{"id":113045,"date":"2020-10-27T12:25:02","date_gmt":"2020-10-27T11:25:02","guid":{"rendered":"https:\/\/ipmark.com\/?p=113045"},"modified":"2020-10-27T15:12:39","modified_gmt":"2020-10-27T14:12:39","slug":"marcas-espanolas-mas-valiosas-de-2020","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=113045","title":{"rendered":"Zara, Movistar y Santander, las marcas espa\u00f1olas m\u00e1s valiosas de 2020"},"content":{"rendered":"<p><strong>Zara, Movistar y Santander han vuelto a posicionarse, un a\u00f1o m\u00e1s, como las marcas espa\u00f1olas m\u00e1s valiosas, aunque su precio se ha visto reducido ante el impacto de la pandemia de coronavirus, con descensos a doble d\u00edgito.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">La marca de moda de Inditex lidera por tercer a\u00f1o consecutivo el <strong>ranking de las 30 marcas espa\u00f1olas m\u00e1s valiosas del estudio BrandZ<\/strong>, elaborado por la consultora Kantar. En 2020, el valor de la r\u00fabrica ha alcanzado los <strong>22.057 millones de d\u00f3lares<\/strong>, lo que ha supuesto una<strong> ca\u00edda del 11% respecto a 2019<\/strong>, cuando su valor se situaba en los 24.801 millones.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En segunda posici\u00f3n, <strong>Movistar<\/strong>, con una valoraci\u00f3n de<strong> 16.702 millones<\/strong> y un descenso m\u00e1s acusado: del orden de un <strong>23%<\/strong>. Misma tendencia vista en <strong>Santander<\/strong>, que pasa de los <strong>9.879 millones<\/strong> a los 7.635 millones. Le siguen <strong>Iberdrola (6.408 millones)<\/strong>, <strong>BBVA (6.407 millones)<\/strong> y <strong>Endesa (5.066 millones)<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Precisamente, son las energ\u00e9ticas, <strong>Iberdrola<\/strong> y <strong>Endesa<\/strong>, las \u00fanicas ense\u00f1as que no han experimentado una ca\u00edda de su precio, navegando a contracorriente con <strong>crecimientos del 15% y 3%<\/strong>, respectivamente.\u00a0<\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"2f2e97d8-9f50-4620-b088-d299c9dac1b1\" data-type=\"interactive\" data-title=\"TOP 30 MARCAS ESPA\u00d1OLAS M\u00c1S VALIOSAS 2020\"><\/div>\n<p><script>!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");<\/script><br \/>\n<span style=\"font-weight: 400;\">En el caso de <strong>BBVA, es una de las cuatro marcas del ranking que logran la m\u00e1xima puntuaci\u00f3n en contribuci\u00f3n de marca<\/strong>, la m\u00e9trica obtenida a partir de la valoraci\u00f3n de los consumidores y que habla de la capacidad de una r\u00fabrica de responder a las necesidades de estos y de crecer, as\u00ed, a futuro. Junto a la entidad financiera, las marcas que mejor puntuaci\u00f3n obtienen en esta m\u00e9trica son <strong>Mapfre, Mahou y Cruzcampo<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En la edici\u00f3n de este a\u00f1o se han producido tres nuevas entradas. En la posici\u00f3n 12, <strong>LaLiga<\/strong>, que <strong>revaloriza la categor\u00eda de entretenimiento en el ranking un 83% al ser valorada en 1.570 millones de d\u00f3lares<\/strong>. En el puesto 29, <strong>DIA<\/strong>, con un valor de <strong>221 millones<\/strong>, y en el puesto 30, <strong>Desigual<\/strong>, que recibe la misma valoraci\u00f3n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En conjunto, el valor de las 30 marcas espa\u00f1olas m\u00e1s valiosas se ha situado en los <strong>88.420 millones de d\u00f3lares, un 15% menos que en 2019<\/strong>, debido a los efectos de la crisis sanitaria. En este sentido, <strong>Ricardo P\u00e9rez<\/strong>, director del estudio, ha recordado que \u201ccomprender los nuevos comportamientos y c\u00f3mo pueden ayudar a los consumidores a navegar por esas aguas inexploradas ser\u00e1 esencial para sobrevivir a este periodo y construir marcas m\u00e1s fuertes y resistentes\u201d.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las tres marcas m\u00e1s valiosas en Espa\u00f1a registran descensos a doble d\u00edgito, al igual que el valor total de las 30 r\u00fabricas m\u00e1s destacadas, del orden de un 15%. Iberdrola y Endesa resisten, experimentando crecimientos del 15% y 3%, respectivamente. <\/p>\n","protected":false},"author":29,"featured_media":113047,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-113045","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zara, Movistar y Santander, las marcas espa\u00f1olas m\u00e1s valiosas de 2020<\/title>\n<meta name=\"description\" content=\"Zara, Movistar y Santander han vuelto a posicionarse, un a\u00f1o m\u00e1s, como las marcas espa\u00f1olas m\u00e1s valiosas de 2020.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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