The globalizacion of Spanish Brands: Internacional Strategy and Brand Image of Santander Group

Abstract

This paper analyzes, in its first part, the recent expansion and positioning of Spanish brands abroad and its direct effect in a better country brand image. Within this context, the second part ofthe paper analyzes the international expansion, image and strategy ofthe Santander Brand. This analysis places the brand at the beginning ofan international brand development model, as a focused local brand that is developing towards and reaching a strong international positioning and awareness. The theoretical and conceptual analysis is supported with data from the most recent research on the economic value offinancial brands and the international awareness of Spanish brands.