{"id":122530,"date":"2021-03-23T13:52:15","date_gmt":"2021-03-23T12:52:15","guid":{"rendered":"https:\/\/ipmark.com\/?p=122530"},"modified":"2021-03-24T11:06:23","modified_gmt":"2021-03-24T10:06:23","slug":"marcas-espanolas-mas-valiosas-3","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=122530","title":{"rendered":"Las marcas espa\u00f1olas, golpeadas por la COVID-19. Pierden valor por tercer a\u00f1o"},"content":{"rendered":"<p><strong>Santander, Zara y Movistar vuelven a encabezar el ranking de las 100 marcas m\u00e1s valiosas de Espa\u00f1a, aunque todas ellas registran un descenso en el precio de su r\u00fabrica, como consecuencia del impacto de la pandemia de coronavirus. Entre las 17 r\u00fabricas que consiguen elevar su precio, la que m\u00e1s crece es DIA, cuyo valor asciende un 40,8%.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed lo expone el informe Espa\u00f1a 100 2021 de Brand Finance, donde se recoge el ranking de las 100 marcas m\u00e1s valiosas de nuestro pa\u00eds, que, en conjunto<strong>, han perdido un 13,4% de valor de marca respecto a 2020<\/strong>. La suma total del valor de marca del ranking intersectorial es de<strong> 102.342 mil millones de euros<\/strong>, frente a los 118.190 mil millones registrados en 2020, y los 124.249 mil millones de 2019.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Santander, Zara y Movistar contin\u00faan en el Top 3 de marcas m\u00e1s valiosas a nivel nacional<\/strong>, aunque todas ellas han reducido el precio de su r\u00fabrica como consecuencia de la crisis sanitaria. La entidad financiera, valorada en 12.150 millones de euros, desciende un 23,4%. Zara, con 11.200 millones, baja un 14,9%, y Movistar, con 6.704 millones, disminuye un 22,7%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Completan el Top 5, <strong>BBVA<\/strong>, con 6.537 millones de euros despu\u00e9s de caer un 23,4%, y <strong>El Corte Ingl\u00e9s<\/strong>, valorada en 5.204 millones, tras crecer un 11,7%.\u00a0<\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"a87e6e48-ab3e-47d3-adbc-fef8d034b86b\" data-type=\"interactive\" data-title=\"MARCAS ESPA\u00d1OLAS M\u00c1S VALIOSAS\"><\/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><\/p>\n<p><span style=\"font-weight: 400;\">Esta \u00faltima se sit\u00faa entre las 17 marcas que han conseguido elevar el valor de su ense\u00f1a en este \u00faltimo a\u00f1o, aunque no es la m\u00e1s que crece. Dicho t\u00edtulo lo ha adquirido<strong> DIA, cuya valoraci\u00f3n se ha incrementado en un 40,8%<\/strong>. Le sigue <strong>MasM\u00f3vil<\/strong> (+16,5%) e <strong>Ibercaja<\/strong> (+16,4%).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De igual modo, siete marcas han entrado por primera vez en el ranking de las m\u00e1s valiosas de Espa\u00f1a.<strong> Puleva<\/strong> es, de las siete, la que se coloca m\u00e1s arriba en la lista, en el puesto 72. Le siguen <strong>Chufi<\/strong> (puesto 82), <strong>MasM\u00f3vil<\/strong> (puesto 90), <strong>Cintra<\/strong> (puesto 93), <strong>OHL<\/strong> (puesto 94), <strong>Pepephone<\/strong> (puesto 96) y<strong> Campsa<\/strong> (puesto 100).\u00a0<\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"611c1a7d-1a11-4a39-94ae-86badcde34bd\" data-type=\"interactive\" data-title=\"VALOR DE MARCA POR SECTORES ESPA\u00d1A\"><\/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><\/p>\n<h2><span style=\"font-weight: 400;\">BBVA, la marca m\u00e1s fuerte<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"><strong>BBVA<\/strong> se posiciona, por segundo a\u00f1o consecutivo, como la marca m\u00e1s fuerte de nuestro pa\u00eds, al obtener una <strong>calificaci\u00f3n de 85,2 sobre 100<\/strong>. Le sigue <strong>Mapfre<\/strong>, con una puntuaci\u00f3n de 85,1, <strong>alcanzando por primera vez una calificaci\u00f3n AAA<\/strong>, y <strong>Stradivarius<\/strong>, con 83,5 puntos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Meli\u00e1<\/strong> aumenta dos puntos su fortaleza de marca hasta los 82,9 sobre 100, situ\u00e1ndose en el cuarto puesto. Completa el Top 5 <strong>Loewe,<\/strong> que mantiene la calificaci\u00f3n AAA- y una puntuaci\u00f3n de 82,0 sobre 100.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La r\u00fabrica que m\u00e1s aumenta su fortaleza de marca es <strong>Ebro Foods<\/strong>, 9,2 puntos hasta los 59,2 sobre 100; seguida de <strong>Damm<\/strong> (+8,5 puntos hasta los 64,9), <strong>Codere<\/strong> (+6,5 hasta los 64,8), <strong>Euskaltel<\/strong> (+5,7 hasta los 67,6), <strong>MasM\u00f3vil<\/strong> (+5,4 hasta los 67,2) y <strong>Petronor<\/strong> (+5,1 hasta los 59,8 puntos).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En el lado opuesto,<strong> Ferrovial<\/strong>, <strong>cuyo valor de marca desciende un 24,7%<\/strong> y su fortaleza pierde 7,6 puntos; y <strong>Elecnor<\/strong>, con una <strong>ca\u00edda de 6,2 puntos<\/strong> hasta los 56,8 sobre 100.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Santander, Zara y Movistar vuelven a encabezar el ranking de las 100 marcas m\u00e1s valiosas de Espa\u00f1a, aunque todas ellas registran un descenso en el precio de su r\u00fabrica. <\/p>\n","protected":false},"author":29,"featured_media":122538,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[5470],"class_list":["post-122530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-coronavirus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Santander, Zara y Movistar, las marcas espa\u00f1olas m\u00e1s valiosas<\/title>\n<meta name=\"description\" content=\"Santander, Zara y Movistar vuelven a encabezar el ranking de las 100 marcas m\u00e1s valiosas de Espa\u00f1a, aunque todas ellas registran una ca\u00edda.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=122530\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Santander, Zara y Movistar, las marcas espa\u00f1olas m\u00e1s valiosas\" \/>\n<meta property=\"og:description\" content=\"Santander, Zara y Movistar vuelven a encabezar el ranking de las 100 marcas m\u00e1s valiosas de Espa\u00f1a, aunque todas ellas registran una ca\u00edda.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=122530\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-23T12:52:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-24T10:06:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/marcas-espanolas-mas-valiosas.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=122530#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=122530\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"Las marcas espa\u00f1olas, golpeadas por la COVID-19. 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