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Foreword by Minister of Industry,Tourism and Commerce of Spain In the last decades, the “brand” has been transformed into a key competitive tool in the global environment in which we live. World Intellectual Property Organisation defines a brand as a “distinctive sign” which shows that certain goods or services have been provided by a particular person or firm. However, today, this definition does not really seem to encompass its whole meaning, as a “brand” helps to identify much more than just goods and services; a brand is also synonymous of country identification. This is why one of the most important objectives of the Ministry of Industry, Tourism and Commerce of Spain is to contribute towards making the “Made in Spain” take on an even more important role, especially in a country that is now the eighth world economic power. This desire is very closely linked to the international expansion of our companies, which the Ministry holds as one of its basic projects. However, I firmly believe that the promotion of our country brand should be a common objective, as much in the public institutions as in the private sector. This is why, with the help of all those involved, we are promoting the Leading Brands of Spain Forum, entirely dedicated to producing the necessary rapport between the country’s image and the image given by the companies from Spain on an international level. This book contributes towards it. It includes clear information about the successes that the best-known brands of Spain have had throughout the world. Brands that mean that Spanish products and services satisfy customer’s needs in every country. It is like a “Corporative Catalogue” from a business conglomerate which has the capacity to compete with its most capable competitors and to achieve success in the most demanding markets. I feel sure that the content of this new version of Leading Brands of Spain, makes quite clear the great importance and, in many cases the clear leadership of many brands of Spain with international presence. Something that Spain has to maintain day by day to enable it to progress in a new world that is ever more demanding and competitive.
Joan Clos i Matheu Minister of Industry, Tourism amd Commerce of Spain
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