total value of the 30 most valuable Spanish brands.
More specifically Inditex Count five brands in the ranking: Zara, Massimo Dutti, Pull & Bear, Bershka and Stradivarius. However, Mango, in position 15 also obtains good results, and reaches a value of 1,835 million dollars.
From the consultant they explain that Spanish brands still have a margin of growth, but they must work significant differentiation. Ricardo Pérez, Head of Brand Guidance, Insights Division, Kantar Spain says: “If they prioritize the functional and emotional needs of people and offer aspects that others do not offer, this will be a catalyst for value growth“; said Ricardo Pérez, Head of Brand Guidance, Insights Division, in Kantar Spain. “This requires focusing on three strategic accelerators: encourage more people to buy, be more present and find new spaces in which to grow”
The consultant also points out that brands must work on the value they offer for their price, in order not to compromise their performance. Has analyzed this issue and concludes that Zara, Iberdrola and Estrella Galicia They stand out in their “Pricing Power”, that is, for the ability to justify what they charge.
