{"id":143602,"date":"2022-01-20T13:53:04","date_gmt":"2022-01-20T12:53:04","guid":{"rendered":"https:\/\/ipmark.com\/?p=143602"},"modified":"2022-01-20T14:10:10","modified_gmt":"2022-01-20T13:10:10","slug":"zara-marca-mas-valiosa-en-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=143602","title":{"rendered":"Zara, la marca m\u00e1s valiosa en Espa\u00f1a por cuarto a\u00f1o consecutivo"},"content":{"rendered":"<p><strong>Glovo, Mutua Madrile\u00f1a y Meli\u00e1 son las tres nuevas marcas que se incorporan a la lista de r\u00fabricas m\u00e1s valiosas en nuestro pa\u00eds, seg\u00fan el ranking Kantar BrandZ, que engloba a las 30 marcas espa\u00f1olas con mayor valor seg\u00fan su capitalizaci\u00f3n burs\u00e1til y el valor otorgado por los propios consumidores.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Por cuarto a\u00f1o consecutivo,<strong> Zara<\/strong> se posiciona como la marca m\u00e1s valiosa a nivel nacional, al alcanzar un valor de 23.355 millones de d\u00f3lares, un 20% m\u00e1s que en 2020. Le sigue <strong>Movistar<\/strong>, que a pesar de haber ca\u00eddo su valoraci\u00f3n un 1%, su precio se fija en los 16.595 millones, superando a <strong>Santander<\/strong>, tercera, con 8.426 millones de d\u00f3lares, un 10% m\u00e1s que en 2020.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Completan el TOP 10 <strong>Iberdrola<\/strong> (8.232 millones), <strong>BBVA<\/strong> (7.337 millones), <strong>Endesa<\/strong> (6.419 millones), <strong>Naturgy<\/strong> (4.222 millones), <strong>Repsol<\/strong> (2.598 millones), <strong>Mercadona<\/strong> (2.193 millones) y <strong>Massimo Dutti<\/strong> (1.992 millones).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Estas diez marcas<strong> suponen el 83% del valor del ranking<\/strong>, que este a\u00f1o alcanza una valoraci\u00f3n conjunta total de <strong>97.786\u00a0millones de d\u00f3lares, un 11% m\u00e1s que en 2020<\/strong>, pero todav\u00eda un 6% inferior a lo obtenido un a\u00f1o antes.\u00a0<\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"c2a461a9-81da-4857-b821-f8ebc120a58f\" data-type=\"interactive\" data-title=\"MARCAS M\u00c1S VALIOSAS ESPA\u00d1A KANTAR BRANDZ\"><\/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;\"><strong>Glovo, Mutua Madrile\u00f1a y Meli\u00e1 resultan las tres nuevas incorporaciones<\/strong> a la lista de marcas nacionales m\u00e1s valiosas. Glovo es el primer unicornio &#8211; firma valorada en m\u00e1s de 1.000 millones de d\u00f3lares- en entrar al ranking BrandZ de Kantar. Su marca alcanza una valoraci\u00f3n de 648 millones de d\u00f3lares, lo que le sit\u00faa en el puesto 20.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mutua Madrile\u00f1a ocupa la vig\u00e9sima segunda plaza con un valor de 499 millones, gracias a haber sabido explotar el sentimiento de pertenencia a la marca y haber captado el inter\u00e9s y atenci\u00f3n del p\u00fablico con su pol\u00edtica de precios. La cadena de hoteles Mel\u00eda, por su parte, se posiciona en el puesto 27 al ser su marca valorada en 303 millones, debido a su experiencia de cliente.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEntrar en el ranking de las 30 marcas espa\u00f1olas m\u00e1s valiosas es cada vez m\u00e1s dif\u00edcil, ya que el valor de marca requerido para acceder ha crecido un 32% respecto al pasado a\u00f1o\u201d, comenta<strong> Ricardo P\u00e9rez<\/strong>, director del estudio<strong> Kantar BrandZ en Espa\u00f1a.<\/strong>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLa entrada de Glovo, Mutua Madrile\u00f1a y Meli\u00e1 es muy relevante y un verdadero reconocimiento a buen trabajo de marca en tres sectores muy diferentes. Todas ellas destacan por sus resultados en tres m\u00e9tricas clave: relevancia, diferencia y notoriedad. Son los atributos que suelen caracterizar a las marcas fuertes y en crecimiento en todo el mundo\u201d.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Caixabank, la que m\u00e1s crece<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Respecto a las marcas que han experimentado un mayor crecimiento, destaca<strong> Caixabank<\/strong>, cuyo valor de marca ha crecido <strong>un 48% respecto a 2020 hasta alcanzar los 1.733 millones de d\u00f3lares, <\/strong>debido a la adquisici\u00f3n de Bankia culminada en 2021. Le siguen <strong>Iberia (+39%), Dia (+32%), Iberdrola (+28%) y Seat (+27%).\u00a0<\/strong><\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"59a0f43b-c2bc-40ef-9945-9d46c8942656\" data-type=\"interactive\" data-title=\"MARCAS M\u00c1S VALIOSAS SECTORES\"><\/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;\">Por sectores, <strong>Moda contin\u00faa reuniendo las marcas m\u00e1s valiosas, con un precio total de 31.575 millones<\/strong>. Le acompa\u00f1an Energ\u00eda (18.873 millones) y Banca (17.798 millones). <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Glovo, Mutua Madrile\u00f1a y Meli\u00e1 resultan las tres nuevas incorporaciones a la lista de marcas nacionales m\u00e1s valiosas.<\/p>\n","protected":false},"author":29,"featured_media":143607,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[2227],"class_list":["post-143602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Zara, la marca m\u00e1s valiosa en Espa\u00f1a por cuarto a\u00f1o consecutivo<\/title>\n<meta name=\"description\" content=\"Glovo, Mutua Madrile\u00f1a y Meli\u00e1 resultan las tres nuevas 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